Midterm Campaigns Focusing on Women Voters

Both Republicans and Democrats are setting their sights on women voters in this year's midterm elections. An "enormous portion" of advertising will be "devoted to persuading women or repressing the women's vote," said Elizabeth Wilner, senior VP of Kantar Media Ad Intelligence, in a recent Ad Age article. In Congressional races, Democrats hope to continue their previous edge with women voters by adding equal pay, minimum wage and other pocketbook concerns to the reproductive choice and access to contraception issues that gained them female support in prior elections. Democrats are even hoping to use the GOP's critical focus on the Affordable Care Act to their advantage since "in most households the person in charge of health care is a woman," as Ms. Kantar noted, and those women may like aspects of "Obamacare," such as free mammograms and allowing children to stay on parental health policies until they are 26 years old. Republicans are countering by showcasing their female candidates and supporters, and by using a less biting, more emotionally positive tone that strategists think will be more appealing to women this time around. For examples of actual campaign ad tactics, go to http://adage.com/article/campaign-trail/political-advertising-enlisted-war-women/293243/