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National Democrats, Republicans target NM in new ads

The national political machines of the Republican and Democratic parties are gearing up for the mid-term elections with new media strategies aimed at your computer and television screens.

The Democratic Congressional Campaign Committee this week launched an online “game” that challenges Republicans on a series of right-leaning health care policy proposals. The game, modeled on the Game of Life, contains a series of boxes with pop-up information linking Republican votes or proposals to diminished health care options. For example, the game starts on a square labeled a “DIY C-Section,” which then references Republican support for a measure that would have reduced coverage for women.

Another square says “Ladies, Want Contraception? – Slut…(Men, no worries),” a reference to an attempted Affordable Care Act repeal that would have eliminated requirements that health care plans cover contraceptives.

“Whether it’s being able to afford an emergency c-section, making sure kids get the right nutrition, ensuring women don’t have to pay more for their care or whether its guaranteeing Medicare, Republicans play reckless games that hurt your health at every stage of life – all because they would rather stack the deck for their special interest buddies,” said the DCCC’s Emily Bittner.

The online “game” is being promoted in via Twitter ads in competitive House districts across the country, including in New Mexico where Rep. Steve Pearce, R-N.M., is being challenged by Democrat Roxanne “Rocky” Lara.

Meanwhile, the Republican National Committee is airing television commercials in New Mexico and 13 other “target Senate states” that shos American families talking about why they support Republican ideals. Some of the states, including New Mexico, are getting Spanish-language versions of the commercials. New Mexico’s version of the paid ad centers on the issue of school choice.


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“My wife and I decided to home school our kids so we could be in charge of their education,” a man says as he looks into a camera. “But there’s lots of kids today stuck in failing schools just because of their zip codes, and that’s not fair. I came to America in search of opportunity, and opportunity has to start in our schools. I’m a Republican because a child’s future shouldn’t depend on a random number.”

Ali Pardo, the RNC’s Hispanic media press secretary, told the Journal the ads aim to appeal to Hispanic voters on Republican issues.

“The ads are part of a greater effort where the RNC is engaging with the Latino community early and often; we realize you can’t show up to a community three months prior to an election and earn the Latino vote,” Pardo said. “In New Mexico, we have a paid Hispanic staffer dedicated to identifying opportunities, engaging the community and conducting voter ID.”