The Libre Initiative, which is part of the political network established by the billionaire industrialist Koch brothers, is set to launch a significant voter engagement effort and advertising campaign targeting members of Congress who have backed President Biden’s “punitive economic policies.”
This campaign, one of the most extensive efforts undertaken by the group, will feature digital advertisements, public events at Hispanic grocery stores and restaurants, and a new Spanish language website critiquing “Bidenomics,” a term that conservatives have adopted to criticize Mr. Biden’s economic policies.
Despite positive economic indicators, such as strong job growth and record low unemployment rates, the economy has been a persistent weak spot for President Biden and Democrats, especially among Black and Latino voters. Leaders at Libre, who provided The New York Times with an early look at their plans, stated that they are focused on engaging Latinos on what they believe is a winning issue for Republicans as the party aims to enhance its appeal to Hispanic voters.
“Bidenomics is negatively impacting Latino families’ savings, quality of life, and their ability to plan for the future,” said Jose Mallea, Libre’s CEO. “To reverse this trend, it is crucial for Latino families to understand the effects of overspending and overregulation on our country’s economy and prosperity.”
Libre, self-described as a center-right organization, is a sister branch of the Koch network’s super PAC Americans for Prosperity Action. Americans for Prosperity Action, which spent tens of millions of dollars attempting to promote Nikki Haley over former President Donald J. Trump in the Republican primary, has not intervened in the 2024 presidential election since Ms. Haley exited the race. While Libre did not take a stance on the primary contest, it has no current plans to mobilize voters in support of Mr. Trump.
The primary goal of Libre’s latest campaign is to hold lawmakers accountable for endorsing Biden’s policies, which the group believes have contributed to high inflation and increased costs for essentials such as food and utilities. The campaign targets over 20 congressional Democrats in more than a dozen states, including key battleground states like Michigan, Nevada, and Pennsylvania. Last year, the group launched a similar effort with an anti-“Bidenomics” message, but organizers stated that this campaign will have a much broader reach.
According to the Pew Research Center’s latest analysis, Latinos are projected to make up about 36.2 million eligible voters, nearly 15 percent of the American electorate. This demographic will play a critical role in states like Nevada and Arizona, where they represent approximately one in four eligible voters, and Hispanic voters are expected to have a significant impact on the battle for control of the House.
Although Latino voters generally lean Democratic, Mr. Trump improved his performance among this group in 2020, particularly in regions like South Florida and South Texas. However, some Republicans have expressed concerns to The Associated Press that Mr. Trump has not followed through on his ambitious plans to court this electoral bloc in the current cycle. In contrast, Mr. Biden has intensified his efforts and is looking to refine his economic message following a previous attempt to reclaim the term “Bidenomics” that did not resonate well.
During a recent tour of Nevada and Arizona, the president highlighted historic investments in Latino small businesses and Hispanic-serving institutions, as well as administration policies that have reportedly reduced Hispanic child poverty to record lows, lowered healthcare costs, and addressed gun violence.
Two Latino voter groups, Somos Votantes and Somos PAC, have also pledged substantial investments to support Mr. Biden and other key Democratic candidates in various battleground states, totaling $33 million for mobilizing Hispanic voters. Somos Votantes plans to allocate $24 million towards expanding nonpartisan voter education programs.
The Libre campaign, titled “BideNOmics,” is focusing on Senate Democrats in Montana, Nevada, Ohio, and Wisconsin, as well as House members in competitive races nationwide. In California, where Democrats and Republicans are vying for control of seats in central and southern regions, the group is targeting Representatives Josh Harder and Mike Levin. In New Mexico, their list includes Representative Gabriel Vasquez, while in Colorado, Representative Yadira Caraveo is also on their radar, both of whom secured their seats in the previous cycle after defeating Republican opponents by slim margins.
One of the four digital ads set to run on social media, television, and audio streaming platforms features a Latina who attributes the demise of the American dream to the president’s policies.
“Coming to America was supposed to provide an opportunity to create your own future,” she stated. “However, Latino families nationwide are facing tough choices due to soaring prices, and Bidenomics is depriving us of our shot at the American dream.”
The Spanish language website, NoBidenomics.com, critiques the Biden administration’s policies that have allegedly fueled inflation, increased national debt, and raised the cost of living. Community events associated with the campaign, which commenced last week, will predominantly take place at super mercados, or Hispanic grocery stores, where participants will distribute food gift cards.
