Today, the DNC announced a major, mid-six figure ‘I Will Vote’ mobilization ad campaign near union halls and unionized factories in battleground states and states with competitive down-ballot races, encouraging union members not to “pick the scab” and instead turn out to the ballot box in November for Democrats. With this first-of-its-kind campaign, the DNC continues to meet workers where they are to remind them of Vice President Kamala Harris and Democrats’ historically pro-union, pro-worker agenda and ensure they have the information they need to cast their ballot.

Union members, their households, and retired union members make up 20% of the electorate in Michigan, Pennsylvania, Wisconsin and Nevada and are a critical bloc of the broad Democratic coalition across demographic groups; while public support for union members is at a near-record high with 70% of Americans supporting unions. Under President Biden and Vice President Harris’ leadership, petitions for union representation doubled – increasing for the first time since the 1970s. Union members and their supporters have the power to decide the results of the presidential election and key down-ballot races, which is why from UAW factories in Detroit to Philadelphia’s Teamsters union halls, the DNC isn’t taking any vote for granted. This latest ‘I Will Vote’ campaign will highlight the stark contrast between Vice President Harris’ New Way Forward and Donald Trump’s Project 2025 agenda that would rollback workers’ protections, attack their right to organize, and leave all workers behind with an economic agenda that prioritizes union-busting billionaires and incentives companies to ship American jobs overseas.

“Wall Street didn’t build America. The middle class built America – and unions built the middle-class. As Trump grifts to enrich himself and his billionaire buddies, Vice President Harris and the Democratic Party are fighting for working people. This voter education campaign demonstrates that we aren’t taking a single vote for granted as we reach workers where they live and work to outline the stakes of this election and give them the information they need to cast their ballot,” said DNC Chair Jaime Harrison. “Donald Trump was born with a silver spoon in his mouth and it shows – he has disparaged union members as ‘dues-sucking people,’ brags about failing to pay workers after the job is done, and is running on an economic agenda that would gut workers’ rights and ship jobs overseas. In sharp contrast, Vice President Kamala Harris and Democrats have a plan to lift workers up by continuing to invest in American jobs, strengthen workers’ rights, and build an Opportunity Economy to make sure workers can not only get by, but get ahead.”

“The road to the White House goes through our union halls,” said Liz Shuler, president of the AFL-CIO. “Elon Musk can spend all the money he wants to try to build Donald Trump a ground game—but he doesn’t know how to do what we do. We have the infrastructure, the right message and, most importantly, the trust of our members. We’ve contacted 2 million voters in-person, having actual conversations that move the needle, and between now and Election Day, the AFL-CIO and our affiliated unions will reach out to 5 million more voters in these battleground states. Across the Blue Wall states—where we make up 20% of the electorate—and all over the country, we’re going to make the difference between now and Election Day.”

The DNC’s ‘I Will Vote’ campaign directs voters to the DNC’s most complete, accurate, and up-to-date national coverage of polling places and voter education information all in one place. This latest campaign follows recently announced ‘I Will Vote’ ad buys from the DNC directed to Native American, LGBTQ+, and Latino voters, as well as the launch of a Taylor-Swift themed campaign targeting youth and women voters.

View the DNC ‘I Will Vote’ labor-focused ad creative below: