As the November election approaches, Vice President Kamala Harris’ campaign is pivoting towards a more aggressive strategy targeting former President Donald Trump. This shift aims to appeal to the small contingent of undecided voters, utilizing internal campaign data that suggests more direct and harsh messaging against Trump could sway these individuals. Five officials from the Harris campaign indicated that this intensified scrutiny of Trump will encompass new advertisements and a more confrontational tone during public appearances, emphasizing his past behaviors and statements. The campaign’s co-chair, Cedric Richmond, noted that criticism of Trump will be unapologetic, reflecting the former president’s own rhetoric in the race.
The new tactical approach marks a significant change for Harris, who has primarily focused on presenting her policies and personal qualifications to voters since her candidacy began in July. Although she has criticized Trump throughout her candidacy and during her tenure as President Biden’s running mate, the campaign’s initial emphasis has been on defining her platform rather than engaging in overt negative campaigning. Nevertheless, campaign officials acknowledged that as the election nears, candidates often shift to highlight their opponents’ vulnerabilities. The intent is to connect with undecided voters in a stagnant race that Democrats are working to shift in their favor.
With less than a month until the election, the Harris campaign recognizes the pressing need for a more decisive message about the contest’s options for voters. Officials emphasized the urgency of clarifying the choice between Harris and Trump as they aim for a last-minute persuasion of those voters who remain uncertain. Recent internal polling revealed that portraying Trump as “unstable” in contrast to Harris’s steadiness resonates well with the target demographic they hope to reach. Campaign ads have already begun showcasing this sharper messaging, labeling Trump’s presidency as “erratic, destructive, and divisive,” and questioning his fitness for office due to his age.
Additionally, Harris is addressing Trump’s connections to Project 2025—a controversial conservative policy initiative that is unpopular among voters. The campaign intends to draw a clear line between Trump and the project, countering his claims of disassociation from it. By focusing on issues such as health care, immigration, and senior benefits, the Harris campaign aims to highlight the consequences of Trump’s policies while promoting her approach to these critical topics. This dual strategy underscores their commitment to both share Harris’s vision and actively critique Trump’s record.
The Harris campaign’s decision to adopt a more aggressive stance comes in response to the predominance of negative advertising from Trump’s campaign, which has reportedly maintained a 90% negative media portrayal for years without significantly diminishing his polling performance. Trump’s campaign spokesperson dismissed the Harris campaign’s approach as desperate and counterproductive, arguing that Trump’s resilience in the face of negativity has been proven. Nonetheless, Richmond expressed confidence in Harris’s ability to balance her policy articulation with pointed critiques of Trump, refuting any concerns from within the Democratic party about a potentially detrimental reaction to this approach.
Overall, as the electoral deadline looms, Harris’ campaign is strategically recalibrating its methods, focusing on a clearer delineation between her vision and Trump’s past governance. By amplifying their negative messaging directed at Trump while simultaneously advocating for her agenda, the Harris campaign aspires to mobilize undecided voters and enhance her position in the competitive landscape of the upcoming election. The interplay of these strategies reveals a deliberate effort to influence public sentiment and shift the dynamics of the race in favor of the Harris campaign amidst a challenging political environment.
