The Democratic National Committee (DNC) is launching a Taylor Swift-themed campaign to motivate young people in swing states to vote for the Democratic presidential candidate in the 2024 election.
The committee announced the campaign on Friday, the same day that the pop star is scheduled to perform an Eras Tour concert in Miami. This follows Swift’s public support for the Democratic nominee on the evening of the first presidential debate on September 10th.
“I’m voting for [Harris] because she fights for the rights and causes I believe need a warrior to champion them,” Swift wrote in the caption of her Instagram post that night. “I think she is a steady-handed, gifted leader and I believe we can accomplish so much more in this country if we are led by calm and not chaos.”
The DNC’s new campaign includes a Snapchat filter encouraging young voters in swing states to be “fearless” on issues at the forefront of this election cycle, such as reproductive rights and economic opportunities, according to the committee’s press release. The filter includes a link to IWillVote.com, where people can learn how to register to vote for Harris.
The DNC is also releasing ads in Miami, including a mobile billboard on a boat near Swift’s concert venue. Swift is performing in Miami on Friday, Saturday, and Sunday. A DNC spokesperson told TIME that Swift is not involved in the campaign.
“Democrats are reaching out to young voters where they are, from concert venues to social media platforms, to make sure they have the resources they need to cast their ballot,” DNC communications director Rosemary Boeglin said in the press release. “We’re not taking any vote for granted, and we’ll continue to make sure young voters across the country know everything that’s at stake and the stark contrast between Vice President Harris’ New Way Forward and Donald Trump’s divisive agenda.”
The ads include slogans like inviting voters to their “Kamala Era,” a reference to Swift’s Eras Tour. The Snapchat filter also uses language familiar to Swifties, like “fearless,” which is the title of the pop star’s second album.
While Swift was previously reluctant to speak publicly about politics, she became more vocal when she endorsed two Democratic congressional candidates in Tennessee, where Swift lived for several years and still owns a home. She went on to endorse President Joe Biden in the 2020 election and has been a vocal supporter of reproductive rights and social justice issues. And her impact among fans is significant—after Swift urged people to register to vote through a post on her Instagram story in 2023, Vote.org reported receiving a surge in voter registration requests.
