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Rate the new Vote Yes for Fairness digital ads

Tuesday, Jul 7, 2020

* Press release…

Today, Vote Yes For Fairness launched its digital advertising program with a statewide digital ad campaign to educate Illinoisans on why we need the Fair Tax. The seven ads highlight how our current tax system is broken and fundamentally unfair, forcing our essential workers like nurses and grocery store clerks to pay the same tax rate as millionaires and billionaires. The Fair Tax will set things right, while bringing our tax system up to date with the one used by a majority of states and the federal government and ensuring at least 97% of Illinoisans see no income tax increase.

The seven new ads will run across digital platforms and devices, including Facebook, YouTube, Hulu, and a number of news sites. […]

“It’s long overdue that Illinois had a tax system that works for all Illinoisans, not only the wealthy few. That’s why we need to pass the Fair Tax in November,” said Quentin Fulks, Chairman of Vote Yes For Fairness. “Nothing is more important to the future of our state than passing the Fair Tax, and Vote Yes For Fairness is dedicated to ensuring Illinoisans know the facts about how the Fair Tax will help our families, our communities, and our state.”

Remember, these are digital ads. They’re different than TV ads.

* Set Things Right

* Definition

* Fair Share

And then there’s “Upgrade,” “Per Year,” “More Fair,” and “Step Up.”

* The group is also pushing vote by mail, according to the Sun-Times

Pritzker on June 26 contributed $51.5 million to the Vote Yes for Fairness committee, according to campaign finance records. He previously kicked in $5 million in December. Pritzker donated a record-setting $171.5 million to his own gubernatorial campaign.

Vote Yes for Fairness spokeswoman Lara Sisselman said the ads are not in response to critical TV ads paid for by the dark money group, Illinois Rising Action. She said efforts by her group have been stalled by the pandemic.

“We felt the most important thing we could do as an organization was get information out to Illinoisans on the resources out there and safety precautions they should be taking,” Sisselman said. “If you take a look at our social media channels, you’ll see the overwhelming majority was COVID-focused over the last 4 months.”

The group also launched and to encourage voters to vote-by-mail in November.

- Posted by Rich Miller        

  1. - Shytown - Tuesday, Jul 7, 20 @ 10:01 am:

    I give these an A. Solid and easy to digest. Factual. A nice contrast to the doom and gloom of IPI and their friends.

  2. - Back to the Future - Tuesday, Jul 7, 20 @ 10:02 am:

    Catchy. I liked them.

  3. - Grandson of Man - Tuesday, Jul 7, 20 @ 10:04 am:

    Nice little ads, short and to the point, especially the first one where essential workers should not be taxed at the same rate as the richest. Essential workers are hugely important to us now. Tax fairness is the bottom line.

    They get an A.

  4. - Oswego Willy - Tuesday, Jul 7, 20 @ 10:11 am:

    Solid “A-“… gotta leave room for when the better ones, the closing argument ones, the response ones, are created.

    The Raunerite foolishness we saw with the $1.2 million ad that only worked for whoever made the media buy and others grifting off the gullible… all they did was force a pummeling like this, and if my math is right(?)… $50 million with less than 100 days left till the election… will that silly group and those making the ads keep up with spending power, daily, of $480K… every day… up to Election Day?

    But, to be fair, the grifters against the progressive tax need ads like these to get more money… for themselves.

    They are “A-“ ads… and have the cash and opportunity to make a difference.

  5. - Quibbler - Tuesday, Jul 7, 20 @ 10:13 am:

    These are all fine, but they seem oddly antiseptic and untethered to the current moment. No mention of coronavirus (besides an oblique reference to “essential workers”), how it’s destroyed state revenues, and how therefore the FairTax is an existential necessity. No explanation of how the FairTax will benefit communities or improve the viewer’s life. Not even a depiction of a live human. I get these are web-only and only the first tranche of ads, but as someone who is very much in favor of the FairTax passing, I hope they improve.

  6. - Louis G Atsaves - Tuesday, Jul 7, 20 @ 10:15 am:

    All feel good platitudes with little explanation as to why the tax system change would be Fair. None of these ads explains the difference between a Fair Tax and the current taxation system. I am puzzled why the words Graduated Tax and Flat Tax are avoided in all of them. And which group of taxpayers will see their tax payments stay the same? Fortunately those nasty, greedy, selfish billionaires and millionaires will make up the staggering red ink of Illinois Government without any pain to the 97%. I can feel the bliss already. Not.

  7. - Oswego Willy - Tuesday, Jul 7, 20 @ 10:20 am:

    === All feel good platitudes with little explanation as to why the tax system change would be Fair.===

    Oh - Louis G Atsaves -

    This is about “the 97% and making the 3% pay”.

    By framing it about the wealthy, it becomes a populist thing.

    Voters don’t do nuance.

    “Making the rich pay” during these times when the “haves” and “have nots” are increasing… its a solid play.

    The mere fact you don’t understand that… well… that says quite a bit.

  8. - efudd - Tuesday, Jul 7, 20 @ 10:25 am:

    A-simple and to the point. In our Instagram, meme culture, you can’t beat simple graphics.

    “I am puzzled”
    Of this, I have no doubt.

  9. - Dotnonymous - Tuesday, Jul 7, 20 @ 10:30 am:

    Short and sweet…applied liberally…makes an effective A.

  10. - Ashland Adam - Tuesday, Jul 7, 20 @ 11:05 am:

    The specifics are helpful. No distortion or distraction:

    - 97% pay the same or less.

    - Those making over $250K pay more.

  11. - Pundent - Tuesday, Jul 7, 20 @ 11:33 am:

    I would give these an A. Short and effective. We know the idea of a “millionaires” tax polls well and when you contrast that with essential workers its a stark comparison. This is the way the issue needs to be framed. They will also need to present this as a clear choice at some point. Either a tax increase for 3% or a tax increase for everyone. Once people recognize the inevitability of a tax increase it’s much easier to have someone other than themselves shouldering the burden.

  12. - JoanP - Tuesday, Jul 7, 20 @ 11:36 am:

    A: Short, sweet, and to the point.

    Nit: They should look up the definition of “defintion”. (But then I sometimes think that I might have been an English teacher in another life; most people will neither notice nor care.)

  13. - Practical Politics - Tuesday, Jul 7, 20 @ 11:46 am:

    Weak tea. B- or C+ quality.

    Following the pandemic, the economic lock down and the quarantine, this is going to be a tough sell. I am not sure it will be approved by the voters.

    Many others argue that a flat tax is fairer than a progressive tax.

  14. - downstate - Tuesday, Jul 7, 20 @ 12:05 pm:

    Creative digital. But creative digital is only going to reach a certain percentage of voters. Getting to 60% is going to take a strong combination of paid digital, paid media, earned media in all regions, old-fashioned field, etc.

  15. - Langhorne - Tuesday, Jul 7, 20 @ 12:54 pm:

    Bite sized factoids. Like chocolate covered peanuts.
    Excellent in the current environment.

  16. - Oswego Willy - Tuesday, Jul 7, 20 @ 1:32 pm:

    === Getting to 60% is going to take a strong combination of paid digital, paid media, earned media in all regions, old-fashioned field, etc.===

    Whadda think the $50+ million is for… lol

    === Following the pandemic, the economic lock down and the quarantine, this is going to be a tough sell.===

    Quite the opposite, actually.

    “As the 3% got tested first, were able to quarantine and be safe, the 97% had to work, be at risk, working jobs for the wealthy to avoid infection…”

    The “haves” and “have nots” were crystallized more by the pandemic…

    If you can’t see that… how economics factored in infections and worse… yikes.

  17. - TinyDancer(FKASue) - Wednesday, Jul 8, 20 @ 10:36 am:

    Mikey likes it.
    Except they need to redo the timing on the second ad.
    Not enough time to read all the text, but lots of time left over at the end of the ad.

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