It started before the 2020 election. The Republican strategist Sarah Longwell felt that Donald Trump was at odds with the party's values and policies. She launched a campaign, in which Republican party members were encouraged to briefly explain on video why they wouldn't vote for Trump. The testimonials were published on the campaign's website and used in political ads.
Then Joe Biden won. We had hoped to avoid reviving the campaign, but we started again this spring, says spokesperson Rylee Boyd.
This year, the requirement is that those who testify are former Trump voters. Many cite the storming of Congress, Trump's criminal convictions, and concerns for our democracy as reasons.
The campaign's budget of approximately 550 million kronor is significant, even in the USA. It is based on donations from both private individuals and companies, and its marketing is formally paid for by a so-called pac, a political action committee. In September, RVAT has bought billboards, TV ads, and digital ads in the swing states of Michigan, Wisconsin, Pennsylvania, Arizona, and in one of Nebraska's electoral districts.
Most of those who testify grew up during the Ronald Reagan era. They believe in law and order and a USA that stands up for our allies in the world. They see Donald Trump as a threat, says Boyd.
We're trying to create a permissive culture where it's okay to vote for Kamala Harris, even if you're a Republican.
RVAT highlights the division within the Republicans, following Donald Trump's entry into the political arena. Around 40 percent of party members identify as Trump-loyal so-called Maga Republicans, according to research. The rest are more hesitant, but many have voted for Trump due to party loyalty or issues like tax cuts, border security, or abortion opposition.
