Culture Society, Identity and Belonging
The Trump campaign has spent an estimated $29 million on TV ads attacking trans people, one of which repeats Harris’s support for gender affirming care for prison inmates with the slogan “Kamala is for they/them, not for you”.
These ads have been played tens of thousands of times in battleground states and at rallies during the campaign, costing a third of Trump’s TV advertising budget – but polling suggests the message may not be worth the outsized spend.
A study by Ground Media found the ad had almost no effect on viewers’ voting choice, mobilisation or likelihood to vote, but did find that they were less likely to support policies ensuring trans people’s access to healthcare, and would be less comfortable accepting a trans friend or family member.
A recent Gallup poll indicated that transgender rights is one of the least important issues in this election, particularly among Republicans, who prioritise immigration and the economy.
Whether Team Trump’s gambit to sway the electorate by targeting trans people pays off or not, the side effects may be felt by the trans community long after 5 November.
