A Democratic organization that once concentrated mainly on presidential contests is entering the midterm cycle by focusing on more than a dozen House and Senate races, many in Republican strongholds, through a fresh advertising push launching this week.

American Bridge 21st Century is committing 50 million dollars to bolster Democratic efforts to win back Congress. The party has faced challenges keeping pace with Republican fundraising and has lost ground in the redistricting process that began under President Donald Trump last year.

"We really have to maximize our wins and gains this year, particularly in Republican territory," said American Bridge co-founder Bradley Beychok. "We are going all in."

The group, recognized for its opposition research, has steadily increased its advertising activity. In the previous presidential race, it outlined plans to spend 140 million dollars to reduce Trump's backing among rural voters.

Beychok noted that the concept for the current midterm effort began forming last year after he observed an inauguration rally featuring the slogan "Trump will fix it."

"Trump made a big promise to these working-class voters that he was gonna bring down costs," Beychok said. Now it is evident, he added, "that Trump and Republicans really broke that covenant."

The House districts targeted by American Bridge are located in Colorado, Iowa, Michigan, North Carolina, Ohio, Pennsylvania and Texas. Senate involvement includes contests in Alaska, Iowa, Michigan and Mississippi.

The organization skipped Senate races in states such as Maine, North Carolina and Texas, believing those contests will not face funding shortages.

The effort will feature digital advertisements, streaming audio, television spots, social media outreach, direct mail and radio placements.

Beychok explained that the group is refining its approach to address issues at a visceral level by highlighting individual voters who share personal stories about economic conditions.

Voters featured in the ads include Brad Singleton, a 50-year-old personal trainer from Walford, Iowa. Singleton, a Republican for 32 years, recently switched his registration to Democratic due to dissatisfaction with the president.

For Singleton, the Jan. 6, 2021, Capitol riot marked the beginning of his shifting perspective on the president, whom he described as throwing a fit like a toddler over the 2020 election results. Yet in 2024 he supported Trump again, influenced by the Make America Healthy Again movement.

"I immediately regretted it," Singleton said. "Because of the economy, because of this war with Iran, because so many things that have happened."

"I feel like Donald Trump cares about himself and his millionaire buddies," he added. "He does not care about me."

Another featured voter is Jill Kordick, 64, a retired health care administrator from Norwalk, Iowa.

A registered independent who describes her views as moderate to progressive, she said Trump's second term has motivated her to become more politically active, including attending No Kings rallies and addressing lawmakers at public meetings.

Kordick acknowledged the difficulty of flipping Republican-leaning districts and is considering how to encourage those disappointed by the president to support Democrats.

"I don't think it's gonna be easy," she said. "I think there has to be some way to invite people to the table so that they can feel better about how they vote and not feel so stuck or embarrassed by what they voted for in the past."

Catalini reported from Morrisville, Pennsylvania.