Mabuhay! Harris-Walz campaign focuses on Nevada's Filipino Americans and makes history

This ad will appear on bus shelters in Nevada.

Starting today, Team Harris-Walz is rolling out digital “out of home” ads in Las Vegas, Nevada to engage with Filipino American voters as they gather to celebrate the richness of Filipino food and culture for Filipino American History Month.

One of the ads makes a bit of history in its text that says, "Mabuhay! Kamala Harris supports Pinoy Pride."

That could be the very first times a Presidential campaign is using the term "Pinoy," in referring to Filipinos. While the endearing term is widely used among Filipinos in referring to their fellow Filipinos, "Pinoy" is a word not commonly used by non-Filipinos.

It could also be the first time "Mabuhay," Filipinos' celebratory greeting is being used in a presidential campaign ad.

“These ads underscore our campaign’s efforts to reach Filipino American voters where they are and speak with them about what’s at stake in this election – freedom, safety, dignity, and an Opportunity Economy where small businesses can thrive and working people can fully realize the promise of America,” says Andrew Peng, Harris-Walz Asian American, Native Hawaiian, and Pacific Islander spokesperson.

The "Mabuhay" ads will appear at taxi tops, bus shelters, and billboards highlighting Vice President Kamala Harris’ support for “Pinoy Pride” and will be placed in the radius of the Pinoy Pride Festival beginning on September 27, just days before the start of Filipino American History Month in October. Several of the placements also include the celebratory Filipino celebratory greeting “Mabuhay!” to complement the fiesta-like atmosphere.

This ad will appear atop taxis in Las Vegas.

“Under Vice President Harris’ leadership, Filipino American History Month celebrations were revived at the White House. And as Filipino Americans gather to celebrate their history and heritage, Team Harris-Walz is proud to join in honoring the resilience and joy of this incredible community,” says Peng.

Nevada’s Filipino American voters will likely play a decisive role in this election, says Peng in a statement. Nevada is considered a "battleground" state where the state's six electoral votes are up for grabs by the Democrats or Republicans. The latest polls show Harris and Trump in a virtual tie in Nevada with the Vice President holding a slimmest of leads; 47.8% to Trump's 46.8%.

FYI: Learn more about the Pinoy Pride Festival.

Democrats have bolstered their outreach to the AANHPI communities in Nevada becausethey represent about 10% of the state's eligible voters, a larger share than in state except for Hawaii or California. The number of AANHPI voters in Nevada saw the biggest turnout jump of every group in the state.

The ads are the latest effort by the Harris-Walz campaign to reach Filipino and Asian American voters:

• In March, the coordinated campaign opened up a field office in southwest Las Vegas – the heart of the state’s Asian American community – while Team Trump and the GOP shut down their Asian American outreach center. Nationally, the Harris-Walz campaign has dedicated staff, hosts twice-weekly Asian American voter phone banks, and will soon launch volunteer canvasses in coordination with state organizers.

• On July 9, Vice President Harris formally launched the campaign’s national Asian American, Native Hawaiian, and Pacific Islander organizing and engagement program in Las Vegas. Ahead of the launch, the campaign in Nevada placed a paid media blitz in local Asian American news outlets, including the Las Vegas Chinese Daily News, Asian Journal, Las Vegas Japan Times, Korean Las Vegas Times, and the Philippine Times of Southern Nevada.

• Team Harris-Walz and Nevada Democrats have hosted numerous community and cultural events to engage with Asian American voters, such as a traditional Kamayan Feast, Karaoke for Kamala, and “Spam and Boba” nights. Earlier this month, Minnesota First Lady Gwen Walz met with community members celebrating the Mid-Autumn Festival at the restaurant Xiao Long Dumplings.

• The campaign has used ethnic media outlets targeting Filipino American voters, including running ads on The Filipino Channel, among other outlets. In one ad, “Reduced,” Rozita, a Filipina American living in Las Vegas focuses on the active threat Donald Trump poses to the health of Asian American communities and his calls to “terminate” health care protections from the Affordable Care Act that have been implemented by the Biden-Harris Administration.

EDITOR'S NOTE: For additional commentary, news and views from an AANHPI perspective, follow me on Threads, on X or at the blog Views From the Edge.