Amplify NH launches $300K+ digital ad campaign against MAGA Republicans in Concord

Amplify New Hampshire, a statewide public policy advocacy organization and communication hub, has launched a major new digital ad campaign aimed at persuading voters to reject what it describes as a “failed, radical MAGA Republican agenda” in Concord.

The $300,000+ ad buy represents the largest investment from an in-state group, and features a 30-second spot titled “It’s Time for a Change,” which emphasizes Republicans’ failure to address rising costs or cut taxes for working families despite their total control of the New Hampshire State House.

Ryan Mahoney, Executive Director of Amplify NH,, criticized New Hampshire Republicans for squandering the opportunity voters offered them.

“Republicans in Concord had their chance to lead,” Mahoney said. “They’ve wasted years forcing New Hampshire down the wrong path, distracted by trying to implement radical policies, like abortion bans, while they failed to lower costs or cut taxes for working families. It’s time for Granite Staters to choose a new direction — leaders who will prioritize their needs over the radical MAGA agenda of Project 2025.”

RELATED: Kelly Ayotte campaigns on tax cuts benefiting the rich like herself. You’ll likely end up with the bill.

The campaign, targeted at key legislative districts, seeks to highlight how the GOP’s focus on policies like abortion restrictions, book bans, and tax breaks for the ultra-wealthy have taken the state in the wrong direction. The ad argues that New Hampshire voters should elect Democrats across the board to bring about the necessary changes.

The ad’s narrator directly addresses issues facing Granite Staters: high costs, soaring taxes, and threats to personal freedoms. It contrasts these concerns with the actions of Republicans in Concord, saying that instead of addressing economic challenges, they’ve been focused on far-right ideological battles.

“Here in New Hampshire, costs are too high, taxes are out of control, our freedoms are at risk,” the narrator says. “What have MAGA Republicans at the State House focused on? Stripping away women’s rights, banning books, raising our taxes to give handouts to the ultra-wealthy.”

Amplify has made an outsized investment this cycle placing early ads targeting the issue of IVF and abortion in the governor’s race and down ballot races, a continuation of their work since their founding just prior to the 2022 election.

A poll Amplify released last week made waves in the state after it showed a close split in the governor’s race, matching closely with many public polls.

Kathy Sullivan, a longtime leading Democratic strategist and former NH Democratic Party Chair, said she believed Amplify’s investments have had a noticeable impact since their inception, especially on the state’s governor’s race.

“I continue to be impressed by the difference Amplify is making in New Hampshire politics,” Said Sullivan. “It was the first organization to get the word out about Kelly Ayotte’s extreme record. The organization may only have started a few years ago, but it has already established itself as a force to be reckoned with  — to the chagrin of right-wing extremists in our state.”