Democrats have denounced it in hundreds of ads and billboards, printed it in oversize book form as a convention prop, and mentioned it in seemingly every speech and press statement.
On Saturday, they took their campaign against the conservative Project 2025 blueprint, written by allies of Republican Donald Trump, to the sky above college football stadiums in key swing states.
Democratic National Committee -sponsored banners pulled by small airplanes flew Saturday over Michigan Stadium, where the defending national champion Wolverines lost to Texas, and at home games for Penn State and Wisconsin. A banner set to fly over Georgia's home game was grounded due to weather.
Vice President Kamala Harris and her allies have spent months warning about Project 2025, betting that the initiative makes Trump seem especially extreme. More than 900 pages and produced by the conservative Heritage Foundation, the plan lays out how Trump in his second term might do everything from firing tens of thousands of federal workers to abolishing government departments to imposing new restrictions on abortion and diversity initiatives.
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Trump has rejected a direct connection to Project 2025, though he's also endorsed some of its key ideas.
Saturday's gambit aimed to put Democratic messaging over stadiums with a total capacity of 380,000-plus, with tens of thousands of fans more in the vicinity of each game.
“JD Vance ‘hearts’ Ohio State + Project 2025,” read the message going over Michigan Stadium, suggesting Trump's running mate loves the project as much as he famously does Michigan's hated archrival.
Decision 2024
In Wisconsin, which hosted South Dakota, the message was “Jump Around! Beat Trump + Project 2025," a nod to fans jumping with enough ferocity to shake Camp Randall Stadium when House of Pain’s “Jump Around” plays between the third and fourth quarters.
Penn State’s Bowling Green matchup got more general messages urging fans to “Beat Trump, Sack Project 2025.
Banners started flying around four hours before each kickoff, said DNC deputy communications director Abhi Rahman. The Trump campaign did not answer a message Saturday seeking comment.
Harris’ campaign and party bring up Project 2025 multiple times each day, often unprompted.
The DNC marked Labor Day by arguing that Project 2025 would undermine overtime rules and “hard-fought” worker rights. It also paid for internet ads on the initiative that flashed up for users searching “back to school." Democrats have further pointed to Project 2025 in seemingly incongruous places, while highlighting Vance getting booed at a recent firefighters convention or slamming Trump for laying into his perceived political enemies in online posts.
“We want people to know exactly what Project 2025 is, what the ties are to Trump,” Rahman said. “Finding creative avenues to get the message out is something that we’re always trying to do.”
Democratic strategist Brad Bannon warned that Harris’ focus on Project 2025 “can’t overwhelm her positive message about the changes she wants to make.”
“She can’t afford to go overboard," he said, “if it interferes with her establishing her own personal profile.”
A large portion of Saturday's game crowds, meanwhile, may support Trump. Many college football fans hail from rural, more Republican areas, well beyond the confines of reliably Democratic college towns.
“One of the really interesting things when political candidates try to leverage sports is that they’re putting themselves at risk,” said Amy Bass, who is a professor of sport studies at Manhattanville University in Purchase, New York.
She pointed to Trump being surprised to get booed while attending Game 5 of the 2019 World Series — though the former president also made largely successful stops at tailgates before the Iowa-Iowa State football game in 2023 and when South Carolina hosted Clemson after last Thanksgiving.
Sports crowds have “a propensity to get loud, also have the added layer of alcohol and tailgating and all kinds of things pregame, and they haven’t curated that crowd,” Bass said.
Rahman, though, shrugged off such concerns.
“They can get rowdy all they want at a banner," he said. "But the message is definitely there. It’s there for a reason.”
