Gov. Phil Murphy’s agenda will get a $2 million boost over the next six weeks as Stronger Fairer Forward, the new issue advocacy group connected to him, launches a full-scale ad campaign promoting a more affordable New Jersey.
The ads come as the legislature finalizes the state budget and will run on cable television, digital and out-of-home platforms and billboards through the end of July.
Three separate ads feature Murphy looking into the camera talking about his personal journey from a lower middle class family to achieve his own version of the American Dream.
“Growing up, my family struggled to make ends meet. But if you worked hard, you could do better than your parents,” Murphy stated. “That’s the American Dream, but now that Dream is out of reach for too many. That’s why we’re cutting taxes and making New Jersey more affordable. Opportunity plus affordability equals a stronger middle class.”
The 401c4 non-profit group, founded four months ago, is headed by First Lady Tammy Murphy and run by Dan Bryan, Murphy’s former senior advisor. Mollie Binotto, who managed the governor’s 2021 re-election campaign, and Mahen Gunaratna, who was Murphy’s communications director until just a few weeks ago, serve on the board.
Murphy becomes the first New Jersey governor to run ads in New Jersey to boost his political agenda during a second term. Last year, he became the first Democratic governor to win re-election since 1977.
Stronger Fairer Forward, which has not publicly released their contributors, will air three ads:
“Flag” Script: “Growing up, we lived paycheck to paycheck, barely. I worked hard and the American dream worked for me. But today that dream feels distant, so we got to work. We’re manufacturing things here again to fight inflation and create jobs, providing record property tax relief and no new taxes. Keeping our promise on funding schools. But there’s more to do. Opportunity plus affordability equals a stronger middle class. We’re rebuilding the American Dream in New Jersey.”
“Home” Script: “Today, even here, the American dream feels distant, but I know when it works, it changes lives because it changed mind. The heart of the American dream is a place to call home, whether you own or rent. So we’re providing record property tax relief and no new taxes. And making buying your first home affordable. There’s more to do. We’re rebuilding the American Dream in New Jersey. Welcome home.”
“The Dream Script”: “Growing up, my family struggled to make ends meet. But if you worked hard, you could do better than your parents. the American dream. Now that dream is out of reach for too many. That’s why we’re cutting taxes and making New Jersey more affordable. Join us.”
“Like the rest of our country, New Jerseyans are struggling under the weight of rising costs,” Bryan said. “Governor Murphy’s agenda to cut taxes, provide record property tax relief, and create opportunity is exactly what’s needed right now for New Jersey’s middle and working-class families.
According to Bryan, the ads “tell the story of his programs and agenda through his personal experience, having lived the American Dream of upward mobility that feels out of reach for too many today.”
“Fairer Forward is proud to do our part to help educate about affordability programs that are in place and advocate for his agenda,” said Bryan.