Planned Parenthood Unleashes Record $600,000 Ad Blitz Against Susan Collins in Maine

Planned Parenthood's political action committee announced on Monday a sweeping new ad campaign against Senator Susan Collins of Maine, marking the organization's single largest investment in any state this election cycle. The more than $600,000 digital and mail campaign is the opening salvo of a concerted effort to unseat the vulnerable Republican incumbent, zeroing in on her decisive 2018 vote to confirm Supreme Court Justice Brett M. Kavanaugh.

"She Let Us Down"

The campaign, titled "She Let Us Down," features Maine women directly addressing what the organization characterizes as Collins's "betrayal" on abortion rights. The ads highlight that Collins, who has historically positioned herself as a supporter of reproductive rights, paved the way for the Supreme Court to overturn Roe v. Wade through her vote to confirm Kavanaugh a decision she has recently stated she does not regret.

"Susan Collins has betrayed Maine values time and again, and these ads elevate the voices of Maine women who can't bring themselves to give her the benefit of the doubt again," said Lisa Margulies, Maine spokesperson for Planned Parenthood Votes. "Our goal is simple with this campaign: broadcast the voices of Mainers who care about abortion and reproductive rights and, through them, highlight the harm Senator Collins has helped inflict in Maine and across the country".

A Strategic Escalation

The $600,000+ investment represents a significant escalation in the battle for Maine's Senate seat. The ads will appear across YouTube, Meta platforms, connected TVs, and programmatic video, supplemented by a direct mail campaign leading up to the November election.

This push is part of Planned Parenthood's broader $47 million "We Decide" electoral campaign, which aims to unseat lawmakers who supported efforts to defund the organization and to build support for enshrining abortion rights. While Collins voted against the underlying bill that cut off Planned Parenthood funding, her vote to confirm Kavanaugh who became the crucial vote to overturn Roe has made her a primary target.

The Kavanaugh Shadow

Of the more than 10,000 votes Collins has cast during her tenure, her 2018 confirmation vote for Kavanaugh has shadowed her like no other as she runs for a sixth term. Despite being one of only two Senate Republicans who support abortion rights, Collins's decision to back the conservative justice has eroded her support among pro-choice constituencies.

The new ads are designed to remind Maine voters of that choice. The campaign comes at a critical juncture: Collins is widely regarded as one of the most vulnerable Senate GOP incumbents this cycle. Recent polling has shown her trailing or locked in tight races against potential Democratic challengers.

A Complicated History

The relationship between Planned Parenthood and Collins has been complex. The organization previously honored Collins as a champion of reproductive health care issues as recently as 2017. However, her vote to confirm Kavanaugh, coupled with her support for 94% of President Trump's judicial appointments during his second term, has fundamentally altered that dynamic.

Collins's spokesperson has pointed to the senator's long history of supporting Planned Parenthood and access to essential health care, but the organization argues that her actions on the Supreme Court confirmation have negated that legacy.

The Battle Ahead

The ad buy is likely just the beginning of a fierce and expensive contest in Maine. Outside spending from both sides is expected to pour into the state as control of the Senate hangs in the balance. For Planned Parenthood, the race represents an opportunity to hold accountable a lawmaker they believe broke a fundamental promise to her constituents.

"These ads elevate the voices of Maine women who can't bring themselves to give her the benefit of the doubt again," Margulies said. Whether those voices translate into votes will be determined in November.