First lady Michelle Obama will launch a new grassroots initiative on Thursday focused on building support for President Barack Obama's re-election.
The program, called "It Takes One," will encourage individual voters to help in the election and include digital, paid media and grassroots organizing. The first lady is due to officially launch the initiative during campaign stops in Virginia later Thursday, but offered a preview in a video message to supporters in the morning.
"Every single person can make a difference in this election –- and today we’re asking supporters to start by taking one action that will help grow our campaign," Michelle Obama said in a statement. "Help one new voter get registered through GottaVote.org, recruit one more volunteer, or bring a friend to the next phone bank you attend. If we all commit to finding at least one way to make an impact, we can ensure that we'll keep moving this country forward for another four years.”
The Obama campaign identified the ground game early on as pivotal -- much like it was in 2008 -- and has spent considerable time and money building support in swing states states that include Pennsylvania, Ohio and New Mexico.
"We are building the largest grassroots campaign in history on the ground," Obama campaign spokesman Ben LaBolt said in April. "Ultimately, our supporters talking to their networks about the two candidates, their records and their visions for the country will be much more persuasive than any television spot."