The project, titled “Opportunity for All: Dismantling DEI,” seeks to call attention to DEI policies being implemented by state legislatures, particularly in higher education institutions. The ad claims those policies have “harmful impacts” while thanking the governors of five states for their legislative and executive actions to prohibit DEI policies. 

“DEI: Diversity, equity, and inclusion. You’ve heard a lot about it the last few years. It’s taking over our schools, our politics — even our financial institutions,” the voiceover in the ad states. “Coastal liberals are behind it, dividing Americans by race, gender, sexual orientation, you name it.”

“But not everywhere,” the ad continues. “Five Republican governors have rejected DEI, stood up for common sense, and protected our institutions from radical liberal ideology. Thank them for rejecting DEI and keeping their states free.”

The ad specifically thank Govs. Kay Ivey (R-AL), Ron DeSantis (R-FL), Kevin Stitt (R-OK), Greg Abbott (R-TX), and Spencer Cox (R-UT) for their efforts to dismantle DEI programs in higher education.

Each of the governors has played some role in banning DEI programs on college campuses and in local government. Florida and Texas were the first states to enact comprehensive laws banning the use of government funds for DEI efforts in higher education, leading to similar efforts in other states. 

“DEI policies directly undermine the values that make this country great — the American belief that hard work and integrity define your success, not your skin color or identity,” Katie Miller, senior adviser to Building America’s Future, the group launching the project, said in a statement. “Building America’s Future thanks the Republican Governors who are standing up for common sense and fighting back against the radical left’s push for DEI in all parts of our society, and hope more Governors will join the fight to dismantle DEI.”

The five-figure project is being headed by Building America’s Future, a conservative group dedicated to “promoting policies to improve life for all Americans,” according to its website. The group has engaged in several ad projects throughout the 2024 cycle, primarily hitting out against the Biden administration over its border policies. 

The group launched an ad earlier this year that targeted President Joe Biden, then the presumptive Democratic nominee, for the death of Laken Riley, a nursing student who was allegedly murdered earlier this year by a Venezuelan immigrant. 

The group has since shifted to target Vice President Kamala Harris, who has replaced Biden at the top of the ticket, criticizing her role in the Biden administration as the “border czar” amid record-high illegal immigration. 

Other issues the group focuses on include opposing the Biden administration’s proposed menthol cigarette ban and proposed tax hikes while supporting permitting reform and the U.S.-Mexico-Canada Agreement.