Harris needs Gen Z. Here's her plan to win them

Vice President Harris is bolstering her outreach to young people just in time for students to head back to school and as the campaign enjoys an increase in support among Gen Z and younger millennial voters.

The campaign tells NPR that it plans to invest in new digital ads on campus and social media, double its youth organizing staff around the country, and launch a college campus tour in battleground states.

The initiatives will target young voters on 150 campuses across 11 states: Arizona, Nevada, North Carolina, Georgia, Pennsylvania, Wisconsin, Michigan, New Hampshire, Virginia, Minnesota and Nebraska.

It builds on the work the Biden campaign has done with youth organizing and highlights a potential shift in prioritizing this group of voters. Biden’s campaign put more emphasis on reaching traditional Democratic base voters, including voters of color, suburban families, and union workers – groups Harris is also courting along with young voters.

“So, as you begin this school year, I'm calling on you to understand and know the stakes of this election, not only for our country but for you,” Harris said in a prerecorded video posted to a new campaign landing page for students, which has links to register to vote and ways to get involved on campus.

“And please know your power,” she added. “Get out there and vote. It's going to make a difference.”

Harris’ backing among young people has increased since she took over the Democratic ticket last month. It’s a noticeable change compared to President Biden, who struggled in the polls with young voters, particularly voters of color.

In 2020, Biden won among voters under 30 by a whopping 24-point margin, with some of the highest turnout among young voters of color in the