Democrats are putting $5 million into an advertising initiative to support Rep. Colin Allred’s challenge against Texas Senator Ted Cruz. This tactical effort targets the issue of abortion, aiming to sway voters in what many consider a strongly Republican district.

The Senate Majority PAC’s commitment comes at a critical time as Democrats strive to maintain their influence in the Senate amid tough challenges in various races across the country. Some candidates are campaigning in states that heavily favor Republican presidential nominee Donald Trump in the upcoming election.

Since 1994, Texas has not seen a Democrat secure a statewide victory, a trend that has persisted despite numerous competitive races that captured national interest. One particularly notable contest was Cruz’s recent reelection against Rep. Beto O’Rourke, who gained significant traction among Democratic supporters and raised substantial funds. Nevertheless, Cruz narrowly won that matchup by slightly over 2 percentage points.

The Senate Majority PAC has indicated that its advertisements will emphasize reproductive rights, specifically referencing the Supreme Court’s 2022 ruling that eliminated federally protected abortion rights. Following that decision, Texas implemented a comprehensive ban on all abortions.

The ad campaign is set to launch in key media markets across Texas on Friday. Coincidentally, this date aligns with visits from the presidential nominees of both major parties to the state. Trump is scheduled to record a session with podcaster Joe Rogan and subsequently hold a press conference in Austin centered on immigration topics. In contrast, Vice President Kamala Harris will be in Houston, participating in a large rally that features renowned singer Beyoncé, who has ties to the city.