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Similar to Swift Boat Veterans for Truth -- the advocacy group that helped derail John Kerry's presidential campaign -- Move America Forward has magnified its reach by making small television and radio ad buys and then relying on cable- and local-television news outlets to give the commercials heavy coverage. Move America Forward has no discernible formal ties to the White House or the Republican National Committee, and the group says it operates independently from the Republican Party establishment. Still, the organization provides a clear benefit to the administration by spreading a pro-war message that goes beyond what administration officials can say publicly.
The effect of the ads hasn't been measured. Amid a simultaneous flurry of speeches by the president and a ramped-up RNC effort aimed at boosting the war, polls show that Mr. Bush's job-approval ratings, specifically his handling of the Iraq situation, have risen this month from all-time lows.
"The White House has really done a poor job of getting the message out, which is why we've had to step into the breach," says California-based Republican political strategist Sal Russo, one of the group's three founders. "They should do a better job of coordinating with those willing to get out and tell the story. We shouldn't be the only ones out here fighting."
The White House didn't return several calls seeking comment. A Republican National Committee spokesman declined to comment.
Move America Forward has raised more than $1 million, mainly in small donations, over the past two years. The group grew out of the successful 2003 effort to recall Democratic California Gov. Gray Davis. It was officially founded in 2004 by Mr. Russo, whose company provides office space for the organization; Melanie Morgan, a conservative San Francisco radio host; and Howard Kaloogian, a Republican former state assemblyman seeking the congressional seat of former Rep. Randy "Duke" Cunningham, who resigned recently after admitting to taking bribes from defense contractors.
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