MADISON – State Sen. Kelda Roys announced her campaign’s second ad, “Kill Us,” touting her commitment to lowering health care costs, improving care, and protecting Wisconsinites from Trump and Tom Tiffany’s attacks on health care. Roys has made opening up the state health insurance plan central to her campaign, to help protect Wisconsinites from the devastating cuts to Medicaid and the ACA in 2027.

Roys previously announced a $500,000 statewide ad buy, which has been up on the air since June 16. Roys is committing $400,000 to the buy, with a heavy focus on Milwaukee broadcast.

Roys’ second ad will air alongside “Roads,” her first ad showcasing her record of delivering for Wisconsinites. Her strategy targets Democratic primary voters statewide based on robust polling and research identifying Roys’ target voters, no matter what they’re watching or where they’re watching it.

“As governor, I will address the bread-and-butter issues everyday Wisconsinites care about – public schools, healthcare costs, and economic security,” Sen. Roys said. “After Tom Tiffany joined Donald Trump in making devastating Medicaid cuts, we need a governor who will protect Wisconsinites from these attacks on our health and freedom – whether that’s attacks on our ability to afford healthcare or to choose an abortion.

“For over 20 years, I have been fighting for Wisconsin to be a place where everyone has the freedom to thrive – and delivering. I helped expand health care access to 80,000 previously uninsured Wisconsinites, and working together, I know we can do it again. Together, we can build the future we deserve.”


Roys’ plan to open the state health plan will allow individuals, businesses, unions, schools, and municipalities to buy into the comprehensive plans, which lower costs by expanding the coverage pool, reduce uncompensated care, and help keep rural providers’ doors open. Roys also has committed to working with the legislature to subsidize lower income Wisconsinites who are not poor enough for Medicaid but cannot otherwise afford to buy into the state plan or another ACA plan.