“The Life of Julia,” the Obama campaign’s new interactive Web ad, follows a cartoon everywoman, Julia, through the milestones of a middle-class American life: education, work, motherhood, retirement. One milestone is pointedly missing: marriage.
But, then again, why should Julia get married? She doesn’t need to. Like a growing number of single women with children, Julia is married to the state.
As a character drawn and focus-grouped by political consultants, Julia is designed to remind voters of the government programs President Obama champions and likely GOP nominee Mitt Romney is ostensibly intent on taking away. Julia goes to school (with help from Headstart and federal student loans), she works (thank you, Lilly Ledbetter Fair Pay Act and Small Business Administration), she has a son (free health screenings brought to her by Obamacare) and she retires (Social Security and Medicare pay the bills while she volunteers in a community garden).
But Julia is a more artful and nuanced creation than a simple tour guide to the utopia that awaits under a second Obama term. She is designed to appeal to a narrow but deep demographic: single women, especially single women with kids.