(CNN) -- It's February and Black History Month, and networks and major consumer brands are reprising their annual ad campaigns honoring the contributions of African-Americans to the arts, politics, technology and commerce. This year, a new player is sponsoring Black History Month ads: the Republican National Committee. In spots airing on black radio and television stations in select media markets, the RNC praises the contributions of black Republicans such as Louis Sullivan, a former secretary of health and human services under President George H.W. Bush. RNC makes first ad buy for Black History Month This ad campaign is part of a larger Republican strategy to reach out to minority voters. After President Barack Obama won more than 70% of the vote among blacks, Latinos and Asian-Americans (93% among blacks alone) in 2012, the Republican National Committee redoubled its efforts to court minority voters. This ad campaign is a part of that effort.
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Republican National Committee ad campaign celebrates Black History Month
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Andra Gillespie says the effort should be encouraged but falls short
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Gillespie: Ads fail to recognize the complexity of the communities
@placeholder highlights strategy for building 'new generation of black Republicans'