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On Thursday, Kunce released a very effective ad that centers reproductive rights and womens rightswhile also pointing out the hypocrisy of thearchaic toxic masculinity promoted as a virtue by conservatives. This is the kind of messaging the Democratic Party needs to get on board for.

He opens with: Im Lucas Kunce and I have a message for Americas men: Step the hell up! Throughout the advertisement, a hard rock guitar riff plays, reminiscent of penis-pill advertisements one sees and hears during sporting event broadcasts. Its sort of superb. From there he talks about how reproductive rights and childrens rights are being taken away and conservative men are flexing their muscles by standing on the sidelines, acting powerless.

He also connects the fact that he was a Marine in Afghanistan and Iraq, being told how he was fighting for the human rights of women in other countries, only to come home to a far more tyrannous Republican-led movement at home.

The video even gives a nice visual shoutout to weak leaders like Sen. Joe Manchin, who has pretended he has no power as a sitting U.S. senator. Kunce also pounds home the middle-American masculinity fallacy implicit in the pro-life movement.Real men fight for choice, the screen readsas Kunce gives his very simple message to voters: Thats why Im running for Senate. In Washington I will kill the filibuster and codify Roe v.Wade.

Ive heard enough!

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I've got a message for America's men about abortion. pic.twitter.com/bJItUvSx2x

Privacy as a foundational value in a post-Roe landscape on Daily Kos' The Brief podcast

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The fall of Roe affects everyone, and this Missouri Democrat wants men to 'Step the hell up!' - Daily Kos