NEW YORK (AP) — A Democratic group is rolling out a new $140 million ad campaign that aims to chip away at Donald Trump’s support among one of his most loyal voting blocs: rural voters.

The ads, from American Bridge 21st Century, will begin airing Monday in the northern battleground states of Pennsylvania, Michigan and Wisconsin. They are aimed at swing voters in smaller media markets that are less saturated with political advertising and where they hope to reach people, especially women, who may be on the fence.

“We should compete everywhere,” said American Bridge co-founder Bradley Beychok, who said Democrats have too often shied away from rural counties as they have focused on turning out base voters in more urban and suburban areas. In the states that are likely to decide November’s election “Margins matter,” he said.

The ads, part of the group’s broader $200 million effort to defeat Trump, target exurban and rural areas like Erie, Johnstown and Altoona, Pennsylvania; Flint, Saginaw and Bay City, Michigan; and Wausau and Rhinelander, Wisconsin.