Florida is a top priority in a $30 million election program from a progressive coalition seeking to rally "infrequent midterm voters" of color, women and young people.

The goal is to reach 2.5 million voters in Florida, Michigan and Nevada, according to "Win Justice," the coalition made up by Planned Parenthood Votes, Center for Community Change Action, Color Of Change PAC and Service Employees International Union.

The program will engage voters around gubernatorial races, U.S. Senate races, and several down-ticket races. The group will target 1.25 million voters in Florida, 1 million voters in Michigan, and 250,000 voters in Nevada.

Florida targets are 50.5% under the age of 35, 55% women, 33% black, and 38% Hispanic, an organizer said.

"This investment seeks to change the face of the electorate in these states from the ground up by mobilizing infrequent midterm votes, focusing on people of color, women, and young people," according to a release. "Engaging infrequent voters is not a new strategy, but attempts to do this in midterm elections have not worked consistently in the past –– mostly because efforts often engage too close to election day and don't build real relationships. As a result, turnout of these voters has dipped over the last several election cycles.

"Win Justice will reverse that trend by authentically engaging these voters early and often. This program is focused on both immediate and long-term change by building an army of local leaders to lead this effort. Through peer-to-peer texting, digital organizing, and resourcing and training community leaders to knock on doors and mobilize voters in their communities, our organizations will turn out tens of thousands of new voters to make a difference in these states."

The effort comes at billionaire Tom Steyer's NextGen America is also targeting Florida youth voters.