President Barack Obama’s reelection campaign announced on Thursday the kick-off of “Project Vote”, an initiative aimed at registering and rallying support from key Democratic base voters. The focus will be on Blacks, Latinos, youth, seniors, women, gay and lesbian voters, among other minorities.

Campaign officials said they aim to connect with groups that have historically under-participated, and base voters who have recently moved into a state or a community.

While Obama’s camp prepares to drum up support, the nation has already weighed in on Obama’s performance thus far—and the numbers aren’t good.

The most recent Gallup tracking poll indicates that President Obama’s approval rating is at an all-time low of 38 percent. Despite those bleak numbers, an unnamed member from Obama’s reelection campaign told Politico that winning these key demographics could again clench a victory.

“The big goal here it to expand the electorate," said an Obama for America official to the news outlet. "That's how we won in 2008, and we think that's the path to victory again in 2012. There's a registration component, and a turnout component for sporadic voters."

Project Vote’s campaign will be a mix of digital outreach and grassroots organizing to communicate with and engage key demographic groups, the team said in a statement.