Visiting friendly and familiar territory at the University of Iowa on Wednesday, President Barack Obama issues a call to keep interest on student loans from doubling soon.
"This is about your job security," he said. "This is about your future. If you do well, the economy does well. This is about the economy."
Speaking at a packed Field House, he finds a subject important to college students. It's a way to connect with some first-time voters in a presidential election.
"It's hard to establish yourself in the working world when you have so much to pay back," said Bria Davis, an Iowa sophomore. "I think it's very important."
This is a chance for President Obama to capture young voters in a swing state. Youthful support so important four years ago tha could be even more critical this time.
Polls show that young voters tend to favor the Obama-Biden ticket, but support is not at the wide margin it enjoyed in 2008. Democrats want to recapture that spirit in the months leading to the election.
"I know a lot of freshmen that are excited about it," said Elisa Martinez, an Iowa junior. "They're of age to vote, so talking about something that relates to them is a good idea."
Enthusiasm and energy are on display at this stop. The campaign wants that youthful support to keep growing. It's a message from the Field House that hits close to home.
"I don't want this to be a country where a shrinking number of people are doing really, really well, and a growing number of people are barely able to get by," President Obama said. "I don't want that for you. I don't want that for my daughters. I don't want that for America."
As this event ends, it's freindly and familiar territory that's important in the quest for a second term in the White House.