The scenes in the political ads play out in almost the same order: A heartbreaking story about someone who can’t seem to stop taking drugs. A grim statistic about opioids. And then a somber pitch from a candidate promising solutions.

More and more, politicians in competitive races are using emotional pleas about opioid abuse to woo voters. In states like Wisconsin, where hundreds of people are dying of opioid overdoses every year, candidates are talking about drugs in stump speeches, on Facebook and in ads.

The opioid fight has become a shared talking point for Democrats and Republicans, who discuss the crisis using startlingly similar language and often vote together to pass bills.