Democracy Campaigns
Media Advertising
Motivating young first-time voters to step up to the polls is challenging, especially among college students.
Political polarization and the media landscape have led many young people to be disillusioned with the subject of politics and the impact it has on both local and national scales. Many have a lack of knowledge surrounding the voting process and feel that their voices will not make a difference. But participation and recognition of the opportunity they have as young citizens are two key ingredients in the recipe for evolving a prosperous democracy and better future.
Campaign I: My First Time
With the busy lives that college students have, asking them to stop and consider voting may be the last thing they’ll do. It may be hard to get college students involved in certain discussions, especially when they are uninterested in such; however, to meet our goal, we have to grasp the attention of college students and spark a fire within them by providing them with out-of-the-box material.
Update: This campaign is currently showcased in the Indiana University Media School and has been used by clients
We created a series of physical prints intended to provide a light-hearted, tongue-in-cheek approach to politics that is otherwise viewed by college students as monotonous or insignificant to them. When considering the busy lives of college students, these print ads are an effective way to capture their attention by placing them in busy areas on campus that are sure to be seen.
The best way to increase awareness and engagement is by integrating these headlines onto a widely-used social media platform. This allows students to feel more connected to the content and feel like they can relate to it, enabling them to share and re-post the message to their own network of friends.
Instagram Story
This headline can easily be tailored to fit the landscape of a 24-hour lasting Instagram story. Taking advantage of the features Instagram offers to display and share content is yet another way to ensure visibility across the platform.
TikTok
TikTok has become an addictive platform within the social media landscape that provides short clips of eye-grabbing content without over-exhausting the short attention spans that college students have. The fresh, humourous nature of this campaign appropriately fits the layout of Tiktok to deliver an insightful yet engaging message in thirty seconds.
Campaign II: Fill In The Blank
When we consider politics and this idea of voting, we often assume that they are centered around national elections. As important as national elections are, there is not enough emphasis on local elections and the weight that they hold. Many voters are not informed of the impact that voting in local elections has on them in present-day and future contexts. With this campaign, we were motivated to highlight what local politics is inclusive of and how votes directly influence what is put into place at the city and state levels. This “Fill in the Blank” approach was created with the intention to re-shape voters’ perceptions of the voting process at a local scale and redefine what it means to vote locally.
Not everyone is aware that the park benches they sit on or the bus shelters that they wait under exist as a result of local voting. Embedding the message of the campaign throughout frequently used public spaces allows for the audience to actively see how their votes impact what they use on a daily basis.
Environmental Integration
Interactive Elements
This polaroid-inspired cut-out frame goes far beyond just catching the eyes of students but rather, encourages them to proactively interact and engage with the message on a personal level. This cut-out gives students the agency to choose whatever environment or location they find an appreciation for, filling in their own blanks and uploading a picture to their social media.
The transferability of this campaign is endless from out-of-home advertisements to an interactive approach; however, to do everything possible to reach college students, implementing this campaign onto popular mediums like Instagram can be an effective way to integrate the message onto platforms utilized daily.
Campaign III: Ridiculous Laws
We want to emphasize to young voters that one vote can be impactful on a local scale. Some laws and decisions passed may not always be hot-button issues, and at some points, can be almost perceived as unnecessary. While looking closely at a compilation of these mind-boggling, ridiculous laws that most are unaware of, we were motivated to empower local voters that their vote is their voice. To make it understood that an individual vote does make a difference, we implemented these laws into the campaign to make it recognized that if someone’s vote was impactful enough to pass these ridiculous laws, your vote is enough to change them.
Not everyone is aware that the park benches they sit on or the bus shelters that they wait under exist as a result of local voting. Embedding the message of the campaign throughout frequently used public spaces allows for the audience to actively see how their votes impact what they use on a daily basis.
Print Poster Series
Billboard
Whether you enjoy fishing or find baths to be your version of self-care, presenting a variety of absurd laws that cover different interests is the catalyst for initiating a personal connection with the message - voting is inclusive to all.
Magazine Print
While skimming the pages of a magazine, these ridiculous laws are sure to capture young voters’ attention and stop them in their tracks. A call-to-action can be even more so impactful when it is in the hands of the reader.
Digital Print
What is considered to be a night out for drinks with friends to you is considered to be an offense in the eyes of Indiana’s state law. Registering to vote means getting one step closer to enjoying your 5 o’clock happy hour without committing a crime.
If one law doesn’t catch your attention, another is sure to with this illustrative and inviting array of graphics. This campaign is one that can be transferred to fit the landscape of an Instagram carousel post, enabling followers to engage with the content and share with others the ridiculous laws that stick out to them.
