Your voice, your vote: New Voters

The background

An estimated 3.7 million high school students are expected to graduate this school year. That’s almost 4 million new voters ready to take on the world and make their marks.

The problem? Many aren’t actually registered to vote. Traditionally, youth voter (18-24 year old) participation is low compared to other age groups, and overall voter turnout in the US is significantly lower than other countries – only 56% of Americans voted in the 2016 presidential election. While this can be attributed to a number of factors, most notably, confusion about navigating the voting process ranks chief among them. 

Today’s highschoolers are the most ethnically diverse we’ve ever seen. As members of Gen Z, they make up half of the entire voting age population alongside Millennials. Their votes carry more weight than possibly ever before, so, how do we get them to register?

That’s where New Voters comes in. 

 

The challenge 

Trying to get young people to vote isn’t new; other organizations have been attempting to for decades. New Voters had that part taken care of. 

What started as an effort to get fellow students at their own school registered created a movement spanning 186 schools across the country and a wave of new voters. Our challenge was to create a new, fresh look and feel for the New Voter mission to help them propel that momentum forward. 

 

The approach 

In thinking of what would best help New Voters accomplish their goals, we decided to bring the idea of “becoming” your reasons for voting to life, whatever they may be, whatever they may be. Hope, change, progress – you name it. Our “Be a Voter” campaign reflects how those passions move closer to becoming reality the second you fill in the bubble.

For this campaign, we leveraged clear, concise messaging of using a few words and then married them with bright colors and bold type, adding a lively accent to the pieces that reflects both the strong voice of youth activism and New Voters brand and mission. The creative drives the audience into action, spurring them to be part of a larger movement, and encouraging them to use their voice to vote. 

 

The results 

The New Voters’ mission is to amplify every voice and make sure it’s heard. Our mission was to amplify theirs. 

 

The takeaway 

Get registered. Go vote!