Rock The Vote's new ad campaign #VoteMad encourages young people to use their power by voting in the midterm elections, instead of solely voicing their concerns online. Rock The Vote is a nonpartisan organization that specifically targets young adults as potential voters, so #VoteMad takes the passion seen in millennials and harnesses it toward real change.
The branding of this campaign stays true to traditional, patriotic colors associated with voting and civic duties, but through texture and typography it was given a more contemporary, gritty attitude. The blue reference's Twitter's blue, keying the audience into what #VoteMad is all about. The ads vibrate with movement and texture and color, drawing the viewer into a visualization of Twitter users tweeting out key phrases and buzzwords. Once that catches their attention, then the eye is brought down to the headline "Angry tweets only do so much." In the body copy there are statistics about how many seats in Congress are are up for election this midterm.
Big urban cities like New York are full of young, trendy adults who are constantly online. This subway ad targets that demographic, and with the larger type and call to action, the information is distributed and processed quickly to the commuters who only have a few seconds to read it.
However, some of the most disenfranchised voters live in rural cities, so these traditional and building billboards exist to reach out to every potential voter to know that their voice and their vote counts too. The traditional billboard could be applied to any small town in the states, ensuring that this campaign has national reach.
This mailer is sent to all young adults age 17 to 32 to ensure that those getting ready to register are reminded to do so and those who should have been registered a while still are. The mailer is a fold-out accordion book with with statistics of what is at stake in the election to inform the viewer. It also has information about the campaign website so that they know how to follow up on their registration, get involved, and stay informed.
Check out the prototyped website below!
The campaign website's primary goal is to ensure that the user is registered to vote, with a focus on local involvement and political education as secondary goals. Registering is the first step to enacting any change, so that is the first task that the user does when they launch the site. After they validate their registration, they are able to see how to get involved in their local events and canvassing, see their practice ballot to prepare for the polls, and learn about the specifics of who is running in their district.