Agency: Ad Council
Client: ViacomCBS
Date: Sep 2020
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ViacomCBS, in partnership with the Ad Council, is launching Vote For Your Life, a mass voter registration, early voting, and get-out-the-vote campaign crafted to respond to the specific challenges of the upcoming 2020 election season.

Voter registration is down by as much as 70% in some states, largely affecting Millennials and Gen Z voters aged 18-30. Adding to this registration crisis, the pandemic is making it even more critical for all voters to learn about and take advantage of their options to vote early or absentee.

As part of this campaign and continuing in its legacy of expanding voter access – particularly for young people and first-time voters – MTV is also funding the cost of printing and mailing ballot applications for the first 100,000 American voters to select this option at both and The campaign is designed to lead voters to these tools that make it easy to quickly check their registration status, request a ballot and make a plan to vote early. More voters are interested in voting early by mail or drop box but many are not already familiar with the steps required to vote this way.