The Vote Needs U by Partners + Napier
With an important midterm US election coming up November 6, Rochester agency Partners + Napier has launched a provocative ad campaign to encourage voting, called The Vote Needs U.
The campaign was designed in response to Pew Research from 2016 that showed 60 million US citizens – or one-in-four eligible voters – were not even registered. It utilizes a central website plus print and social media to issue a call directly to individual members of the electorate to exercise their fundamental, democratic right to vote.
Tied together with a #TheVoteNeedsU hashtag, the work spotlights a variety of hot- button issues that spark passionate debate on both sides of the aisle, including reproductive rights, gun control, legalizing marijuana, border security, the Supreme Court, equal rights and more. In each execution, the letter ‘u’ is missing from the headline to creatively drive home the point that the vote literally needs “you” to take a stand on the issues each individual is most passionate about.
Visitors to TheVoteNeedsU.com will find rotating images of an initial pool of eight controversial issues with a simple line of copy – “Wherever you stand, the vote needs U” – presented in an intentionally nonpartisan way. They will also be able to add issues that mean the most to them to the mix. And to help encourage their friends and family to vote, they will be able to easily share the images and issues they care about across their own social channels, including Facebook, Twitter and Instagram. The website also provides links to help those who still need to register to vote to do so via TurboVote.org and to find their local polling place via Vote.org.
Agency: Partners + Napier
Copywriter: Gretchen Bye
Creative Director, Copywriter: Matt Palmer
Group Creative Director: Digital: Andy Rose
Group Creative Director: Dan O’Donnell
Executive Creative Officer: Pete VonDerLinn
UX Designer: Marco Fesyuk
Lead Technologist: Rob Lioy
Creative Technologist: Shane Morris
Associate Director of Development: Lia Abbott
Marketing Technologist: Geoff Harris
Senior Production Supervisor: Jeff Zielinski
Creative Resources Supervisor: Melissa Smith
Digital Experience Project Manager: Meghan Hoose
PR Director: Gregg Dinino
Senior Manager Social Media: Michelle Spinnler
Social Media Specialist: Chelsea Flint