Perhaps the most important midterm election is nearly upon us in the US, and Rochester agency Partners + Napier has launched a campaign to encourage people to take a stand on the issues and vote.
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.
“This campaign is built on the insight that voting is one of the most personal things we can do. Voting literally makes your opinions, values and beliefs count. So instead of simply reminding people to vote, which historically doesn’t get people to the polls, we’re centering the campaign around hot-button issues that will provoke Americans to pull levers in the voting booth on November 6 and truly affect change,” said Pete VonDerLinn, executive creative director at Partners + Napier.
For its take-charge attitude and smart tactics to get people involved, the campaign was overwhelmingly elected by The Drum’s readership as this week’s US Creative Work of the Week.
See the campaign by clicking on the Creative Works box below.
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