Outrider Foundation has enlisted independent creative agency Planet Propaganda to rally young Wisconsin voters in a campaign called #VoteItOverWith.
Creative doesn’t gloss over the fact that 2020 has been terrible, but aims to inspire college students and young adults between the ages of 18-30 in the swing state to channel their angst into something positive, like voting.
It urges its target to take the necessary steps to register and vote this fall. An interactive mural features a pie chart with spinner titled “Why I Vote.” It includes possible responses for the spinner to land on like “founding daddy issues,” “cancel out uncle’s vote,” and “swing state (kinda important).”
Hand-drawn motion graphics will run on Instagram, Snapchat and YouTube, combining useful information with a touch of dry humor. One execution is “2020 Time Management,” while another is “Easing the Pain of 2020.”
The ads all drive directly to the official MyVote Wisconsin page, where people can take the next steps to register and request an absentee ballot. The campaign will run through Election Day. Calls-to-action will change as the election gets closer, from “register” to “request your ballot” to “find your polling place.”
Even in regular times, young voters often find voting rules confusing and demotivating, and this year will present more challenges than ever due to COVID-19 and other logistical complexities.
The effort aims to reassure first-time voters and young professionals that voting is accessible, while underscoring how enormously consequential voting is in crucial swing states like Wisconsin.
Outrider’s mission is to provide accessible information through digital media to inspire action around environmental and social issues.