• by Fern Siegel , September 13, 2024

The demographics are shifting — which can have a big effect on elections. More than 40 million Gen Zs are now eligible to vote. Paramount’s Vote ’24 campaign encourages young people to vote — and get their friends to vote, too.

This work, created in-house, was carried during the VMAs broadcast. Taylor Swift and Jordan Chiles reminded viewers to make a plan to vote during the November 5 election.

The Ad Council airs the Vote ’24 campaign on its various platforms, including companies and schools. Two PSAs — “Use Your Power”  and “You Can” — are available via the campaign site.

The Vote ’24 online hub VoteVoteVote.com offers users the opportunity to register, preview ballots, and view voting info and resources. It is run by the nonpartisan group Headcount.

Paramount is backing the civic effort via research that found a friend’s encouragement increases the likelihood another will vote. Compared to campaign ads or social posts, a friend’s recommendation has a +8.3% effect. MTV has been rocking the vote for more than 30 years.

“Our elections are a critical time for civic engagement and for all Americans to weigh in on the future they want to see for this country,” said Lisa Sherman, president-CEO of the Ad Council. “But it’s only when people ensure they’re registered, have a voting plan and cast ballots that votes can make a difference.”