Vote by Mail 2020
The chance to modernize voting in America through power, control, and choice
Brandcenter X Open Creative Briefing by Senator Barry Wacksman| 2 Weeks| Do Good Campaign | Real Client Project
The Ask:
Create a Vote by Mail grassroots "viral" movement to put pressure on those elected officials, including Trump and McConnell, to make Vote by Mail possible in all 50 states in time for the November 2020 election.
Strategy:
To disrupt the voting status quo in America
What makes something "viral"
being part of something larger than yourself
Build social currency by connecting with others
Shared
experience/commonalities
Anyone can participate, it doesn’t discriminate
transcends to traditional media and the outside world
Ability to move from social to traditional media and sparks a conversation
MY Role
Helped to craft the strategy, conducted research, helped ideate executional concepts and campaign idea
It's All about...
Power
&
Control
&
Choice
The chance to take voting back
Campaign: THIS IS AMERICA, TAKE BACK THE VOTE
Execution 1:
Send Yourself 2020
This is a countdown challenge, you post a full body photo of yourself or send it by mail to Vote By Mail, every photo tagged or sent will participate in a human-less protest. Every photo submitted will become a stake in the ground in a public place transcend from online to real life.
Action:
Get this viral initiative to go from digital to traditional landscape.
Share a photo of yourself by mail or tagging online. Every photo will represent a voter who supports Voting By Mail 2020.
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Goal:
Bring people together to fight for the ability to vote by mail in 2020.
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Execution(s):
Compile thousands of pictures of voters who support Vote By Mail for the 2020 election at Capitol Hill or similar.
Public stunt on the National Mall where this mass protest would happen. See how the countdown goes the first time and possible secondary spin on it for those that missed out or the amount of traction it gains.
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Where will this live?
Social: Twitter, Instagram, Facebook, Reddit
Traditional: news outlets, earned media
Execution 2:
All Mail Goes Challenge
This directly plays off of the idea that you can send virtually anything through the USPS (coconuts, potato, rock, brick, frisbee, flip flop, baby diaper, piñata-gram, hula hoop, baby chickens) by mail BUT you can’t send you vote by mail.
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You can send virtually anything through the USPS (coconuts, potato, rock, brick, frisbee, flip flop, baby diaper, piñata-gram, hula hoop, baby chickens) by mail BUT you can’t send your vote by mail.
Action:
Re-familiarize your relationship with mail and share that vote by mail isn’t a nationwide option in the 2020 election.
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Goal:
Show how absurd we can mail almost anything but can’t vote by mail in 2020.
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Execution(s):
Have people send the most absurd things in the mail to each other and challenge others to do the same but bring home the point that you can't vote by mail. Using the hashtag #anymailgoes2020 for the challenge. Also using the hashtag #votebymail2020 to show what the challenge is about.
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Participants make videos of themselves mailing absurd objects yet they can’t vote by mail. They can tag a friend to challenge them to do the same with #allmailgoes2020 and #votebymail2020.
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Where will this live?
Social platforms with a large video audience and capabilities:
TikTok, Instagram, Snapchat, YouTube, Facebook
Execution 3:
Brand partnership with Nike
The most important race of your life is to your mailbox.
Working with a brand that fits the bill for this voting initiative or is known for being political that is within reach to work with. This brand has to share the same values as this campaign: freedom, choice and power.
Action:
Get a brand to work with the campaign to not only draw attention but to incentive people to take action. Partner with Nike to inform that voting by mail is a necessity for the 2020 election.
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Goal:
Give people a reason vote from home.
Nike reinforces their position as an advocate for progress and cultivates buzz around how we should vote in the 2020 election.
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Execution(s):
Put on your voting shoes and race to the pools. Show people putting on their Nike gear to get ready to vote from home. ​​
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Get earned and paid media through having a rumor that Nike is creating a house house show around voting to get people excited to vote from home in the 2020 election. ​​
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Have Nike design a sneaker around voting and get people excited about the limited time drop. The sneaker could be worn at home but it is the sneaker you want to wear when voting from home.
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Also have stickers that people can put on their mailboxes to show support. ​
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Where will this live?
Social: Instagram, Twitter, Facebook, Reddit, blog posts
Traditional: News outlets, earned media
Execution 4:
Absentee BAllot Challenge
If the government won’t institute nationwide vote by mail for the 2020 election, Americans are going request an absentee ballot. They challenge/tag friends to #VoteMyWay.
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This is the chance for voters to stick up it to the man. If They can’t vote by mail they are going absentee. They challenge/tag friends to #VoteMyWay.
Action:
To request an absentee ballot to fight for infrastructure change and challenge others to do so.
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Goal:
Directly notify the government that a new voting system is a necessity for the majority.
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To push the infrastructure for an absentee ballot and put pressure on the government to make a change in the process.
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Execution(s):​
Create a chain of content between followers utilizing the #VoteMyWay and sharing why we need nationwide vote by mail for the 2020 election.
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Post confirmation notices on social platforms and in the caption explain why. These would include screenshots/photos or videos. Utilize the hashtag to have it be not only be visible but shareable.
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Social Caption Example:
I support Vote From Home 2020 because my roommate is in an COVID-19 at-risk category. Let your government know. Request your absentee ballot. #Votebymail2020 #Absentee2020
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Where will this live?
Instagram/Twitter/Facebook - speak up with photo/video and why I’m voting my way
Strategy Team:
Charlie Hudson: Strategist
Cat Marsh: Strategist