#WHYVOTE
Creative Concscience Social Campaign
SOCIAL • BRAND • MOTION#WHYVOTE is a social media campaign focused on engaging busy adults aged 18-22 in democracy, all while emphasizing the simplicity and ease of voting.
Young adults have the lowest voting turn out of any age group in the United States. Often, this lack of participation is believed by older groups to be the result of political apathy. However, voters in their early adulthood face significant barriers to participating politically. Student commitments, inflexible job schedules, and lack of sufficient transportation all restrict young voters from reaching the polls.
#WHYVOTE USA is the end goal of a design competition that aims to encourage and empower young adults to participate in United States democracy. Hosted by Creative Conscience and youth empowerment platform VoiceBox, the contest was open to submission by college students and recent college graduates. The competition required the submission of materials that aligned with their existing brand guidelines, as well as aligned with their goals of exciting people to vote. Submissions were allowed in the form of an Instagram carousel, a 15 second motion graphic, and/or a 30 second vlog.
In a three week-long design sprint, my teammates, Nina Bommarito, Rachel Wixson, and I rapidly accelerated our typical design process to create all three submission types. Through our group research, we learned about what significant barriers young voters face, and decided that we wanted to reduce those through our #WHYVOTE campaign. Since individuals in their late teens and early twenties are new to voting, they often lack proper education regarding the needed steps and ways to vote. We constructed a concept that prioritized informing and educating our target audience about how voting can be done quickly and easily.
After we established our concept statement, we began our visualization process. Guidelines for our concept were drafted, including the colors, type that #WHYVOTE required. Imagery was inspired partially by their guidelines, but by old voting posters, collages, and infographics as well.
Our graphic language utilizes typefaces, image treatments, and colors as required by the submission guidelines. However, we added additional stylistic guidelines to flesh out our message. Our imagery contains quintessential items to participate in democracy: voting materials and the voters themselves. Paper textures echo a well-loved planner or calendar, as it is important to plan ahead in voting. Text is kept minimal to increase the speed at which information is consumed. Movement in motion pieces is fast and snappy, emphasizing the speed at which registering and voting can be done. After feedback from our classmates, we concluded our project by submitting our long-form motion piece to the competition.