More than a dozen brands have joined forces to create The Civic Culture Coalition—a non-partisan group “powered by pop culture” that will encourage consumers to participate in the 2018 midterm elections and beyond.
Among the brands involved are Ad Council, AMC Theatres, Anonymous Content, ATTN:, AwesomenessTV, Bad Robot, Creative Artists Agency (CAA), DoSomething.org, Entertainment Industry Foundation, iHeartMedia, Lyft, SB Projects, TOMS, Tumblr, Univision Communications, VICE Media and more.
The Civic Culture Coalition’s first campaign is called “I am a voter,” offering tools and resources like registration portals and reminders. A website has been launched that helps anyone across the country register to vote and volunteer to help others do the same. In addition, a text message platform was introduced that allows Americans to get election updates, reminders, tools and events by texting VOTER to 26797.
“I am a voter” taps into young generations’ desire for individualism by using words that describe the person and not just the act.
“The campaign is designed to encourage Americans to establish a voter identity—’I am a voter,’ rather than ‘I vote’—and to celebrate voting as an expression of self rather than as simply a behavior,” said René Spellman, an executive with the CAA Foundation.
On September 25, various coalition companies will participate in a three-minute “media shutdown” and push the message “Register Now. Vote November 6.” According to The Civic Culture Coalition, three minutes is all the time it takes to register as a voter.
The Coalition teamed up with several designers and influencers to spread awareness on social media, as well as during New York Fashion Week and the Primetime Emmy Awards. Each participant was seen wearing “I am a voter” pins and shirts.
Digital influences will release content themed around “Register While You Wait” between now and National Voter Registration Day on September 25. The content will remind users to make sure they’re registered while they’re waiting for something else, like the bus, brewing coffee or during a commercial break.