INSPIRING THE NEXT GENERATION OF VOTERS

The Situation

In 2012 I held an event called Paint Your Future, my goal was simple and narrow: get my friends to vote. In 2016, the event didn't happen.  In 2020, the event—and more—needed to return. 

The Job

The future of America is in the hands of the next generation of voters, develop a strategic campaign and creative platform that can light a fire in Gen Z to engage in the 2020 election and beyond. 

The Problem

Young people in America don't vote. The stale traditions of U.S. Government, and the creativity of Gen Z simply don't mix. They believe in the power of their voice, but not the power of their vote. 

THE TRUTH WE'RE REVEALING

VOTING IS MORE THAN "JUST" YOUR CIVIC DUTY

IT'S A FORM OF CREATIVE EXPRESSION

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One of the most powerful forms of creative expression is to use your voice.

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And one of the most powerful ways to use your voice is to vote.

CREATIVITY > POLITICS

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Their future

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Their choice

KEY FINDINGS

We've got to do better.

Only 49% of people aged 18-29 in America register to vote. One of the lowest young voter turnouts in countries around the world.

Creativity is a birth right for Zs.

63% of Gen Z says they do something creative every single day. While creativity was taught to earlier generations, Gen Z naturally bursts with it.

How it started. How it's going.

Not so good. In 2012 36% of Gen Z had no idea they could register to vote online. In 2020 there are still 34% who still think registration still happens on paper.

INSPIRE FUTURE GENERATIONS TO USE THEIR CREATIVE SUPERPOWERS TO SHAPE A NEW AMERICA

OUR GOAL

CAMPAIGN STRATEGY

OUR COUNTRY IS OUR CANVAS, YOUR VOTE IS YOUR BRUSH STROKE

CREATIVE PLATFORM

PAINT YOUR FUTURE

LAUNCHING PYF

 

Phase 1

DEVELOP BRAND:

Develop strategic campaign, creative platform and brand identity to energize Gen Z voters.

 

Phase 2

ELECTION 2020:

Activate for the 2020 Presidential Election with social media campaign, brand activations,

and local partnerships.

 

Phase 3

THE FUTURE:

Post Election 2020 focuses: PYF website platform, Gen Z voter registration, 501 (c)(3) non-profit

organization formation, 2022 mid-term elections.

PHASE 1: BRAND DEVELOPMENT

BRAND MARK

 

HORIZONTAL

STACK

BRAND IDENTITY

 

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PHASE 2: ELECTION 2020

SOCIAL CAMPAIGN

 

Bold, informative content aimed at showing young voters the power in their brush stroke.

 

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STREETWEAR +

"I VOTED" STICKER

 

The expression of self through  the creative styles of streetwear fashion is a key trait of Gen Z.

 

PYF partnered with local streetwear brand Chilalay and artist Earl Mack to create a limited edition Paint Your Future "I Voted"

t-shirt and sticker pack that was available on election day.* 

*T-shirts sold out in 4 hours.

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PHASE 3: BEYOND ELECTION 2020

GEN Z VOTER REGISTRATION

With the 2020 election over, focus will now shift towards getting the rest of Gen Z registered and ready for future elections

 

Borrowing from a tried and true voter turnout tactic, vote tripling, we'll get Gen Z to activate one another and not just register themselves, but also inspire three other friends to get registered.

TRIPLE YOUR IMPACT

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The future belongs to the youth.

PAINT YOUR FUTURE

THE TEAM

Nana Dadzie | Strategist

Erinn Budd | Brand Manager

David Ligon | Art Director

Allison Schneider | Strategist

Charlotte Robins | Strategist