STRATEGIST | HUSTLER | LEADER
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
One of the most powerful forms of creative expression is to use your voice.
And one of the most powerful ways to use your voice is to vote.
CREATIVITY > POLITICS
Their future
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
PHASE 2: ELECTION 2020
SOCIAL CAMPAIGN
Bold, informative content aimed at showing young voters the power in their brush stroke.
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.
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
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