VOTIN24
A Conceptual Youth Voter Registration Campaign
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Young people often see politics as distant and irrelevant, making early civic engagement difficult to sustain.
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A campaign that gave 16-17-year-olds a compelling reason to pre-register to vote.
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Success depended on making voter registration feel culturally relevant, personally valuable, and easy to act on.
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The strategy focused on Florida and North Carolina, battleground states, where early registration laws created an opportunity to increase youth participation and long-term electoral impact.
Make pre-registration feel less like a civic duty and more like an opportunity too good to miss.
VOTIN24
A community-driven voter registration campaign designed to connect, inform, and empower the Youth Voters through social media and pre-registration events
AUDIENCE RESEARCH
Researched youth voting behavior, pre-registration trends, and the cultural touchpoints most relevant to Gen Z audiences.
CREATIVE CONCEPT
Developed a platform-native campaign built around bold visual storytelling that felt authentic rather than resembling traditional political advertising.
STRATEGIC INSIGHTS
Used audience insights to shape campaign messaging and develop a social-first strategy tailored to platform behaviors and audience expectations.
CAMPAIGN DESIGN
Created an incentive-driven concept combining a membership box, brand partnerships, and an exclusive festival experience to make voter pre-registration more engaging and rewarding.
Role: Lead Researcher
The project delivered a full conceptual campaign package including a strategic deck, project proposal, social content samples, and visual mockups.
VOTIN24 reinforced that the most effective way to reach a disengaged audience isn't to meet them where you think they should be, it's to show up where they already are, speaking a language they already understand.
Strategic brand and campaign work developed as part of the M.A. in Public Media program at Fordham University.
This case study was built around real-world briefs, combining research, strategy and creative development to produce actionable marketing plans.