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US Creative Work of the Week: Partners + Napier gets out the vote

Perhaps the most important midterm election is nearly upon us in the US, and Rochester agency Partners + Napier has launched a campaign to encourage people to take a stand on the issues and vote.

 Called ‘The Vote Needs U,’ the campaign was designed in response to Pew Research from 2016 that showed 60 million US citizens – or one-in-four eligible voters – were not even registered. It utilizes a central website plus print and social media to issue a call directly to individual members of the electorate to exercise their fundamental, democratic right to vote.

Tied together with a #TheVoteNeedsU hashtag, the work spotlights a variety of hot- button issues that spark passionate debate on both sides of the aisle, including reproductive rights, gun control, legalizing marijuana, border security, the Supreme Court, equal rights and more. In each execution, the letter ‘u’ is missing from the headline to creatively drive home the point that the vote literally needs “you” to take a stand on the issues each individual is most passionate about.

“This campaign is built on the insight that voting is one of the most personal things we can do. Voting literally makes your opinions, values and beliefs count. So instead of simply reminding people to vote, which historically doesn’t get people to the polls, we’re centering the campaign around hot-button issues that will provoke Americans to pull levers in the voting booth on November 6 and truly affect change,” said Pete VonDerLinn, executive creative director at Partners + Napier.

For its take-charge attitude and smart tactics to get people involved, the campaign was overwhelmingly elected by The Drum’s readership as this week’s US Creative Work of the Week.

See the campaign by clicking on the Creative Works box below.

To vote for next week’s US Creative Work of the Week, visit our latest US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe, visit our Creative Works homepage.

With an important midterm US election coming up November 6, Rochester agency Partners + Napier has launched a provocative ad campaign to encourage voting, called The Vote Needs U.

The campaign was designed in response to Pew Research from 2016 that showed 60 million US citizens – or one-in-four eligible voters – were not even registered. It utilizes a central website plus print and social media to issue a call directly to individual members of the electorate to exercise their fundamental, democratic right to vote.

Tied together with a #TheVoteNeedsU hashtag, the work spotlights a variety of hot- button issues that spark passionate debate on both sides of the aisle, including reproductive rights, gun control, legalizing marijuana, border security, the Supreme Court, equal rights and more. In each execution, the letter ‘u’ is missing from the headline to creatively drive home the point that the vote literally needs “you” to take a stand on the issues each individual is most passionate about.

Visitors to TheVoteNeedsU.com will find rotating images of an initial pool of eight controversial issues with a simple line of copy – “Wherever you stand, the vote needs U” – presented in an intentionally nonpartisan way. They will also be able to add issues that mean the most to them to the mix. And to help encourage their friends and family to vote, they will be able to easily share the images and issues they care about across their own social channels, including Facebook, Twitter and Instagram. The website also provides links to help those who still need to register to vote to do so via TurboVote.org and to find their local polling place via Vote.org.

Agency: Partners + Napier

Copywriter:  Gretchen Bye

Creative Director, Copywriter: Matt Palmer

Group Creative Director: Digital: Andy Rose

Group Creative Director: Dan O’Donnell

Executive Creative Officer: Pete VonDerLinn

UX Designer: Marco Fesyuk

Lead Technologist:  Rob Lioy

Creative Technologist:  Shane Morris
Associate Director of Development:  Lia Abbott

Marketing Technologist:  Geoff Harris

Senior Production Supervisor:  Jeff Zielinski

Creative Resources Supervisor:  Melissa Smith

Digital Experience Project Manager:  Meghan Hoose

PR Director:  Gregg Dinino

Senior Manager Social Media:  Michelle Spinnler

Social Media Specialist:  Chelsea Flint

 

Featured by The Drum

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