The Washington D.C.-based nonprofit Outdoor Advertising Association of America and its members announce the launch of a national out-of-home public service advertising campaign that urges people to vote this November.
The ad’s message is centered around labels, and how they often serve a negative purpose. The ads stress that while labels such as “gun-loving, fascism-hating, immigrant voter” and “idealist, activist, grandma voter” do have meaning, when it comes to a presidential election, the label that matters most is that of “voter.”
“These ads hold a mirror up to the American people,” said Pete VonDerLinn, executive creative director at Partners + Napier, the New York-based ad agency that designed the campaign. “They’re an unedited reflection of the labels we’re free to express, and we hear in our democracy, every day. Voting enables that freedom.”
The OOH ads are meant to drive digital engagement by directing viewers to VoteToCount.com where they can access their state’s voter registration pages. An interactive label generator allows visitors to choose their own labels, showcasing what they value and believe, and share on social media.
The new campaign is starting in Times Square and be supported with OOH ads covering billboards, bus shelters, subway cars and more throughout New York City. Ads will then launch in key markets throughout the fall, including cities hosting presidential debates. ADstruc Project X provided the media planning and procurement services, ensuring strategic placement for more than 3,000 digital and printed OOH ads.
“This campaign reminds all Americans that in this heated election, no matter how opinionated and vocal we are about our issues, identities and beliefs, we won't be counted if we don't vote,” said Luke Madden, account director at Partners + Napier. “All labels matter. Only one counts."
U.S. Census Bureau data from the 2012 presidential election shows that only about 65 percent of the American voting-age population was registered to vote, but 84.3 percent of those who were registered voted. “
Adds Nancy Fletcher, president and CEO of the OAAA: “To raise overall voter turnout in the U.S., voter registration must increase, which ‘Vote to Count’ will strive to accomplish. Labels are a part of politics and our goal is to celebrate those and competing viewpoints for the greater good.”
Leading up to election day on November 8, the campaign will roll out in major metros including Boston, Los Angeles, San Francisco, Miami, Chicago, Las Vegas, Washington D.C. and more.