Rock the Vote is dedicated to inspiring young people to participate in their democracy. Citizen has worked with Rock the Vote through three presidential elections as well as during the recent healthcare debate. Our “Yes/No Ballots” campaign won a 2004 Gold Effie Award for marketing effectiveness.
After conducting research underwritten by The Pew Charitable Trusts, the Citizen team discovered that, despite conventional wisdom, young people can be motivated by issues, particularly when confronted visually and emotionally. The “Yes/No” campaign used powerful iconic images and various media forms to reach more than 20 million viewers. It was responsible for helping Rock the Vote register 665,000 new youth voters, with the online executions receiving an average 17.5% click-through rate.
More recently, Citizen helped engage young people around the complex issue of healthcare reform. The “Yes We Care” campaign featured Scrubs stars Zack Braff and Donald Faison in online virals to mobilize viewers to learn more about what’s at stake for them when it comes to their healthcare.