How do we get youth voters to overcome apathy & not only register, but vote in the 2018 Midterms?


HeadCount is a non-partisan organization that uses the power of music to register voters and promote participation in democracy. For the 2018 Midterm we gave them an approach to reach voters where they actually are - online. I assisted with the creative brief of the overall campaign, the creation and social strategy for their Tumblr and Giphy pages, as well as created social copy and influencer programming.


Voters have become so polarized by the two party system, that the way to bring them into the conversation is focus on overarching issues (taxes, healthcare, equal rights) rather than divided politics.


Our goal was to create a personalized campaign that inspired and energized youth voters in a fresh way that only HeadCount could accomplish to get voters to the polls. After our digital campaign, Headcount tripled their previous highs for midterm elections, registering over 75,000 voters and signing up over 100,000 registered voters for election reminder alerts.


We created a video that would resonate with voters, focusing on the youth in America, speaking to them on their level, on their terms.


We created a specialized website, Giphy page, Snapchat filter and Influencer Toolkit to enable anyone to turn their smartphone into a megaphone.


We worked with influencers to spread our message on TV, Twitter, Facebook, and even on a boat!

Strategy/Social: Alekza Latte + Myself
Brand Director: Gabrielle Schaeffer
Creative: Caitlin Slack + Justine Cotter
Design: Matty Woodward