The 2024 election was slated to paint perhaps the most staggering picture yet of the dual-track democratic system we live in post-Shelby County. While some states had recently undone restrictive laws, others had doubled down on restrictive policies. In nearly half of the country, it was harder for BIPOC communities to vote in November compared to just the last presidential or even midterm elections. These changes opened the door to misunderstandings and active disinformation, with anti-voter forces taking advantage of social media, new technologies, election officials’ limited resources, and a fractured media ecosystem to stoke distrust and apathy. The Election Protection Coalition, which comprises 300+ state and national groups, enlisted Fenton to help overcome these voter communications challenges ahead of November 6.

Fenton devised a coalition communications operation and integrated strategy that sought to educate BIPOC voters on how to register to vote and cast a ballot, particularly in states with recent voting law changes; increase awareness of the 866-OUR-VOTE election protection hotline; and bolster national and state partners’ communications capacity to educate their constituencies and combat threats. Armed with the latest research on engaging both low-propensity and high-propensity voters of color, we deployed an online campaign toolkit of resources for dozens of partners to use, tailored ads in Pennsylvania, Florida, Georgia, and Wisconsin, and earned media outreach focused on both proactive storylines and rapid-response developments.

In just a few weeks, Fenton helped reach 2,140,000 low-propensity voters and drive 130,000 people to the election protection website through our ads. Our earned media campaign resulted in 110+ clips and more than 80 reporters attending our press calls, reaching diverse audiences through non-Beltway and affinity outlets in the process. Whether it was an Essence feature on Black women organizers, placements with Hispanic-affinity outlets like Telemundo and La Opinion, or radio interviews on NPR affiliates and SiriusXM, each opportunity provided the Coalition with a chance to directly promote the Hotline, reframe narratives around the election, and celebrate the successes of organizers. By Election Day, more than 1,544 users part of the coalition had visited our campaign toolkit housing core messaging, c3-friendly communications guidance, social media posts, customizable graphics, and campaign collateral. As leaders of the coalition conveyed on Election Day, the 2024 election was ultimately smooth and run with integrity, in no small part thanks to the work of the coalition.