Case Study

Getting Every Vote in for Los Angeles County

Los Angeles County Registrar-recorder/County Clerk

The Challenge

We knew that the November 2020 election would be unlike any other we had witnessed in our lifetime. Our charge was to engage voters across Los Angeles County to understand how they could vote safely, without risking their health and conveniently. To do this, we partnered with the Los Angeles County Registrar-Recorder/County Clerk to create a 360 surround-sound approach on digital media, focusing on producing personalized, culturally relevant content for all of LA County’s diverse communities in 13 different languages.

Our Approach

To ensure that we were reaching LA County’s diverse communities on social media we created multiple digital toolkits to allow partners, ambassadors and departments to spread GOTV resources to their networks. Our digital toolkits allowed us to be a one-stop-shop for GOTV related materials. From informational one-pagers about voting, print, newsletter and website assets, to Instagram story templates, customizable social media graphics and click-to-share posts, messengers and partners had everything they needed to promote the different ways of voting safely during the Presidential Election through a sleek and easy-to-use tool.


In a matter of weeks, we built three separate and tailored toolkits for LA County departments, community-based organization (CBO) partners, and influencers. Throughout the duration of the campaign, we launched new content on the toolkit weekly around key moments, such as: National Voter Registration Day, the voter registration deadline and Vote Center openings. We broke down complex topics, such as Vote by Mail and ballot tracking into easy-to-understand posts that directed users to take action.

In order to make sure our toolkits were reaching hard-to-reach communities, we created content in 13 languages, including in Armenian, Chinese, English, Farsi, Hindi, Japanese, Khmer, Korean, Russian, Spanish, Tagalog, Thai and Vietnamese. And across all of our in-language toolkit content, we used a multilingual content transcreation approach, tailoring all of our resources to resonate with our diverse set of audiences in an authentic and engaging way through accurate translations and culturally relevant images.

We ended up seeing great engagement with the toolkit by CBOs across the county. The toolkit was extremely well received by the client and remains an example of the extensive content creation and outreach that Fenton is capable of delivering.

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