Our "Every Vote In" campaign drove thousands of first-time voters to register, while educating residents about the importance of voting early and by mail during the COVID-19 pandemic.
GOTV in Los Angeles County
Recognizing that the November 2020 election would be unlike any other we had witnessed in our lifetime, the Every Vote In campaign drove thousands of first-time voters to register, while educating Los Angeles County residents of eligible voting age about the importance of voting early and by mail during the COVID-19 pandemic.
Given the high stakes, this campaign was one of the most ambitious ever pursued by the Office of the Registrar-Recorder. To succeed, we knew we had to meet Angelenos where they were: on their mobile devices, in their neighborhoods, and in their languages. With our data-driven approach our campaign broke new ground when it came to engaging people looking for information on how to vote in this unprecedented year.
Unlike previous voter registration efforts, the undercurrent of this campaign was driven by a strong public health message aimed at protecting L.A. communities from the spread of COVID-19 by encouraging vote by mail. Given the diverse population of the region, we focused heavily on a multicultural approach to effectively reach a multilingual, voting-age population. With material available in 13 languages, we focused on eight key workstreams to reach our ambitious goals:
Message Research • Modern and Bold Creative • A Groundbreaking Website • Digital Advertising • TV • Radio • Print • Out-of-Home (OOH)
The 2020 Presidential Election had a historic turnout. We saw the fruits of our Every Vote In campaign pay off in full force with both voter registration and mail-in votes sky-rocketing, proving that our public health messaging resonated with our key demographics.
