In anticipation of this year’s unprecedented election, we teamed up with Rock the Vote to launch a voter awareness campaign that, instead of focusing on who people should vote for, was centered on what people should vote for.
We created a voter awareness campaign and activist platform empowering people to fight for what they believe in through a star-studded PSA, the distribution of voter mask kits, Instagram stickers, and free access to award-winning documentaries.
PSA VIDEO
Our campaign kicked off with a PSA video starring HBO stars, including Spike Lee, Sarah Paulson, Robin Thede, Matt Bomer, Henry Winkler, and Natasha Rothwell, just to name a few. The celebrities are shown wearing fill-in-the blank masks on which they’ve handwritten issues that matter to them. The passionate piece is set to “I Give You Power” by Mavis Staples and Arcade Fire, adding to the weight and urgency behind our message.
VOTER KITS
Our campaign focused on empowering and educating voters, while also keeping them safe. Not only did we make a statement with our PSA, but we gave people the tools to make their own statements.
Let @HBOMax and Rock the Vote help make your voting experience safe and stylish. Sign up for a chance to receive a free customizable mask, a voter checklist, and some stickers to show off your election spirit: https://t.co/ni6Id131ep pic.twitter.com/obfiqNwzfS
— HBO (@HBO) October 16, 2020
FREE DOCUMENTARIES
On top of that, we curated a selection of more than 20 eye-opening documentaries and made them available for all to stream, no subscription necessary. Voting is tied to real issues that affect us and those around us every day, so making these important films available for free was an effort to educate, inform, and spark action.
SOCIAL
Social media was our megaphone. We used Twitter and Instagram to create awareness around social issues, encourage people to register to vote, and continue the conversation around the topics that matter. We also created a pack of visually stimulating stickers on Instagram, as well as an Instagram face filter, to empower voters to express themselves.
Stickers
Do the right thing. Vote.
— HBO (@HBO) October 2, 2020
Register today at https://t.co/KImR7ySQh2. pic.twitter.com/kRyUpyoCK9
Women's rights are human rights.
— HBO (@HBO) October 11, 2020
Use your vote and learn more about the issues facing women's equality this election with @HBODocs, available to watch for free: https://t.co/5azcvAHU0m pic.twitter.com/nikDpKSQ0A
We're not equal until we're all equal.
— HBO (@HBO) October 15, 2020
Vote this November and learn more about the issues facing LGBTQ+ individuals and communities this election: https://t.co/BLGdBCgnG1 pic.twitter.com/N60gJuCLnf
There's work to do.
— HBO (@HBO) October 18, 2020
Make your voice heard this election and be part of the fight for equal rights. Stay up to date with deadlines and figure out your voting plan here: https://t.co/c69gz3UaZO pic.twitter.com/hLe9wbOdSx
Voting matters.
— HBO (@HBO) October 21, 2020
Be part of the fight for a true democracy. Stay up to date with deadlines and make your voting plan here: https://t.co/2kCCPyJCIy pic.twitter.com/5OYZZGMu4l
Instagram Stories
IG Filter
IG Story
TURNING AWARENESS INTO ACTION
This was an awareness campaign through and through. We committed to spreading the word about issues that matter, imploring citizens to vote, and encouraging continued conversation well past November 3. As you can see, our audiences took our toolkit and ran with it, making it clear that this election wasn’t just about the candidates; it was about the people of our nation and the issues they care about.
— Neal Katyal (@neal_katyal) November 6, 2020
