GETTING OUT THE VOTE IN NYC
As a nonpartisan, independent city agency focused on informing and empowering the city’s voters the New York City Campaign Finance Board had an unique opportunity during the 2022 general election. By simply communicating that they knew the issues voters cared about, and the mechanics of how to vote, their voter education campaign had the potential to break from deficit framing of past elections.
Newly Naturalized Immigrant Voters
For the newly naturalized citizen audience, we focused on culturally relevant, in-language content deployed hyper-locally. By narrowing our out-of-home placements to zip codes where we knew these audiences lived, we were able to get messages in 6 languages where they are most likely to serve voters who speak a language other than English. We worked closely with a language services company to translate the ads into Chinese, Korean, and Bengali.
In total, we generated 91,191,670 impressions with 305 OOH units, including LinkNYC Kiosks, bus shelters, laundromat stands, subway entrance panels, and light projections.
