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Here We Vote

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Concept/Purpose of the Work:
It’s the job of the Office of the Minnesota Secretary of State to hold safe, secure, fair elections. In 2020, amid a surging pandemic, that task was going to be tougher than ever. Even the words "vote by mail" had suddenly become partisan language. Our solution? Create a fun, positive campaign with simple visuals and a rally cry every Minnesotan could get behind, "Here We Vote." It's true year after year we lead the country in voter turnout. This rally cry paired perfectly with safe voting messages, and mailbox visuals allowed us to avoid the toxic phrase "vote by mail" and brought voters together instead of apart.

Results of the Work:

The results were huge: after more than 63 million impressions statewide, a record number of Minnesotans voted: nearly 3.3 million (80% of eligible voters). Minnesota also saw the highest number and percentage of absentee and early voters ever: over 1.9 million or 58% — more than double the previous high of 24% in 2018. And best of all, for the third time in the row, Minnesota ranked number one in the nation in voter turnout.

How the Work Was Delivered to the Masses:
The campaign ran across television, radio, print, digital, social and out-of-home and was a total of nearly 200 assets in four languages.


Credits:
Jason Bottenus, Executive Creative Director
Victor Kimble, SVP Strategy
Matt Benka, SVP Business Growth
Kelly Moss, Executive Producer
Bridget Jewell, Creative Director
Dustin Joyce, Art Director & Designer
Thom Kordonowy, Writer
Randy Cunningham, Account Management
John Pesavent, Producer
Craig Christiansen, Project Manager

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