70 Million Voters
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Using our media campaign is as easy as 1, 2, 3 – and it’s free!

1. Enter your name, organization, and contact email in the form below. This content is available at no charge to anyone who wants to use it, but we welcome the opportunity to stay in touch and get feedback.

2. Click the Dropbox link to download custom files preformatted for the major social media platforms.

3. Read the Campaign Guide below for more information and tips on how best to deploy the campaign.

 

This content is offered under this Creative Commons License: Attribution Non-Commercial 4.0 International.  By downloading the content, you agree to the terms of this license: [https://creativecommons.org/licenses/by-nc/4.0/legalcode].  In plain terms, the license allows you to use and modify the content as long as it is not for commercial purposes.  Attribution required under the license is modified as follows:  attribution is not required on the videos when run in a social media campaign; if the videos are used on a web site, attribution should be:  “Videos by 70MillionVoters.com”. 

 

70M Campaign Guide


Purpose

Young people aged 18 to 34 vote in much lower numbers than other age groups.  Yet the votes being cast today will shape their future!  The creators of the 70M Voters campaign believe it is essential to the democratic process to increase voter participation of this age cohort.  

The 70M Voters campaign is designed to add a missing marketing component to traditional get-out-the-vote (GOTV) efforts targeted at these young voters.  Most GOTV campaigns focus on individual outreach like personal visits, phone calls, emails, or texts. This campaign adds a broad video marketing message to use in conjunction with these more traditional high-touch techniques.  

The videos are designed to run on social media, which is primarily where young people look for information.  That channel is less expensive than traditional media like TV and is more easily targeted to the specific audience.  These videos are non-partisan, non-candidate, and non-issues based.  They are available for free to anybody who wants to use them as part of any political or GOTV campaign.  


Research

The content is based on messaging developed and tested in focus groups held in Fresno, California, in March of 2018, which clearly showed that the biggest reason young people don’t vote is because “my one vote won’t matter”.  Our message confronts that by pointing out that while elections are rarely decided by exactly one vote, 70 million votes can and will change results.  The focus groups reacted positively to this message, seeing it as empowering, exciting, and energizing, particularly when articulated by someone who looks like them.

The second reason for not voting is the difficulty in getting clear and unbiased information about candidates and issues.  To help with that, the videos close with a pointer to www.ballotready.org, which will be a voting resource available in all fifty states.


Test Results

In the spring of 2018, 70 Million Voters ran a digital advertising campaign to encourage young adults in Nevada to vote in the primary election on June 12. The campaign targeted 60% of ads to adults between 18-34 years old, and 40% of ads to African-American and Hispanic adults between 18-34 years old, meaning that people of color were exposed at nearly double the rate as white voters. The ads were delivered to mobile devices across the following channels: ClearStream, Pandora, Facebook, Instagram, SnapChat, and YouTube. 70 Million Voters embedded an A/B test into this program, dividing the zip codes of Nevada into two sets with similar demographics.

In overall results, there was no statistically significant difference between the A and B cohorts in overall voting turnout.  However, there was a small but noticeable indication of better voting performance from voters of color, both Hispanic and African American.  Since these voters were exposed at nearly double the rate, it is not clear whether the better performance is because the campaign appealed more to voters of color or because the other voters simply did not receive enough exposures of the ads to be effective.

Our conclusions from the test are as follows:  First, while GOTV ads are not a magic bullet to substitute for an on-the-ground GOTV campaign, they can be a cost effective and powerful component of a broader GOTV campaign.  In using these assets, we recommend building a campaign that combines traditional techniques with a social media component.  Second, there needs to be adequate exposure for the ads to be effective.  In our test, we had roughly 3 million exposures with over a half million views of 100% of the videos.  With about 250,000 people in the target zip codes, that is only about 10 exposures per person over the course of a month.  We believe that the number of exposures should be higher ideally.  Moreover, the shortened 15 second ads available here will perform better on Facebook, which will increase the quality of ads, i.e. more people exposed will watch them to completion.  Lastly, there are indications that this campaign is particularly appealing to voters of color.   More information is included in the Deployment Tips section.


Videos

There are 5 speakers in the videos:  Alia, Colette, Joshua, Lorena, Nate.  They were paid, but they used their real names, ages, and occupations, giving them authenticity. There is racial and gender diversity. You are welcome to use all the speakers, or just some of them.

There are multiple versions of the each video:

  • There are versions with and without the end slide pointing to www.ballotready.org.  The versions without the end slide were created to enable you to add your own closing “call to action" slide for a candidate, issue, or organization.  
  • There are both 15- and 30-second versions.
  • There are differently formatted versions specifically for Facebook/Instagram, Pandora, Snapchat, and YouTube/Clearstream. 

Deployment Tips

These recommendations are based on our experience from the June 2018 Nevada primary test.

  • Plan your campaign and set up your social media accounts several weeks in advance.  The platforms have different rules, and they often require prior approval, which could take days.  Moreover, the rules are in flux, so it takes active supervision.  It is worth hiring someone with experience in social media ad deployment.
  • Plan for saturation. The audience should be exposed to your ad at least several times a week for a month. Aim for a minimum of 10 exposures a month.
  • Several platforms require language in the ad saying, “Paid for by xyz”.  Check the requirements of each platform, and leave time in your schedule to add the required text.
  • Decide whether to include our www.ballotready.org end slide, or to create your own.
  • We recommend the 15-second version of the ads for Facebook and Instagram.  We found that the 30 second ads were too long for these platforms.
  • The 30-second versions performed well on YouTube, Clearstream (general web content), Pandora, and SnapChat.  Even so, it is reasonable to consider the 15-second versions for those platforms, too. For the 30-second versions on SnapChat, we propose the “top snap” teaser from the start of the 15 second version, since those starting few seconds are more immediately appealing and will likely draw more views, yet would still be consistent with the 30-second version of the same speaker that follows.
  • For the African American and Hispanic voters, Joshua, Lorena and Alia performed best.  For all voters, Nate, Colette, Joshua and Lorena all performed well.