Challenge
In the 2022 midterm elections, Nevada played a critical role in determining the balance of power in the U.S. Congress. The re-election of key Democrats, including Governor Steve Sisolak and Senator Catherine Cortez Masto, was essential to advancing progressive policies affecting Nevada’s families, environment, and economy. Republicans were poised to regain control of Congress and the Senate, making the stakes particularly high.
Low-propensity voters, including Latino and Black communities and youth across Nevada, were crucial to securing Democratic victories. PLAN Action, a leading advocacy group, partnered with Communications Shop to design and implement a digital campaign that would engage these voter groups, educate them on key issues, and drive them to the polls.
Solution
Communications Shop developed a creative, bilingual digital campaign that was positive, fun, and engaging, designed to motivate young Latino and Black communities to participate in the 2022 midterm elections. The strategy included:
- Targeted Messaging: Communications Shop crafted messaging in both English and Spanish that resonated with voters, emphasizing the real-world impact of the elections on Nevada’s future.
- Engaging Content Creation: The campaign produced a range of digital assets, including motivational videos, radio spots, educational infographics, visually striking graphics, and digital ads. All content was designed to capture attention and inspire action.
- Centralized Information Hub: Communications Shop also revamped PLAN Action’s website, creating a dynamic and visually appealing homepage that centralized election-related information, making it easier for eligible voters to access details on how to participate.
- Earned Media Outreach: In addition to digital content, Communications Shop secured media coverage with more than 15 earned media interviews on radio and TV, amplifying PLAN Action’s efforts statewide.
Impact
The digital campaign reached approximately 5 million potential voters across Nevada, helping to boost voter engagement, particularly among the targeted low-propensity groups. The results were clear: Democrats retained 4 of the 5 targeted seats, helping to maintain progressive leadership in key offices, including the U.S. Senate.
- Community Engagement: The campaign uplifted PLAN Action’s role in mobilizing Nevadans and highlighted their long-standing commitment to civic participation.
- Media Success: The campaign garnered significant media attention, with radio and TV appearances that reinforced the election’s importance.
- Award Recognition: Communications Shop’s efforts were recognized with five nominations for the prestigious 2023 Reed Awards, including Creative Agency of the Year, and won Best Podcast or Streaming Audio Ad: For a Political Campaign award.
Conclusion
Communications Shop’s partnership with PLAN Action during Nevada’s pivotal 2022 midterm election was a resounding success. By creating a vibrant, inclusive, and impactful digital campaign, Communications Shop helped to empower and mobilize Nevada’s communities, ensuring their voices were heard at the polls. This work contributed to securing key Democratic wins, advancing a progressive agenda, and building a stronger, more equitable future for Nevada.
Recognition
For its exceptional work, Communications Shop received the 2023 Reed Award for Best Podcast or Streaming Audio Ad: For a Political Campaign, further solidifying its reputation as a leader in political communications.
- Partner : Plan Action
- Link : https://planaction.org/
- Link •Campaign •Electoral •Media Relations •Civic Engagement •Digital
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