Partner Overview
The American Civil Liberties Union of Pennsylvania – ACLU PA is a nonprofit, nonpartisan, membership organization that serves as an enduring guardian of justice, fairness, and freedom, working to protect civil liberties and advance equity for all.
ACLU PA defends and promotes the fundamental principles and values protected by the constitutions of the United States and the Commonwealth of Pennsylvania, as well as by national, state, and local civil rights laws.
Campaign Objective
The campaign aimed to empower voters with the knowledge to engage confidently in the electoral process. Rather than focusing solely on boosting turnout, the goal was to break down the complexities of voting, clarify rights, procedures, and protections, and ensure that every voter felt informed, prepared, and secure in making their voice count.
Strategy and Implementation
The ACLU PA partnered with The Communications Shop to launch “Todos PA’ las Urnas” [Everyone to the Polls], a statewide campaign to close the voter education gap and reinforce a sense of security through informed participation. At its core, the campaign championed the belief that voter education is the foundation of electoral empowerment.
Central to the initiative was Bendy, the campaign’s mascot. More than just a character, Bendy symbolized resilience, adaptability, and trust, key qualities for navigating Pennsylvania’s voting system. Bendy served as a relatable and friendly guide, appearing across social media, educational videos, and community events to connect with voters in an approachable, culturally resonant way.
Results
“Todos PA’ las Urnas” evolved from a voter outreach campaign into a transformative educational movement for Latino voters in Pennsylvania. The campaign effectively bridged the gap between uncertainty and confident participation by combining strategic messaging, grassroots outreach, and engaging visuals, turning awareness into action at the polls.
- Partner : ACLU of Pennsylvania
- Categories
- Access To Information
- Branding & Visual Identity
- Campaign
- Civic Engagement
- Digital Marketing & Social Media
- Electoral
- Lgbtq+ Rights
- Media Relations & Public Relations
- Research
- Strategic Communications
