Leading up to the 2022 midterm elections, I conceived 3 different campaigns and a season’s worth of voter-educational posts to be used across all of the social platforms, for both league chapters leading up to Election Day. Ambitiously, I also joined up with the chapter in which my residing county was, and ran the instagram posts and and campaign design for LWVJoCo as well as LWVKC, leading up to the same ‘22 midterms. I conceived 3 different campaigns and a season’s worth of voter-educational posts to be used across all of the social platforms, for both league chapters leading up to Election Day.
Election Integrity Campaign, LWVKC
This montage above shows the 5 fact videos in a style I called "Black and White". This black and white concept was the foundational concept for the entire election integrity campaign-- which I intended to draw upon the audience's understanding of the black-and-white palette's symbolism of truths vs. untruths.
The Ballot Integrity campaign's aim was to combat misinformation regarding the integrity of KCMO's ballots and the election process. I designed a campaign aesthetic and a series of video-posts to be used across all of the social platforms, leading up to Election Day. Below are three different styles of video posts that were used in the campaign. Each style is comprised of five separate election integrity fact videos, combined for easier portfolio showcasing.
A contextual view of one of the black-and-white style Instagram animated post videos.
This montage above shows the 5 fact videos in the "chat bubble" style. This concept was my design solution on how to rephrase the somewhat dry/factual information, and present it as a conversational dialogue -- as a way to empathize with the audience's concerns about election integrity.
A contextual view of the chat-bubble style animated posts, shown in instagram, but was additionally posted across Facebook, LinkedIn, Twitter platforms & also reformatted for TikTok.
And finally, this last montage shows a vertical format (for Instagram Reels and TikTok) of a"Q & A" style. We wanted to have a variety of different videos reinforcing the 5 core facts about election integrity. Having these 3 different styles and approaches gave us a total of 15 separate video posts to vary the content delivered throughout the campaign, to keep the audience engaged.
Because TikTok and Instagram Reels have been gaining momentum as the next high-impression format, this image showcases a contextual view of the "Q&A" style videos from within the reels view.
#IVoteBecause Campaign, LWVKC +
The LWVKC chapter had come up with the hashtag: #IVoteBecause for their big over-arching ‘22 Midterm campaign. The goals were to amplify awareness, engagement and ultimately increase voter-turn-out for the typically low-turn-out election season. I was tasked with designing the style guide for the #IVB campaign, as well as mapping out the content calendar and then creating more than 75% of the posts.
This post above encapsulates the POV for the campaign itself; which was to inspire the audience to consider why they vote, and perhaps spark an urgency to get out and vote that election cycle as they were reminded of what’s important to them.
kit of parts
this was the main logo used in the upper left corner of all social posts. the logo was adopted by other league chapters as they joined the campaign with us.
in the branding kit-of-parts I developed these supplemental banners to use on different types of posts used within the campaign. the league's core colors are this plum and mustard.
this post shows how the art direction of the campaign that I designed, and how the colors, logo and kit-of-parts all work together on any given post within the campaign.
The #IVoteBecause - Viral Campaign
inspiration
viral campaign Inspiration: Bob Dylan's Subterranean Homesick Blues Video
The concept became a virtual challenge to the audience, to give themselves a makeover and post it along with a cue-card sign saying why they “vote because...” the concept has a tongue-in-cheek reference to a “Midterm Makeover.” This initial challenge launch video has a 6-year old performing the makeover, giving it a very light-hearted and watchable nature. This video had over 3,000 views— an impressive 1,000 % increase in our previous watch rate.
With the success of the initial video above, we started to get lots of engagement with others posting their #IVoteBecause selfies. In addition, there were 5 other chapters throughout the US— in cities like St. Louis, MO; Brookhaven, NY and more— who joined in on this challenge. We sent them the style guide and #IVB logo, and they launched their challenges, spreading the viral #IVoteBecause movement. Below is a collection of some of the #IVB selfies from the campaign.
In addition to the ongoing viral challenge cue-card posts, I kept a steady flow of #IVB posts going, with a range that spanned from date reminders, to holiday posts and sassy memes peppered in— to the more informative “did you know” animated info-graphic posts.
#MidtermsMatter Campaign, LWVJoCo
The lwvjoco chapter needed thier own campaign developed for the midterm election season. The main goal for this campaign was to encourage voting for the typically low-turn-out midterms. This particular election season of primaries and midterms was potentially pivotal in that Dobbs had just overturned Row nationally, and Kansas had a proposed ban on the ballot. The League wanted it’s audience of mostly women to turn out like never before, and so I came up with this #MidtermsMatter campaign for this season, to raise awareness about this typically sleepy election season.
Using the brand’s established purple and yellow, I treated them as slightly softer versions by playing with the opacity and multiply effects, to evoke a sense of “urgent” femininity.
I created a series of mobile video posts for TikTok and Instagram Reels, with informational animated motion graphics, breaking down why the midterms are important.
Each video in the series contains a bite-size chunk of information aiming to speak to a younger audience and get them motivated to participate in the 2022 midterms.
I created 100% of the content for this campaign; from the research and copy within the informational videos, as well as the graphics and animated video reels.
In addition to the informational motion-graphic core of the campaign, I also developed filler posts for the in-betweens, with the goal of either giving the viewer motivation to vote or poll information, inspiring them, or attempting to engage with them by making them smile every once in a while. This approach encouraged a wider reach, and gained the league more exposure from additional likes and shares. It also opened up a wider audience for the core informational reels.
#MidtermsMatter - Memes
The memes and reels performed particularly well with around 30% increases in engagement. We also increased our followers that season by close to 25%. I was the copywriter and designer for all of these #MidtermsMatter posts.