Creativity

These Blunt 'Labels' Still Mean You're a Voter

Times Square Billboards Encourage Registration

By Alexandra Jardine. Published on Sep 06, 2016

Editor's Pick

The Outdoor Advertising Association of America is trying to boost voter registration with a billboard campaign that uses blunt "labels," that could be considered negative, to emphasize that every vote matters, no matter what your views.

The campaign, which will include a Times Square takeover, features combinations of name-tape style labels with words such as "gun-loving, fascism-hating, immigrant voter," "vegan, tree-hugging activitist" and "idealist, activist, grandma voter" with the message that only one label counts, that of "Voter." It directs viewers to the website VoteToCount.com where they can access their state's voter registration pages. There, an interactive label generator allows visitors to choose their own labels, showcasing what they believe, and share them on social media.

The campaign, created by Rochester-based Partners & Napier, will cover Times Square, supported with OOH ads covering billboards, bus shelters, subway cars and more throughout New York City. Ads will then launch in key markets throughout the fall, including cities hosting presidential debates.

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About

Credits

Date
Sep 06, 2016
Account Director:
Luke Madden
Agency:
Partners & Napier
Client:
OAAA
Account Director:
Matt Dowshen
Account Team:
Elizabeth Meny
Account Team:
Harrison Neuman
Project Manager:
Melissa Smith
Strategy:
Ted Florea
Copywriter:
Matt Palmer
Art Director:
Gretchen Bye
Creative Director:
Pete VonDerLinn
PR:
Becca Bellush
Social Media:
Lydia de Martino
Design:
Tyler Furstoss
Design:
Talo Kawasaki
Web:
Geoff Harris
Web:
Marco Fesyuk
Web:
Andy Rose
Web:
Lia Abbott
Proofreader:
Erin Dwyer
Production Company:
Grand Visual

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