WE SAW IT

COMING

The June 2020 primary elections across the USA were overwhelmingly using vote by mail because of COVID. Experts predicted that tens of millions would use mail for the first time in the general election.

USPS could easily handle the projected 65 million mail-in votes, processing that much mail on any given Tuesday.

We just needed voters to put their votes in our hands—on time. Only then could we ensure election officials wouldn’t be overwhelmed, and that every vote was counted.

THIS CREATIVE

IS BORING

How do we get them to vote early? When so many other voices were shouting at them? With directness in its most stark form: Language at a 3rd grade reading level, in Helvetica, no imagery, no cleverness, consistently simple across print, radio, digital and sent to every home in America via the largest mass mailing in US history.

SERVING THOSE

WHO NEEDED

IT MOST

One part of our Social Listening exercise found there is greater interest around key terms leading up to the election, but more inquiries about instructions than fraud. It was therefore important that we provide additional instruction via radio, especially to Delawarre, Illinois and Nebraska.

THE

CLIMATE

Before during and after the campaign, we had to consider how this message would reach different audiences and quell concerns about the new Postmaster, the confusion around the process and the misinformation being spread across the media.

THIS BORING

WORK

WORKED

Its effects were clear: 65 million vote ballots were requested and received on time, 99.8% of all completed mail ballots delivered on time or early, and the USPS helped shepherd a smooth vote counting process.

UPDATE SINCE

THE ELECTION

The success of the mail in voting efforts have informed new legislation (on both sides of the debate, unfortunately). For those threatened by its simplicity and equity, I hope that a national-level overhaul will bring mail in voting as the best way to vote.

AWARDS & RECOGNITION

One Show: Shortlist, Creative Effectiveness — Effie’s: Finalist  2X in Seasonal/Event and Crisis Response

NEXT

HITACHI

Social Innovation Business