Fighting to Protect
Voting Rights
ClIEnt:
FRAMESHIFT
Seeking to mobilize voters on the shared belief of free and fair elections, to make voting easier, and that advocates for voting restrictions are in fact more interested in power than protection.
Fighting to Protect
Seeking to mobilize voters on the shared belief of free and fair elections, to make voting easier, and that advocates for voting restrictions are in fact more interested in power than protection.
As we approached the 2022 midterms, it was concerning to witness the continued popularity of the false narrative of a stolen election among the Right Wing. However, we were confident in our ability to steer moderates away from these false narratives of voter fraud and towards greater confidence in the integrity of our electoral system and election officials. We tested a variety of emotional tones (humor, sensitivity, defiance) while avoiding explicit partisanship.
Our goal was to effectively counter these false narratives and ensure that having free and fair elections was a top priority. We believed that politicians who advocate for changing laws were primarily interested in seizing power, and expertly crafted and vigorously tested narratives to persuade others of this belief. Additionally, we provided concrete methods to make voting easier for people and motivated them to vote in the midterms. Our work was focused and distributed in competitive swing states such as WI, MI, and GA.
Working remotely with a talented team of writers, editors, and graphic designers, we confidently utilized an iterative process to regularly review and scrutinize content. Throughout several rounds of creative writing and producing, we meticulously tested our most promising narratives with a keen eye on the research and another on the creative aspect, ultimately achieving the perfect balance.
After conducting RCT testing of the content, we identified key narratives that effectively persuade and mobilize moderate voters.
By highlighting poll workers as examples of patriotism, we appeal to voters' intrinsic values and reinforce the integrity of our elections. Using disarming humor to emphasize their trusted nature, we successfully mobilize voters against politicians who try to threaten or demonize them.
Rather than making blanket accusations against the entire Republican Party, we found that showing specific Republican faces as the villains in our narrative is more effective. This subtle approach helps us break through conservative filters and reach voters who are likely to swing left.
Americans value fairness, and by framing Republicans' attempts to impose strict voting restrictions as a radical attempt to consolidate power, we appeal to patriotic ideals and successfully mobilize voters to call their representatives and vote.
I highly recommend Groundwork for any production needs, as they possesses a remarkable set of skills, contacts, and resources that cater to a wide variety production requirements. Whether it's for smaller organizations seeking flexibility and adaptability or larger projects with strict budget constraints, Aviv & his team consistently delivers outstanding results. Their professionalism and transparent approach make them a pleasure to work with, and Aviv's personable nature fosters excellent collaboration among project members.
