Be Voter Ready Campaign

The Shelby County Election Commission (SCEC), which serves Memphis and western Tennessee, wanted to brand an awareness and informational campaign to help keep voters better informed about upcoming elections. A key focus of the campaign was to develop a toolkit with clear, consistent graphics for greater voter recognition and connectivity with the SCEC. With almost 600,000 voters in Shelby County, the campaign needed to be bold and “in your face.”

The team came up with the tagline, “Be Voter Ready,” which was featured on pop-up banners, digital ads, public city bus wraps, fact sheets, and social media templates. The team leveraged the organization's existing branding and pulled in elements of red, white, and blue, signaling U.S. voting and politics. The campaign provided valuable information and left a lasting impression on voters, which helped improve the organization’s reputation in the city.

This campaign resulted in improved media tonality of 67% positive and neutral (up from less than 50%) and an increase in social media reach by 215%. Qualitatively, organization leaders said they’d received online form submissions and other activities, which signal higher web engagement. Lastly, very few voters were confused about the location of their polling place despite 80% of polling places being changed, which can be attributed to the website.