In the 2020 election, the LWVC Education Fund earned grants to design and execute a cutting-edge digital get-out-the-vote campaign designed to increase voter turnout in 18-24 year olds with a specific focus on young Black and Latino/a/x voters. 

Working with our partners at Mixte Communications, the TikTok and Snapchat campaign centered the voices of diverse youth content creators to drive their peers to vote.Wildly exceeding even the most ambitious goals, the campaign reached more than six million people and provided a case study in the effectiveness of meeting youth voters where they are, in ways that resonate with them to drive voting and civic engagement. 

The campaign has since received a total of eight national awards from both the Public Relations Society of America and the Hispanic Public Relations Association.

The Public Relations Society of America (PRSA) Silver Anvil Awards honor outstanding strategic public relations programs. Our campaign to activate youth voices for voter turnout won awards in the following categories:

• National Silver Anvil – Influencer Marketing Program To Expand Awareness – Micro-Influencers
• National Silver Anvil – Multicultural Public Relations
• National Bronze Anvil – Tik Tok Campaign
• National Award of Commendation Bronze Anvil – Creative Tactics

​The Hispanic Public Relations Association (HPRA) 2021 National ¡Bravo! Awards recognize the best multicultural public relations teams and campaigns in the country. Our campaign won in the following categories:

• ¡Bravo! Award! – Public Affairs Campaign
• ¡Bravo! Award! – Social Justice Campaign

The 2021 Platinum PR Awards honor the communicators who reached the pinnacle of innovation and industry knowledge. Our campaign won in the following categories:

• Platinum PR Award – Community Engagement
• Platinum PR Award – Public Affairs

The LWVC Education Fund is proud to be on the cutting edge of digital youth civic engagement as we look to the future and how we continue to unlock democracy for Californians of all ages and backgrounds.

What was the #VotingMovesCA campaign all about?

Mixte worked with the League of Women Voters of California to research messaging most likely to reach young voters, particularly in Black and Latinx communities. We learned that voting in the middle of a pandemic was a major concern for this demographic, and that they’d look to friends, family and social media for information on how to vote – whether by mail or in person. We launched a digital campaign that achieved one main goal – to motivate California youth ages 18-24, specifically in Black and Latinx communities, to vote in the 2020 general election and to view voting as an integral part of their efforts to drive social change. With thorough research on the state of youth civic engagement to inform messaging, outreach to young Black and Latinx digital influencers to communicate that voting was easy and integral for social change, and social media ads and assets that promoted the importance of voting, we were able to engage California youth in important conversations about voting and activism. 

Introducing #VotingMovesCA
2020 solidified a new era for youth advocacy and activism: Young people specifically utilized social media and other digital platforms to educate and mobilize their networks for racial justice, which contributed to a historic modern civil rights movement in support of Black lives.

​Read more about #VotingMovesCA.

What did we accomplish in our #VotingMovesCA campaign?

We reached well over our target goals with more than one million earned impressions, nearly six million paid impressions, and just over one million total swipes to the landing page. Here are the specifics:

• On Snapchat – Ads had 4,570,207 total impressions and filters earned 2,015,485 impressions
• On TikTok – Influencers earned 1,425,077 views, 195,821 total likes, 3,171 comments and 14,771 shares
• Users shared our content across all platforms, with our statewide geofilter being shared 19,424 in one day
• The landing page was visited 133,000 times by 51,000 unique users, 813 of which clicked the “pledge to vote” button

The more significant impact, however, was in the campaign’s intangible results. The influencers we worked with found purpose through working on this campaign and in using their platforms to encourage their peers to vote. You can view video samples here on the Mixte website.

What are PRSA Anvil Awards?

The PRSA awards honor outstanding contributions to the public relations profession. The icon of the profession, the Silver Anvil Awards celebrate the best public relations programs of the year and the highest standards of performance in public relations. The Bronze Anvil Awards recognize outstanding public relations tactics — such as the use of social media, video, blogs, podcasts, annual reports, digital newsletters, websites and more — that contribute to the success of overall programs or campaigns. More about these awards. 

What are the National ¡Bravo! Awards?

The 2021 National ¡Bravo! Awards, recognize the best multicultural public relations teams and campaigns in the country. More about these awards.