Before You Vote
Situation:
Florida was under intense media scrutiny after the controversial 2000 presidential election. The adequacy of every aspect of Florida's elections system - from the accuracy of the state's voting equipment to the readiness of local elections staff - was the topic of relentless media coverage and commentary. The Secretary of State and local supervisors of elections struggled to get vital, neutral information out to voters in this politically charged environment.
Strategy:
We produced an entertaining and engaging 30-minute television special, "Before You Vote" that conveyed essential voter education information in an interesting, broadcast-worthy format. In the midst of a swirl of election-related political and media controversy, our objective was to produce a journalistically sound show that would merit free airtime and provide tempered, accurate information.
Outcome:
"Before You Vote" was aired by 23 stations in prime or near-prime slots, representing nearly every major media market and reaching most eligible voters. Florida experienced record voter turnout, with no major voter problems.
