NEW YORK, NY -- As election season kicks into high gear, the Outdoor Advertising Association of America (OAAA) and its members today announced the launch of a national out of home (OOH) public service advertising campaign that aims to convert the negative connotation of labels into a higher purpose: voter registration and action at the polls.
The campaign reminds Americans that while all labels matter, only one label counts on Election Day: voter.
Labels are a part of politics and our goal is to celebrate those and competing viewpoints for the greater good. Combinations of labels representing the diversity of the American electorate – such as “gun-loving, fascism-hating, immigrant voter” and “idealist, activist, grandma voter” – send a message that while we can proudly own all of these labels as Americans, we must elevate them to a place of impact at the polls.
The campaign launched September 6 in Times Square with supported OOH ads covering billboards, bus shelters, subway cars, and more throughout New York City.
Design group Grand Visual developed dynamic content for digital OOH applications, including a live feed that engaged Times Square visitors.
OOH ads will also launch in key markets throughout the fall, including cities hosting presidential debates.
ADstruc Project X provided the media planning and procurement services, ensuring strategic placement for more than 3,000 digital and printed OOH ads.
The OOH ads will grab attention during this noisy campaign season and drive digital engagement by directing viewers to VoteToCount.com where they can access their state’s voter registration pages. An interactive label generator allows visitors to choose their own labels, showcasing what they value and believe, and share on social media. We encourage everyone to customize their labels and share socially.
This is a nonpartisan effort. We’re not trying to boost the standing of any party or candidate. We’re using OOH to provoke action in a way that is constructive during a time that really matters. US Census Bureau data from the 2012 presidential election shows that only about 65 percent of the American voting-age population was registered to vote, but 84.3 percent of those who were registered voted.