For 20 years, Rock the Vote campaigns have been encouraging young people to participate in the democratic process using bold, socially conscious design. For the 2012 election season, the organization worked with Apartment One to develop a brand new campaign that relies on powerful messages set in large type and highlighted with energetic, hand-drawn lines and shapes.
Brooklyn-based creative agency Apartment One has teamed up with Rock the Vote to develop the brand and creative for the “We Will” campaign, one of the largest non-partisan youth voter campaigns in history. With Rock the Vote’s goal of registering 1.5 million voters and engaging millions to turn out this November – Apartment One created a compelling and engaging campaign that empowers youth to make their voice heard in the coming election.
As voting rights are under attack in states across the country, the We Will campaign is aggressively optimistic, highlighting the war on voting, while reminding young people of their collective power. The campaign combines messages such as “they want us to keep silent, we will be heard,” and “they want us to back down, we will be brave” with raw, youthful photography and hand-drawn graphical elements, to illustrate the voice of the people and create a visual dialogue between “they” and “we”.
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The Design Activist’s Handbook by Noah Scalin and Michelle Taute