DESIGN FOR DEMOCRACY
Priorities USA, 2020.
My year in politics.
Priorities USA fights to mobilize every American on the important issues that affect their lives and is working tirelessly to protect the right to vote and ensure the democratic process is accessible to every citizen.
As Design Director at Priorities USA, I oversaw design direction for the largest Democratic super PAC in the 2020 election. I built, managed and mentored a lean, sharp and powerful in-house design team that created, designed, and delivered weekly digital assets (videos, statics, gifs, carousels, stories) across several campaigns to persuade and mobilize voters.
How we did it.
Holding Trump accountable.
Reaching undecided voters.
Mobilizing first- time voters.
Countering election misinformation.
Holding Trump accountable.
We moved undecided voters away from Trump—demonstrating how Trump’s chaotic leadership and policy failures on issues like the coronavirus, health care, and the economy directly hurt people’s lives, and why a steady, stable leader like Joe Biden was critical in a crisis.
Reaching undecided voters.
In addition to our steady frequency of ads aimed at our general audience, we created audience-specific and culturally competent digital programs to persuade voters of color, specifically Latinos in Arizona and Florida and Trump-friendly young Black men. Each program aimed to demonstrate Trump's policy failures on issues like the coronavirus, healthcare, the economy, and racial justice. We positioned Biden as a real leader, a leader with a plan, a unifier.
Engaging Black voters.
We showed how Trump’s failure to lead on coronavirus hurt Black communities disproportionately. Following George Floyd’s murder, we highlighted how Trump inflames racial tensions.
Persuading Latinos.
Countering Socialism Claims In Florida, we positioned Trump as a caudillo/authoritarian to undercut his claims that Democrats are socialists. Real Leadership in a Time of Crisis We highlighted the impact of Trump’s failed leadership on Latinos’ lives, and positioned Biden as a real leader.
Mobilizing voters.
We created a campaign in English and Spanish to mobilize infrequent and first-time voters. The ads tapped into the the momentum started by the protests, the importance of showing up for our communities, and the overriding imperative to get rid of Trump and take back the Senate.
We drove awareness and excitement around voting by mail and voting early in 2020.
Taking back the Senate.
Countering voting misinformation.
Bracing for confusion at the polls, we created a mobilization campaign that highlighted voters’ rights without demotivating them to vote. To counter widespread misinformation about voting, our ads directed voters to visit IWillVote.com or call the voter protection hotline for questions.
7,274
UNIQUE PIECES OF CONTENT CREATED
37.4M
VOTERS REACHED ONLINE ACROSS 8 STATES
3.4B
IMPRESSION GENERATED BY OUR DIGITAL ADS
Team: Sarah Kendrick, Eric March, Chris Carlon, Rachael Counce, Jessica Arnone, Celinas Cordero-Sánchez, Sam Ball, Elisa Solinas, Rob Jason Enate, Gina Echevarria, Nate Matt, Rebecca Joye, Alejandro Webelman, Tess Harkin, Jorey Kiva, Drew Bierut, Shannon Rosato, Julian Hollinger, Dequita Tate.