DNC Makes Largest-Ever Investment into ‘I Will Vote’ Paid Media Campaign to Get Out the Vote Arrow

DNC caps off $7 million paid media investment with new battleground state mobile billboard campaign in final days to drive out the vote

IWillVote.com sees highest traffic ever in an election cycle, driven by strategic advertising in coalition and community media, radio and streaming, lifestyle publications, social networking apps, out of home advertising, & campus activations

Today, the DNC announced its final paid media campaign to get out the vote across battleground states leading up to and on Election Day, with mobile billboards going neighborhood to neighborhood with tailored voting information. This targeted 'I Will Vote' push to increase turnout in critical communities across the country marks the culmination of the largest-ever investment from the DNC in 'I Will Vote' paid media campaigns, nearly $7 million in targeted advertising in order to get Democrats out to vote.

The mobile billboard 'I Will Vote' campaign joins the record investment by the Democrats to different communities in nine different languages in order to meet them where they are to get out the vote. Previous 'I Will Vote' ad campaigns from the DNC were directed at Black, Native American, LGBTQ+, AANHPI, Rural, Haitian, and Latino voters. 'I Will Vote' ads including a Taylor-Swift themed campaign, lifestyle publications and streaming platforms, and college campus and union member voter mobilization initiatives were designed to meet voters - including women and young voters - where they are. In addition to these paid media campaigns, there have been millions of views of the 'I Will Vote' ads through organic social media posts across X and Instagram. Today we have over 1 million (and growing) daily IWillVote visitors using our tool to learn everything they need to know to make a plan to vote including learning their polling place location and hours.

"The DNC's multi-million dollar and multimedia 'I Will Vote' campaign is a testament to Democrats' commitment to and investment in the many communities that make up our strong coalition of voters," said DNC Chair Jaime Harrison. "Throughout this campaign, Democrats have worked with diverse vendors and talent that are reflective of our values as a party and the communities that we are reaching with the campaign. This entire election cycle, the Democratic Party has not taken a single vote or community for granted and used every opportunity to engage with the pivotal members of our party that will take us over the finish line on Election Day by electing Democrats up and down the ballot."

The DNC's 'I Will Vote' campaign directs voters to the DNC's most complete, accurate, and up-to-date national coverage of polling places and voter education information all in one place. The campaign breaks out of political silos and targets voters with unique and tailored 'Get Out the Vote' messaging in the places voters frequent and the mediums they consume in order to reach diverse voters across age and racial demographics with tailored messaging and creative through Election Day.

Engaging Black Communities

The DNC announced a first-ever seven-figure 'I Will Vote' ad campaign targeting Black voters through ads in 55 Black publications and on 48 Black radio stations across the country. The historic ad campaign features radio spots from Kerry Washington, LeToya Luckett-Coles, John Legend, and Stevie Wonder.

In addition to the paid media campaign, the DNC used a range of tactics to reach Black voters where they are by showing up at some of the largest cultural events across the country, maintaining a strong and steady drumbeat on voter education and the stakes of this election within the Black community. From hosting an activation at the Essence Festival of Culture for the fourth year in a row, to attending some of the biggest music festivals like One Music Fest and an HBCU Homecoming tour, the DNC has been meeting Black voters where they are.

The DNC has also engaged a number of celebrities this cycle to get out the vote through their platforms, including Plies, Quavo, E-40, 2 Chainz, Fat Joe, Anthony Hamilton, Lexi Underwood, Harold Perrineau, Sheryl Lee Ralph, Octavia Spencer, Caroline Randall Williams, Cynthia Erivo, Lizzo, Queen Latifah, Keke Palmer, Yvette Nicole Brown, Fla'Janae, Angela Simmons and MC Lytee. Radio ads featuring some of these celebrities can be seen and heard here:

• Kerry Washington
• LeToya Luckett-Coles
• John Legend
• Stevie Wonder

(Read here)

Lifestyle Magazines and Out-of-Home Advertisements

The DNC announced a seven-figure paid media campaign across some of the country's most iconic and most read lifestyle publications, as well as audio ads across premium streaming services and digital ads in high-traffic locations like nail salons, malls, and transit centers.

The ad campaign included a complete takeover of the digital homepages in landmark outlets including Teen Vogue, GQ, Glamour, Vogue, and Good Housekeeping. The ad campaign also reached readers through ad placements in dozens of high-traffic websites like Ebony, Remezcla, Essence, Bleacher Report, HypeBeast, People en Espanol, and dozens more. The IWillVote.com ads will target key parts of our coalition, with ads targeted to women, men, and young readers. A sample of some of the creative can be seen here:

Glamour and Vogue:

Teen Vogue:

GQ:

Good Housekeeping:

In Our Kamala Era: Taylor Swift Themed Campaign

Ahead of Taylor Swift returning stateside to complete her Eras Tour leg in Miami, Florida, the DNC launched a Taylor Swift-themed 'I Will Vote' campaign targeting young voters across key states - from the concert venue to social media platforms. The campaign included a new Snapchat filter empowering young voters to be "fearless" this election and visit IWillVote.com to learn how to cast their ballot for Democrats this November. In Miami, a mobile billboard on a boat near Swift's concert venue and billboards all across the city reminded voters they're in their "Kamala era." You can read more about the campaign here.

First-Ever Targeted LGBTQ+ Campaign

The DNC announced a historic, six-figure paid media campaign targeting LGBTQ+ voters in battleground states and target House and Senate seats across the country, marking the first time the DNC has executed a dedicated paid media campaign targeting LGBTQ+ publications. The campaign is a show of force as Democrats do everything they can to turn out voters in every community in this election. The historic announcement led to many social media posts across social media channels celebrating the meaningful investments into getting out the vote in the LGBTQ+ community.

The DNC launched a mobile billboard campaign for Atlanta Pride weekend to encourage LGBTQ+ Georgians to visit IWillVote.com, and VoyAVotar.com to make a plan to get out and vote.

The DNC also announced a six-figure ad campaign on Grindr - the world's largest LGBTQ+ social networking app - calling out Republicans' Project 2025 agenda's dangerous attacks on LGBTQ+ Americans' basic freedoms and encouraging them to make a plan to vote. A sample of the creative can be seen here:

Voya a Votar! Reaching Latino Voters

The DNC announced a historic, seven-figure paid media campaign targeting Latino voters in key states across the country with crucial down ballot races. The 'I Will Vote' and 'Voy A Votar' campaign launched in Texas, Florida, New York, Connecticut, Colorado, Maryland, California, New Mexico, Arizona, Georgia, Michigan, North Carolina, Nebraska, Nevada, Pennsylvania, and Wisconsin. These bilingual campaigns reached millions of voters in each of the targeted states, encouraging Democratic turnout in decisive races. You can see one of the many full page ads appearing in Hispanic publications below:

Meeting AANHPI Voters Where They Are

The DNC's six-figure 'I Will Vote' paid media campaign engaging Asian American, Native Hawaiian, and Pacific Islander communities across the country ran in 24 constituency outlets nationally and in key markets in Florida, New York, California, and Texas to reach AANHPI voters through trusted sources and in multiple languages.

Investing in Native Turnout Through Geofencing and More

On Indigenous Peoples' Day, the DNC announced a six-figure ad campaign targeting Native voters and empowering them to make their voices heard this November. The 'I Will Vote' campaign reaches Native communities in Arizona, North Carolina, Montana, and Alaska through digital, print, and radio ads with a majority being placed in local and national Native-owned publications. The Democrats also implemented targeted ads on Facebook, Instagram, Snapchat, and YouTube directly to Native populations in these states. This the most the DNC has ever spent on a campaign targeting Native voters. You can listen to one of the Arizona radio ads here, completely in Navajo, and a sample of the digital creative can be seen here:

Don't Pick the Scab! Labor Campaign

The DNC announced a major, six-figure 'I Will Vote' mobilization ad campaign in newspapers and near union halls and unionized factories in battleground states and states with competitive down-ballot races, encouraging union members not to "pick the scab" and instead turn out to the polls in November for Democrats. A sample of some of the creative can be seen here:

Nap Vote! Haitian Creole Campaign

The DNC announced a historic five-figure 'I Will Vote' campaign that reached Haitian communities in Florida through print, digital, and social media ads placed in local Haitian-owned and Haitian-serving publications. This is the DNC's first-ever paid ad campaign solely dedicated to reaching Haitian communities Below you can see how the paid ad campaign turned into an organic social media campaign with Haitian Americans sharing the ads to their followers, including actress, activist, and Real Housewives of Beverly Hills star Garcelle Beauvais.

Reaching Rural Voters

The DNC announced a six-figure paid media campaign in Georgia and North Carolina to specifically target rural voters in the final days of the election. The DNC's 'I Will Vote' campaign stretches across 15 counties in the rural southern battlegrounds, including the "Black Belt" in North Carolina and Georgia, and meets voters on the roads and on the airwaves through a multi-media billboard and rural radio ad campaign. You can listen to the radio ad here voiced by DNC Chair Jaime Harrison and a sample of our billboard artwork is below.

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