New York, Sept. 6, 2016: 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. “This campaign reminds all Americans that in this heated election, no matter how opinionated and vocal we are about our issues, identities and beliefs, we won’t be counted if we don’t vote,” said Luke Madden, Account Director at Partners + Napier. “All labels matter. Only one counts.”
Combinations of labels representing the incredible 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 new campaign will blanket Times Square when it launches, and be supported with OOH ads covering billboards, bus shelters, subway cars and more throughout New York City. Ads will then 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.
“These ads hold a mirror up to the American people,” said Pete VonDerLinn, Executive Creative Director at Partners + Napier. “They’re an unedited reflection of the labels we’re free to express, and we hear in our democracy, every day. Voting enables that freedom.”
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.
Nancy Fletcher, president and CEO at OAAA, said the organization’s lauded “Feel The Real” campaign that ran last year, also from Partners + Napier, proved OOH’s value in today’s cluttered media environment – a medium that can also be a powerful vehicle for change.
“We are completely nonpartisan in this effort,” said Fletcher. “We are not trying to boost the standing of any party or candidate, rather use OOH, a highly engaging and effective medium, to provoke action in a way that is constructive during a time that really matters.”
U.S. 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. “To raise overall voter turnout in the U.S., voter registration must increase, which ‘Vote to Count’ will strive to accomplish,” said Fletcher. “Labels are a part of politics and our goal is to celebrate those and competing viewpoints for the greater good.”
Leading up to election day on November 8, the campaign will roll out in major metros including Boston, Los Angeles, San Francisco, Miami, Chicago, Las Vegas, Washington, DC and more.
OAAA members are supporting the campaign in several ways. Design group Grand Visual has developed dynamic content for digital OOH applications, including a live feed to engage visitors to Times Square. OOH media and production have been donated by AR James Media, Barrett Outdoor, Branded Cities, Catalyst Outdoor, City Outdoor, Clear Channel Outdoor, DDI Media, Eye Corp Media, Greensigns, Intersection, Interstate Outdoor Advertising, Jersey Premier Outdoor Media, Keystone Outdoor, Lamar Advertising Company, Lind Media, Maloney Outdoor Advertising, National CineMedia, OUTFRONT Media, Park Outdoor, Pearl Media, Reagan National Advertising, Rock City Media, Signal Outdoor, Steen Outdoor Advertising, StreetBlimps, Total Outdoor, Vector Media, Yesco, and Vincent Printing.
ABOUT THE OUTDOOR ADVERTISING ASSOCIATION OF AMERICA (OAAA)
OAAA is the national trade association for the out of home (OOH) advertising industry. Founded in 1891, the association represents more than 90 percent of the US industry based on revenues. OAAA is dedicated to leading and uniting a responsible OOH industry committed to serving advertisers, consumers, and communities. The OOH industry generates $7.3 billion annually in ad revenues and donates more than $500 million in space each year. For more information, please visit www.oaaa.org.
ABOUT PARTNERS + NAPIER
Partners + Napier is an integrated advertising agency based in Rochester, NY. With a 125-person team that’s fiercely competitive, uncompromisingly hardworking, and refreshingly real, we make brave, business-driving work for clients like Constellation Brands, BMW and MINI Financial Services, Highmark, Delta Vacations, Saputo and Gannett. As the first creative agency to join Project, an independent global network of agencies in service of creativity, we collaborate closely with like-minded agencies around the world to deliver scale, resources, and ROI for brands like Pepsi, Mountain Dew, Tribe Hummus, AT&T, Salesforce.com and Jeep. To learn more, visit www.partnersandnapier.com.
MEDIA CONTACTS
Christine Perez O’Rourke
Senior Account Director
DiGennaro Communications
Tel: (646) 532-5943
christine@digennaro-usa.com
Becca Bellush
Public Relations
Partners + Napier
Tel: (585) 340-9313
becca.bellush@partnersandnapier.com
Nicole Hayes
Communications Director
OAAA
Tel: (202) 776-1854
nhayes@oaaa.org
Sources: U.S. Census Bureau, Current Population Survey, November 2012; http://www.pewresearch.org/fact-tank/2016/08/02/u-s-voter-turnout-trails-most-developed-countries/
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