Boost’s core demo – minorities and low-income Americans – are disproportionately under-represented in the U.S. voting process. Many are not registered and those who are, face obstacles to cast their ballot. We believed every American deserved a voice in 2016.
Starting in Boost markets with low voter turnout, we wanted to launch a nationwide social and localized grassroots program to address the issues that kept people from voting. More importantly, we wanted to turn Boost Mobile stores into official polling places.
Months away from Election Day, with an underwhelming commitment from county officials and zero confirmed locations, we changed our focus from “what we did” to “what we’re doing.” This pivot provided the public with a CTA and the resources to demand more polling options via Boost Mobile locations. CTA tactics included: a kick-off film, micro-site, a change.org petition and experiential activations.