Disability Rights SC: Voting is My Right

A statewide campaign promoting voter registration, education + participation

Integrated communications & marketing

Through a grant provided by the federal Protection and Advocacy for Voting Access (PAVA) Program, Disability Right South Carolina hired Flock and Rally to create and launch a campaign with the purpose of promoting voter registration and voting in elections among young people living with disabilities.

The campaign included the creation of the Voting is My Right name, brand and messaging. For the project, Flock and Rally developed a landing page, created collaterals, executed a media relations campaign, a social ad campaign, community engagement, organic social media, an email newsletter campaign, a photo shoot and more.

The goals of this project were to increase voter registration among the target audience, educate the target audience on how, when and where to vote, and encourage the target audience to go out and vote. The SMART objectives were to obtain 10 press mentions during the month of the launch of the campaign, maintain an open rate of at least 30% for the email newsletter throughout the campaign and obtain more than 500 link clicks in the first month of social media advertising. The strategy was to develop detailed messaging that was also easy to understand and would educate South Carolinians with disabilities on the different elections in the state, how they can participate and how their votes make a difference.

We met and exceeded our campaign objectives. The measurement methods used included monitoring the open rate of email newsletters, measuring the number of media pieces, the online readership tracked from media outlets, estimated online coverage views and estimated offline views, and monitoring social media ads. Results included: an email newsletter that consistently had an open rate of more than 30%, 50 pieces of media coverage that garnered 387,000 estimated TV views and 101 total engagements, and social media ads that obtained 1,822 link clicks in the first month.