Together, we inspired new voters to vote this election cycle through cultural campaigning and targeted communications.

We identified OVER 7 MILLION “high-potential” voters—young people, people of color, and previously infrequent voters—in presidential and Senate battleground states.

These voters may not have otherwise voted but were likely to vote for Democrats if they did. We then worked with experts and tested messaging to determine what would persuade these potential voters to turn out. We carried that messaging out across all our channels, including social media, videos, ads, art, and direct voter contact.

We created a culture of voting through our YOUR VOTE IS POWER campaign using celebrity partnerships, art, and creative content powered by research-tested messaging.

YOUR VOTE IS POWER was designed as a direct counter to disinformation campaigns telling high-potential voters that their votes don’t matter and won’t count and to reflect back to them their power as voters. We partnered with Amplifier to commission art in the form of posters, magnets, and stickers. ​

We collaborated with Into Action on GIFs and memes that generated over 600 million views, and we worked with Nail the Vote, a GOTV initiative with participation by celebs, including Kerry Washington, Ciara, and Demi Lovato.

Atlanta was blanketed with digital, mobile billboard, and transit ads, and we ran radio ads in Wisconsin and ads on the Black millennial podcast “The Read.”

Social media micro-influencers who have stronger relationships and higher engagements with their audiences than big-name influencers were mobilized. Our roster of social media micro-influencers included Olympian Priscilla Frederick, activist Alok Vaid-Menon, and Lucas Mayfield, aka Amillion the Poet, with pro-voting messages and shares from celebrities, including Selena Gomez, Gabrielle Union, and Questlove.


MoveOn’s in-house Creative Lab created 20+ original videos proven effective to boost turnout among high-potential voters in key battleground states.

Our climate ad scored in the 99th percentile of all the ads the analytics firm Swayable tested this cycle for mobilizing voters under 35. Out of the nearly 600 videos they tested, ours was in the top 1% for mobilizing young voters! We served 49 million video ad impressions of these high-impact videos, targeted to POC voters under 35 in 17 battleground states.

More than 1.6 million viewers have gathered together to watch our livestreams and rally with us to get out the vote and uplift progressive candidates. Featured speakers included Senator Kamala Harris, Senator Elizabeth Warren, Representatives Ayanna Pressley and Pramila Jayapal, Mark Ruffalo, and the cast of “Hamilton.” Our “Politics and Flows” weekly livestream was another opportunity to hear directly from progressive champions, including Representatives Ilhan Omar and Sharice Davids, Stacey Abrams, Jaime Harrison, Jamaal Bowman, Cori Bush, and others.

Our innovations on the Twitch platform this election— livestreaming film screenings about voter suppression and having conversations about voting over video games—have garnered a slate of press in The New York Times, The Washington Post, the MIT Technology Review, Politico, CNN’s “MarketWatch,” Kotaku, Yahoo, and the “TODAY” show. MoveOn’s leading-edge tactics on Twitch set the stage for others to follow suit, including helping kick off one of the biggest GOTV rallies of the season, with over 400K livestream viewers.