MTV's +1 the Vote

MTV, the US television channel, increased youth voter turnout in the US midterm elections through an innovative digital buddy system.

Campaign details

Advertiser: MTVBrand: MTVAgency: ViacomCountry: United States

Campaign Summary

MTV developed its first-ever midterm election campaign, +1 the Vote, based on the insight that friendship is one of the most powerful motivators for civic action. MTV led a three-month campaign with two phases: registration and turnout. We called on young people (ages 18-29) to invite a "+1" to vote with them.We launched during the 2018 VMAs with an innovative, first-of-its-kind digital buddy system that enabled our audience to identify and message friends who aren't registered to vote. And then, to encourage...

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