ADVERTISING // OOH, PRINT, DIGITAL
We Are The 25% Campaign
Easterseals was looking to create a meaningful campaign to encourage and empower people with disabilities to register to vote in the 2020 Presidential Election.
While researching the disabled voter turnout, we stumbled across a shocking statistic - 1 in 4 adults in America has a disability. That’s 25% of our nation! Our team then developed the slogan ‘We Are the 25%’ as a rallying cry to empower and educate disabled Americans as to just how powerful their vote can be. I designed the flag icon to visually communicate just how impactful 25% can be, with a quarter of the dots called out as different color. But all are weighted equally and all are equally essential to making our country whole.
‘We Are the 25%’ became a national bilingual campaign that was featured on multiple news outlets with over eighty OOH placements, including transit shelters and billboards, along with a massive digital and social media push.
Role: Senior Art Director
Copywriter: Jamis Frank
Agency: ELA
Year: 2020
CONTENT PILLAR 1
Awareness
A third of the posts we developed fell under the content pillar “Awareness” which served the purpose of getting out the word that 25% of the American populace that is eligible to vote is part of the disability community.
CONTENT PILLAR 2
Action
Another group of posts that we developed was made with the intention to inspire people to ACT, whether that be register, vote, or encourage others to do so.
CONTENT PILLAR 3
Education
We also wanted to create content that helped eliminate barriers that prevent people with disabilities from voting. These were mostly resources and information to show people all of the accessibility options around voting and how to request them, as well as making ourselves available to help.
