As the voice of Hispanic America, Univision has a responsibility to report on the issues that impact Hispanic communities. In 2016, they recognized the importance of mobilizing their viewers in advance of the presidential election, and tasked Ready Set Rocket with creating a campaign that would do just that.
As divided as our country can be, being involved isn’t about being on the left or right — it’s about being informed. Recognizing that it was an intimidating yet crucial time for Hispanic Americans to engage in the U.S. political system, we were determined to make the voting process approachable and understandable for every eligible Hispanic American voter — all 27 million of them.
Enter the Your America voter registration platform: a nonpartisan, issue-based campaign that supplied people with the tools they needed to get involved and make their voices count.
From branding and infographics to a full-site experience, the Your America platform utilized sophisticated targeting parameters to reach those in need and provide them with impactful information across a variety of channels. Robust question-and-answer sections, polling location finders, text message reminders about important dates, sample ballots, local and national candidate info, and bilingual updates kept users involved and informed.
Univision’s Your America platform far exceeded expectations, resulting in over 100,000 newly registered voters across the U.S. The website garnered over 400,000 active users, while over 160,000 people subscribed to the bilingual text message service. In the end, we did more than help Hispanic Americans register to vote. We helped them understand the importance of their voice and that they have a right to use it.
A comprehensive website educated users on all aspects of the political process, provided non-partisan and issue based information to users, and made getting involved easy.
Downloadable social assets emphasized the importance of issue-based voting and sharing your stance. Users were encourage to share them across personal platforms to spark conversation and empower family and friends to register to vote.
The campaign generated millions of earned media impressions from major news outlets such as The New York Times, The Atlantic and more.