Election Day looms large in 2020 with more at stake this year than ever before. Given the additional layer of complexity that Covid-19 has created this year, companies are stepping up in unique ways to encourage consumers to vote, ensure employees have an opportunity to cast their ballot and help fill in the gaps at polling facilities.
Whether it’s Patagonia quietly releasing a provocative tag in a single SKU or OKCupid sharing new details about how registered voters are more likely to get a match on the dating site, companies are being nothing if not creative in their efforts to elevate the importance of voting.
And they’re creatively leveraging their assets in support of the cause.
Lyft expanded its ‘Ride to Vote’ program launched in 2018 to offer even more free and discounted rides to the polls. Jones Soda and Coca-Cola’s Peace Tea changed their packaging to provide awareness and valuable information for would-be voters.
What can you learn from these election-season examples?
- Consider A Whisper Instead Of A Roar when embracing provocative activist messaging like Patagonia.
- Embrace Research (Customer or Otherwise) as a way to create timely purpose-focused content and ‘notable news’ like OKCupid.
- Stick To What You Do Best to create a scalable social impact like Lyft has in staying close to its core competency of providing access to transportation.
- Package Actionable Messages For Your Consumers whether that means limited-edition packaging like Jones Soda and Peace Tea, your own social channels or other owned content in support of a good cause.
To read more about the initiatives that are attracting positive attention this election season, be sure to check out this post.
Engage for Good
P.S. One bright spot of this pandemic is that we’ve seen some really excellent research tracking the most important ‘Social Impact Statistics You Should Know’. Be sure to check out our latest research round-up!