Marketing

A new group wants more marketers to GOTV

Voting Maven is working with employers to boost the midterm turnout among industry professionals.
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Francis Scialabba

· less than 3 min read

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While most marketing professionals work to inspire others to act, a new non-partisan group is turning the tables, hoping to boost voter turnout among young people in the industry.

Ashley Swartz, chair of the Voting Maven (which stands for “media and advertising voters engaging now”), said she and others in the industry were inspired to create the group to get young people, who tend to turn out at the lowest rates during midterms, and women, who Swartz noted are “underrepresented in our government at every level,” to vote given industry demographics.

“As employers and as leaders in the media and advertising industry, we recognize that our workforce skews younger than average,” Swartz said, noting that the industry is around 60% women as well. “And we also recognize that we have a role to play in our society as storytellers and in conveying information and motivating people to take action.”

She also cited a recent study by MTV and the Ad Council Research Institute, which found that young voters are in need of “more focused educational content on the midterm elections.”

  • On its website, Voting Maven provides consolidated information on registering to vote, polling places, and why voting matters.
  • It also provides participating employers with a playbook on how to be a member of Voting Maven, from taking the pledge to participating in the group’s email and social campaigns and ideally providing employees with time off to vote.

“This is really about creating a resource that is by our industry, for our industry,” Swartz said.

Zoom out: To date, Swartz told us 14 members have signed on, including the Interactive Advertising Bureau (IAB), the Association of National Advertisers (ANA), American Association of Advertising Agencies (4A’s), Horizon Media, and Publicis Media.

The group does not plan to try to track registration or turnout numbers given privacy concerns, but Swartz said the hope is to “measure and quantify the impact we are having on our democracy and in our country and our culture” in the future.—KH

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