Only 46% of eligible Gen Z voters turned out in 2016. The voter registration nonprofit HeadCount wanted to close the gap, but had trouble reaching a younger audience. For the midterms, we launched a grassroots rebrand aimed at first-time voters, The Future Is Voting. The campaign ranged from hi-tech to lo-fi: Giphy stickers, registration site, a touring fest to Anderson.Paak-approved merch. The campaign garnered $8mm in donated media to reach 21mm people and picked up a Shorty.