Denim brands rolled out social media campaigns urging young people to vote early in the U.S. midterm elections.
Levi’s teamed up with long-term collaborator Hailey Bieber and a group of actors, activists, athletes and models to encourage voters to “exercise their democratic right and be the voice that becomes a vote.” Model Natalia Bryant, skateboarder and actor Nico Hiraga, model and climate activist Quannah Chasinghorse, and actor and founder of ASL Elements Jeremy Lee Stone joined Bieber in a video to share the motivations driving them to the polls.
Backed by data and information from trusted sources like American Civil Liberties Union (ACLU), Ad Council Research Institute (ACRI), BallotReady, CIRCLE at Tufts, Vote Early Day and Vote Riders, the video shares how to vote and why it’s important.
To ensure that people of all backgrounds and ability levels can engage with the campaign video, the video features American Sign Language interpretation by Stone and closed captioning throughout. It also features additional fact-checking by nonpartisan voting organization I Am A Voter.
Levi’s Vote 2022 campaign comes on the heels of a successful program with Bieber in 2020 that yielded 76 million PSA views, and over 6,000 online voter registrations.
“As part of our continued yearslong commitment to promoting voter engagement in the U.S., our goal this year was to deliver a message that everyone would find valuable in understanding the voting process and help voters cast their ballot with confidence and conviction,” said Karen Riley-Grant, Levi’s CMO.
The campaign drives consumers to the Levi.com/vote hub created in partnership with BallotReady, an award-winning startup with a mission to help U.S. voters cast an informed vote on every race and election. People can use BallotReady to check their registration status, research candidates and ballots, and get a custom voting plan.
Levi’s unveiled the campaign on Vote Early Day, a civic holiday on Oct. 28 focused on educating people about early voting. Additional programming will roll out through Election Day on Nov. 8. Leading up to and on Election Day, customers can “let everyone know they exercised their democratic right” with a free Levi’s ‘I Voted’ pin crafted in partnership with Pintrill. The pin is available at Levi’s stores while supplies las.
Mother participated in Vote Early Day with its partner I Am A Voter. The premium denim brand took to social media with information on why midterms matter. Mother launched “I am a voter” merchandise as well as a limited-edition “My vote, my choice” shopping bag in August following the U.S. Supreme Court ruling overturning Roe v. Wade.
Citizens of Humanity, which collaborated with I Am A Voter for “Register A Friend Day” in July, echoed that message on its Instagram page Friday. The brand also promoted its vote-themed capsule collection benefitting the organization.