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Challenge

Emerging from the November 2020 elections, Georgia prepared for two runoff elections to decide who would represent the Peach State in the Senate. The Georgia runoff elections were poised to determine which political party would hold legislative power in the Senate, making them among the most important in recent history.

Historically, congressional runoff elections draw low voter turnout, tending to favor the party in power, as voters shift their focus away from politics and toward their own everyday lives. To combat this, voters would need to appreciate the critical role the Georgia runoff election and their Senators would play in shaping their everyday lives. This was the challenge facing BlackPAC, an independent Black-led organization devoted to engaging Black voters and driving Black voter turnout.

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Solution

We worked with BlackPac to launch a get out the vote campaign targeting Black voters in the state of Georgia. With only one month to plan and execute a campaign from start to finish, we quickly assembled a team, bringing in D3 Entertainment and AMF Media as partners to get the job done. 

We worked to distribute and amplify key messages across radio, social media, and within regional Black churches, focusing not just on the populous Atlanta metro area, but going deep into rural precincts where we knew we had the greatest opportunity to make a real difference. 

We engaged 13 mainstream and faith-based celebrities and public figures, including DeVon Franklin, VaShawn Mitchell, and KJ Smith, who used their voices and influence to reach and inspire a record-breaking number of Georgians to register and turn out to vote in the runoff election. 

Impact

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