Our research revealed that there was recent evidence of voter suppression in almost every single state. To condense this huge amount of legal information and make it interesting and interactive, the campaign launched with a quiz email that asked readers unusual questions related to voter fraud and misinformation. When the reader clicked on “yes” or “no,” an answer would pop up giving past examples of minority disenfranchisement.
For the second email, we created a voting rights map, which used flash functionality in order to graphically convey a vast amount of information on voting rights issues in the U.S. When a state is clicked on, the image moves to the center and a short blurb about voting rights issues in that state pops up. States with more than one category have clickable buttons to separate information.
The campaign’s final email, which launched on Election Day, urged readers to exercise their right to vote and to end minority voter suppression by supporting LDF.
The email campaign was bolstered by a strongly integrated social media marketing campaign and two petitions on Change.org, which helped LDF acquire 10,000 new online advocates.