Devised by Saatchi & Saatchi with bold colors, suggestive graphics, and the tagline 'Voting is hot AF,' the Just Vote campaign aims to inspire young voters to participate.
Inspired by research showing that young people find regular voters more attractive and intelligent, the campaign utilizes online dating culture iconography to engage the target audience.
Despite some finding the campaign cringey, the Just Vote initiative aims to combat voter apathy and increase turnout among 18 to 34 year-olds by making voting education more engaging.
Saatchi & Saatchi highlights the importance of finding the right message to drive behavior change, emphasizing the power of advertising in influencing voter turnout and civic engagement.
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