Generation VOTE

Project Overview

Social media initiative that aims to demystify politics and make voting cool for the Z generation in Romania in response to multiple election cycles where young people were the least represented demographic. The three main pillars of the campaign were education, resource-sharing and memes. 

My Contribution: Content Strategy, Engagement Strategy, Partnership Outreach, Media Coverage
The Team: Tushar Advani, David Mihai, Alexandru Danescu

The Problem

In 2016, the 18-24 age group was heavily underrepresented in Romania's local and general elections. Most efforts to address this issue were made by the media, which demonized and put the young generation under heavy scrutiny. 

The Solution

Creating a community that speaks the same language as the Z Generation, has an age-appropriate tone and finds the young voters on the channels they are most familiar with. Generation VOTE crowdsourced funny catchphrases and calls to action that were turned into shareable posts by a team of 25 graphic designers from Romania. Moreover, the information was delivered through very succinct and visually captivating posts and Reels that are easy to watch, understand and share.

The Election Turnout

Successfully contributed to a 49% rise in voting presence of the 18-24 age segment in Bucharest during the 2020 Local Elections compared to 2016.

Contributed to keeping the 18-24 age segment’s turnout steady at the 2020 General Election while other segments dropped by 13%-18%.

The Effect

Recruited & coordinated a team of 450 ambassadors for online and offline campaigns

8,000 Instagram followers in 4 months

230,000+ views on Instagram Reels

22,000+ views on IGTV

2,600+ Instagram posts saved by the followers

10,000+ Instagram post shares

13 articles published

Collaborated with 50+ influencers with 200,000+ Instagram followers

900 Romanian Lei revenue from selling merchandise

500 Romanian Lei raised through donations

Artist Features

By partnering with two well-known graphic designers (Illustrescu & Ilustaria), the project launched a call to art campaign that gathered submissions from over 25 artists who brought to life some of the project’s mottos

Special Campaigns

During election-weekends, we provided the community and our partners with template posts they could post to show solidarity with the youth voting movement Generation VOTE created by “closing” their accounts for a while.