The Challenge
The NYC Board of Elections needed every eligible voter to understand how to rank candidates before the June 24 Primary, and it had nine days to do it. The audience was the entire city, which meant reaching English and Spanish speakers citywide plus Chinese, Korean, and Bengali speakers by borough. Language access was not an add-on here. It was the assignment.
The Approach
We built an omni-channel plan for speed. Digital carried urgent, action-oriented messaging across Google Search, YouTube, and programmatic display, with borough-level targeting and mobile-first creative. Print delivered culturally relevant education through seven citywide and community newspapers, 48 insertions across four languages. Subway livecards and station liveboards, 1,647 units in all, kept Ranked Choice Voting visible to commuters in every borough.
The Results
The campaign delivered over 22.4 million impressions in nine days OOH drove 11.6 million impressions, digital added 7.2 million impressions, and print reached a combined circulation of 3.6 million. Search showed voters actively looking for guidance, with queries like "early voting" and "vote NYC" driving the strongest response and Long Island City, the Upper West Side, Brooklyn Heights, and Park Slope leading engagement citywide.
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