Escolar Documentos
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2016
Case study + impact report
Design for
Democracy
The GOTV campaign
Design for
Democracy
Participating chapters
AIGA Arizona | AIGA Atlanta | AIGA Boston
AIGA Chicago | AIGA Cincinnati | AIGA Cleveland
AIGA Colorado | AIGA Detroit | AIGA El Paso
AIGA Jacksonville | AIGA Kansas City | AIGA Memphis
AIGA Miami | AIGA Minnesota | AIGA Nashville
AIGA New York | AIGA Oklahoma | AIGA Philadelphia
AIGA Pittsburgh | AIGA Raleigh | AIGA Richmond
AIGA Salt Lake City | AIGA San Antonio | AIGA St. Louis
AIGA Seattle | AIGA Upstate New York | AIGA Washington DC AIGA
West Michigan | AIGA Wichita | AIGA Wisconsin
Design for
Democracy
INITIATIVE OVERVIEW
Design for
Democracy
AIGA Design for Democracy
AIGA launched Get Out the Vote in 2000 as part of its Design for
Democracy initiative. It’s a campaign held every general election year
that invites designers to create nonpartisan posters to inspire
Americans to vote in the upcoming election.
AIGA recognizes that good design makes choices clear. Design for Democracy
works to enhance the entire voting process–from registration to the polling place
experience–and the U.S. Elections Assistance Commission has endorsed AIGA’s
recommendations for redesigning election ballots to optimize voter participation.
Design for
Democracy Overview_program partner
Civic, media, and
advocacy partners
• Edward James Olmos • Mi Familia Vota
• Estrella TV / LBI • Naleo
Media • Neenah Paper and O’Neil
• Fox Sports Printing
• iKahan Media • The city of Phoenix Standard
• KCET Vision
• The League of • Telemundo 52 / NBC
Women Voters • Tu voto latino
• The city of Los • TV Azteca
Angeles • Univision Communications
Design for
Democracy Overview_timeline
Timeline of key milestones
Summer-Fall 2016
August 22, 2016: Press Conference in Los Angeles with Mayor Garcetti: Edward James Olmos presents
alongside Agustín Garza and Julie Anixter with Voto Latino and NALEO
August 26-November 8, 2016: KCET station and its digital KCETLink station run the 2017 AIGA GOTV
PSA featuring Edward James Olmos, as well as AIGA PSAs repurposed from GOTV 2012
September 26, 2016: Facebook Live event with Edward James Olmos in collaboration with AIGA
Arizona, featuring Phoenix Mayor Greg Stanton and Arizona Secretary of State Michelle Reagan
September 27, 2016: National Voter Registration Day celebrated
October 18-20, 2016: GOTV exhibit during the AIGA Design Conference in Las Vegas; it was handpicked
in a survey as the #1 benefit from the conference
November 7, 2016: Last reminder to encourage designers to go to 411.org for voting information
November 8, 2016: GOTV gallery closes with a record-breaking 727 posters filed from AIGA members
January 2017: TV Azteca nominated for a Peabody Award for “Este año tu voto es cosa seria”
campaign
Design for
Democracy
Design for Graphics courtesy of AIGA Cleveland
Democracy Jenn Visocky O’Grady, Sarah Rutherford, and Christine Wisnieski on content and art direction
Design for
Democracy AIGA Cleveland exhibit, graphics courtesy of Christine Wisnieski
Program challenge #1
Design for
Democracy
Design for Source: U.S Census Bureau; Graphics courtesy of AIGA Cleveland
Democracy Jenn Visocky O’Grady, Sarah Rutherford, and Christine Wisnieski on content and art direction
Source: U.S Census Bureau: Voting and Registration
Program challenge #2
Design for
Democracy
“I want to see the hispanic electorate
thrive beyond a 75% turnout. I’m
committing my design talent to
inspire a much greater participation
of the hispanic community in the
political life of the country.”
Design for
Democracy
DESIGN DELIVERABLES
Part one: Chapter activation
Design for
Democracy
The GOTV poster gallery
212 in 2012
319 in 2008
GOTV poster gallery
A legacy component of this campaign, the
gallery was updated directly through our
backend system with a submission
checklist that was adapted from previous
years. The poster template footer was
updated to include the Vote411 logo,
reduce excess verbiage about the
campaign, and tie back to Design for
Democracy.
Design for
Democracy
GOTV brand guidelines
An Exhibition
of Design for
Civic Engagement
OUT
[date–date]
Art Gallery
at City Hall
[date–date]
Painted Bride
Art Center
Design for The GOTV Branding & Promotional Assets Guidelines included sample social media posts, editable vector graphics,
Democracy promotional posters and postcards, exhibition graphics, voting fact sheet and…
GOTV brand guidelines
AIGA recruited designer
Christine Wisniewski to create
promotional assets for AIGA’s
high-impact marketing and
promotional campaign, as well as
additional materials to support
the organization’s local chapters,
200+ student groups, key
influencers and tastemakers: all
aimed to spike awareness,
interest, excitement, and
ultimately, participation in this
year’s program.
Design for
Democracy
Q+A with Christine Wisnieski
What was the inspiration for the GOTV branding guidelines you designed for
chapters?
Our hope with the GOTV campaign in general was to create a system that could expand and
contract. A system that designers could give life to, could expand upon, and would be excited
by. We believed delivering a guide that outlined the basics of the system would provide AIGA
chapters a foundation to work from and customize to suit their needs.
No but yes. While we explored different variations on a traditional palette, a more classic
combination felt most appropriate and recognizable for a direction rooted in icon flag shapes.
In your opinion, what worked best with the branding of the program this year?
We created a campaign that, we hoped, would be basic at its core but come to life in buildout.
Use of iconic shapes, bold saturated color, and uncomplicated typography helped us to share
simple yet important messages. A modular layout offered a flexible system for a variety of
mediums and messages all while remaining graphic and bold. This system easily morphed
into a three dimensional environment and exhibition space.
We may have created a more stand alone GOTV “logotype.” We felt balancing the multi-level
messages of the campaign posed challenges initially but once we moved into exhibition,
message and art seemed to flow together more easily.
Design for
Democracy
GOTV toolkit
The task force, led by Jenn Visocky O’Grady and a committee
of chapter leaders and experts including Antionette Carroll,
Karen Kurycki, Frances Yllana, and Lee Zelenek provided
assistance to AIGA’s 70 chapters and 250+ student groups to
facilitate local, non-partisan, engaging, and effective program
ideas and activation models.
Facts and statistics were pulled from the most reliable expert sources
and policy centers on best practices in election strategy and voter
behavior (including youth and gender-based participation habits). Most
of this information was folded into the animated GIF (see following
page), the online toolkit, as well as exhibit graphics.
Design for The animation video designed by Vanessa Omolivie Okojie (CSU design alumni and current Kent State MFA student),
Democracy working with Sarah Rutherford and Christine Wisnieski on content and art direction
GOTV toolkit activation ideas
Roller derby punk parties | High school workshops + curriculum to
create voters for life | Elementary school poster making class
Board phone drive about voting | Flash cards to explain local, state, and
national politics with simple infographics | Create a civic
engagement internship within city hall | One-hour social
innovation blitzes addressing voter apathy | Storefront popup exhibits |
Voting button or link on every chapter’s website
Social media graphics with stats on voting, democracy, and ballot
design | Activate National Voter Registration Day, September
27, 2016 | Educate college + university students about where to vote
Collaborate with other civic organizations who’ve already done a ton of
legwork | Target young people | Focus on grassroots efforts | Pay
attention to the language we are using…
Deliverables_chapter activation
AIGA Atlanta produced “I’m Fixin’ to Vote” a social media campaign
Design for
Democracy AIGA Nashville launched a call for posters from its local members
AIGA Upstate NY produced a student voting guide
Design for Deliverables_chapter activation
Democracy
Special exhibitions
Jenn Visocky O’Grady spearheaded a by-invitation exhibit
concurrent with AIGA’s general call for participation to members.
The final collection of special edition posters featured national
board members plus select Medalists and Fellows invited to
submit their GOTV designs at a larger scale (22x34”). The initial
plan was to gather 45 posters, recognizing the 45th President
election.
We ended up with 50 posters (and live files), which were sent to O’Neil
Printing to be produced in eight sets for exhibitions in Cleveland,
Philadelphia, Phoenix, and Las Vegas, as well as for our own AIGA Archives,
the League of Women Voters, and the Library of Congress.
Design
future. We constantly explore and leverage the
news cycle. How can designers and creatives get
physical and digital landscapes, by engaging
involved? Can we use design to redefine interac-
people through design-related programming.
tions between our government and its citizens?
Can we design a better future for our democracy? We are designers, strategists, writers,
developers, students, educators, directors and
AIGA Seattle is exploring these questions
volunteers. We call the Pacific Northwest Home.
for Democracy
through local programming for the AIGA
We are AIGA Seattle.
National Initiative, Design for Democracy. Since
1998, Design for Democracy has collaborated seattle.aiga.org
with researchers, designers and policymakers
to achieve AIGA’s goal of demonstrating the
value of design by doing valuable things.
AIGA Seattle's Design
House of Learning
We hope to see you in June at the next event in
the series, Design Swarm! for Democracy Team
Programming Director Committee Chair
Jenna Blake Rebecca Wall
Special Thanks Committee
Anna Baker Krista Serianni
Carl Silverberg Kristian Kofoed
Christina Nghiem Laura Avery Tuesday March 29th, 2016
James Holt
Jonathan Duyker
Maggie Fowler
Pete Albertson
General Assembly—Seattle Tower
Ken Zinser
Special thanks to General Assembly for
providing the venue — www.generalassemb.ly
https://www.google.com/culturalinstitute/beta/exhibit/6QIC0UI0SaBaKQ
Design for
Democracy
DESIGN DELIVERABLES
Part two: Latino activation
AIGA’s national board member Agustín Garza brought his poster to life. Los
Angeles-based Garza activated his poster, in collaboration with actor and activist
Edward James Olmos and photographer Dennys Ilic, into a multimedia campaign
reaching millions of Spanish-speaking households via Azteca global media group.
“I feel enormous empathy and respect for people who leave their country, their family, their
language, their food, their home in search of a better life. Latinos are among these extraordinary
people who make up nearly 20% of the U.S. population. It is imperative that such a significant
number of citizens show up to vote, regardless of their political preference,” says Garza.
Design for
Democracy
Partner in crime: Edward James Olmos
“Este año tu voto es cosa seria” (This year your vote is a serious matter) is
more than a poster: it’s a national, non-partisan Spanish-language voter
education campaign that ran from August through Election Day on
multiple hispanic TV channels, bus shelters, benches, billboards, and in
sports arenas and kiosks.
Design for
Democracy
James Edward Olmos was interviewed many times about his latino vote advocacy, using “Este año tu voto es cosa seria,”
on Azteca TV and other hispanic channels
From L.A. to Miami
As we approached the registration deadline and the final elections,
there were a few critical states where the vote could swing either way.
Agustín Garza encouraged chapters to spread the Latino campaign
within the states with a high concentration of Latinos (California,
Texas, Florida), inviting them to do what he called “surgical”
activations.
Select AIGA chapter leaders were enlisted to take on the GOTV Latino
campaign further: AIGA Miami leveraged the existing campaign assets,
edited content as needed, adapted the files for local production, found
funding, and approached local suppliers.
Design for
Democracy
GOTV poster submissions
KCET invited AIGA to repurpose some of the 2008 video-based PSAs to run several hundred times
Design for on their channels Aug-Nov 2016
Democracy
GOTV on KCET: media impact
- On the L.A.’s local KCET station and the digital KCETLink station (seen
by over 1.8 million unique viewers in 11 counties monthly), the
following PSAs were featured between August 26 and November 8:
https://docs.google.com/a/mail.aiga.org/forms/d/1Jb4ngO08H-vJLOO7F0ArWNLH5aeuicCnuGM-4JBjWtI/edit#responses
Design for
Impact_chapter engagement: a sample of the qualitative feedback we received on the survey
Democracy
OUTCOME + IMPACT
Part two: The Latino
campaign reach
Design for
Democracy
GOTV on TV Azteca
Three different versions (5, 10, and 15 seconds) of
the produced PSA were scheduled and shown on
average 36 times daily on the network
(between
7 p.m. and 12 a.m.) nonstop for 4 months, i.e.
over 4,300 times, as well as on multiple outdoor
and social media channels throughout the U.S.
Design for
Impact_latino campaign reach
Democracy
GOTV on other Latino
media platforms
Aside from TV Azteca, Agustin Garza helped establish partnerships with a
number of Spanish-speaking media channels including Univision, Estrella
TV/LBI Media, Telemundo 52/NBC, Fox Sports and high traffic digital media
spaces such as those offered by PrimeTime Sports Entertainment, iKahan
Media and Standard Vision. They all featured not only the “Tu Voto es Cosa
Seria” PSA but some also covered the August 22 press conference in Los
Angeles.
During the period from August 6, 2016 to November 7, 2016, Univision TV aired “Tu Voto es Cosa Seria”
98 times, alternating between ten second and five second versions.
Note from Univision: Exact viewership is difficult to provide as it is rotated during open inventory at all
hours of the day.
Design for
Impact_latino campaign reach
Democracy
GOTV engaging Angelinos
The August 22 press conference in Los Angeles, led by the office of
Immigrants Affairs of Mayor Garcetti, was an opportunity to
provide free voter education targeting Spanish-dominant Latino
voters, and register new citizens. Approximate attendance 80
participants.
Although Mi Familia Vota led the registration efforts during the event with a dedicated booth, NALEO,
another non-partisan organization that enables Latinos to access the information they need to be
empowered citizens, registered six people at the event. They focused primarily on distributing voter
information cards (approximately 50 in 2 hours), collateral, and citizenship services flyers.
NALEO’s 888-Ve-Y-Vota hotline was included in this campaign and offered similar information and
resources through live-operators to this demographic segment often overlooked by major campaigns and
candidates. Their hotline is the largest bilingual and national hotline catering to the needs and
requests of Latino voters across the country.
Design for
Impact_latino campaign reach
Democracy
Engaging Angelinos via the
Spanish-speaking press
The August 22 press
conference in Los Angeles
generated additional press
coverage, from KPFK, 20
Minutos, My News LA, SIPSE,
La Voz Arizona, Telemundo
Atlanta, Noticiero Telemundo,
Univision, La Opinion, Terra,
Estrella TV, and Azteca
America.
This video alone, documenting the event, garnered 2,800 views on YouTube.
Design for
Impact_latino campaign reach
Democracy
GOTV reaches the urban scale
Design for
Impact_latino campaign reach
Democracy
GOTV seen at the urban scale
In Los Angeles, Garza
negotiated the support of
iKahan Media for strategically
placed digital bulletins.
Location one
Firestone Blvd. at Rio Hondo
When: October 10-November
6, 2016
Impact: 164,912
impressions
Location two
Garfield Avenue at Firestone
Place
When: October 10-November
6, 2016
Impact: 150,984
impressions
Design for
Impact_latino campaign reach
Democracy
The AIGA Miami chapter
activation strategy featured
billboards at key locations,
including main
highways (Florida
Turnpike, Palmetto
Expressway, I-75, and I-95)
as well as a couple of very
heavily trafficked urban
streets (SW 27th Ave and
NW 57 Ave).
Design for The AIGA Miami chapter activation featured billboards at key locations, including, here, I-95 and 79th Street (Miami)
Democracy
Soccer stadium game:
Club America vs. Pumas
UNAM teams
Design for
Impact_latino campaign reach
Democracy
FoxDeportes
FoxSports digital
Design for
Impact_latino campaign reach
Democracy
GOTV key outcomes
Design for
Democracy
GOTV solution to challenge #2:
The Latino vote
Design for
Democracy
Epilogue
“Design makes ideas, people, and places
more visible. AIGA has pioneered the
notion that design can be a powerful tool
for an engaged democracy, and this
campaign is one of many civic engagement
projects under the organization’s respected
Design for Democracy initiative.”
Design for
Democracy
Annex
GOTV videos playlist on You Tube,
GOTV microsite:
http://www.aiga.org/vote
Special thanks to Corey Strausman, associate chapter development director and Obed Figueroa, Diversity & Inclusion resident,
for their help gathering data for this report.
Design for
Democracy