The Voter Formation Project is dedicated to engaging low-propensity Black and Brown voters and encouraging greater civic participation. With our social media strategy, we aimed to create a space that not only provided civic education but also celebrated Black and Brown communities in all aspects of life. We recognized that people don’t engage with politics in isolation—so we designed our content to reflect the full range of interests and experiences our audience cares about, making our platform feel inclusive, relevant, and community-driven.
Video edit by Lizzy Barrett
Black Joy, Excellence, & Resilience
At a time when the contributions of Black communities to our nation and society are being challenged, questioned, and even erased, we felt it was essential to be intentional in our celebration of Black History Month. We aimed to highlight both historic and recent successes as a way to honor resilience and achievement. In addition, given the current political climate, we believed it was just as important to center self-care—recognizing it as a vital part of sustaining activism and community well-being.
Tapping into critical moments & centering SElf Care
To expand the influence of our brand, we recognized the importance of tapping into key cultural moments that resonated with our values—ranging from political events to pop culture milestones, such as Kendrick Lamar’s iconic Super Bowl halftime performance. Equally important was the need to pause and remind our audience that it’s okay, and often necessary, to take a moment for self-care.
Playbook, Black Joy is, Kendrick, & Black Love Is graphics by Tiarra Lucas
What is black Joy to YOu?
Our second goal was to seamlessly blend political topics with the everyday experiences of life. For Black History Month, we created a series featuring our staffers sharing the things that bring them joy. We chose a user-generated content (UGC) style to make the staffers feel more relatable and authentic to the audience.
Video edits by Lizzy Barrett
Civic Education, Always
Regardless of the time of year, one of our organization’s primary goals has been to establish itself as a trusted resource for those seeking to become civically engaged. To achieve this, we developed the “What You Mean?!” series, focused on civic education. The term “What You Mean?!” is a colloquial expression used to prompt deeper explanation of something that may be surprising or unclear. Through this series, we created graphic and video explainers to break down complex government topics and provide clear guidance on how people can get involved.
Video edit by Lizzy Barrett
Graphic Carousel by Tiarra Lucas