Boost Your Voice – AdAge/Creativity Campaign of the Year
Boost Mobile is a prepaid wireless carrier. Their brand mission is to help their customers be heard – primarily low-income, working-class minorities.
These Americans face more obstacles to vote, including longer lines and fewer locations. Since Boost stores are located in these communities, we saw an opportunity to help: by turning our stores into voting stations for Election Day.
Making this possible was a monumental challenge. It took a team of people calling 817 counties for months, overcoming resistance and skepticism – after all, this same system had historically suppressed these voters – but we managed to find several election officials who shared our belief that the system needed change.
On November 8, people voted in Boost stores across the country. Marking an unprecedented partnership between government and corporation in an election. While long lines persisted in many low-income neighborhoods, in Boost precincts, voting ran smoothly and turnout increased 23% over 2012.