THE ASK

Easterseals, America's largest nonprofit health care organization, was looking to make an impactful campaign to encourage disabled Americans to vote in the 2020 Presidential Election.

THE WORK

After researching the disabled voter turnout, I stumbled across a shocking statistic - 1 in 4 adults in America has a disability. I instantly knew I had found our campaign’s big idea. I developed the slogan ‘We Are the 25%’ as a rallying cry to empower and educate disabled Americans as to just how powerful their vote is in changing the country. ‘We Are the 25%’ became a national bilingual campaign with over eighty OOH placements, including transit shelters and billboards, along with a massive digital and social media push with content covering three social pillars: Awareness, Action, and Education.

THE RESULTS

We Are the 25%’ was a huge success, and was featured on multiple news outlets. There was a surge of disabled voters in the 2020 election. While I hesitate to attribute the high voter turnout to ‘We Are the 25%’, I like to think that we played a positive role in encouraging people to use their voice.

Role: Sr. Copywriter
Agency: ELA
Client: Easterseals Southern California
Year: 2020