Snapchat is taking to the airwaves, airing a spot on national television and across select markets in the U.S. during the first presidential candidates’ debate Tuesday night.
The spot is part of nonpartisan, multi-week public awareness effort Show Up, which also featured public-service announcements starring former President Barack Obama earlier this month.
The campaign is aimed at encouraging first-time and younger voters to register to vote, learn about the issues and candidates, and ensure that they cast their votes, either in-person or by mail.
The spot will run during Tuesday night’s debate on national networks including CBS, CNN, Fox and Fox News, as well as in select local markets.
It was developed by Snap Inc.’s internal creative team and produced by Los York.
Snap cited research it commissioned earlier this year from Morning Consult, which found that the Snapchat Generation is more likely to get news about politics from friends and family, and that the same group is more than twice as likely to say friends and family are a top reason motivating them to vote.
The company also released research from Circle/Tufts last week, indicating that 85% of Generation Z respondents believe young people have the power to change the country and 82% feel that the pandemic made them realize the impact of decisions by political leaders on the everyday lives of people.
Snap said Snapchat reaches more people between the ages of 13 and 24 in the U.S. than Facebook, Instagram and Messenger From Facebook combined, and 80% of the 100 million Snapchatters in the U.S. are of voting age, 18 or older.
Snapchat has already helped over 916,000 people register to vote during this election cycle through its suite of mobile voter registration tools.
For the 2018 midterm elections in the U.S., Snapchat helped over 450,000 users register to vote, with 57% of them actually following through and going to the polls.
CREDITS:
Snapchat:
Chief marketing officer: Kenny Mitchell
Global creative director: Leo Macias
Senior brand marketing manager: Jill Kinney
Senior creative lead: M.J. McCallum
Lead brand designer: Abe Vizcarra
Brand designer: Jules McLean
Lead language designer: Brian Lee
Language designer: Adam Rotstein
Senior media planning and strategy manager: Karlo Cordova
Senior strategy and planning manager: Ellis Hamburger
Social media manager: Kiyome Okikawa
Social media strategist: Diamond Jones
Head of production: Tim Newfang
Producer: Jeff Holiday
Project manager: Justin Mersinger
Creative intern: Assetou Cherif
Los York:
Executive creative directors: Seth Epstein, Scott Hidinger
Executive producer/accounts: Melina Osornio
Executive producer: Leticia Gurjao
Head of production: Mariel Sands
Senior producer: Jake Hibler
Chief financial officer: Melissa Redondo
Talent coordinator: Jade Fuller
System engineer: Sid Bedi
Editors: Robert “Chip” Sneed, Lin Wilde
Designers: Josh Kopeika, Marina Murad, Jaime Van Wart
Animators: Adam Linden, Christian Palma
Los York live action:
Directors: Dane Del Deo, Mikayla Gamble
Executive producer: Leticia Gurjao
Line producer: Scott Ludden
Olio Creative:
Colorist: Marshall Plante
Executive producer: Natalie Westerfield
Huntress:
Mixer: Daniel Hart
Creative director: Scott Glenn
Head of production: Caroline O’Sullivan
Executive producer: Debbi Landon
