Make the
Midterms Matter
Culture Campaign—
The 2018 midterms were the first election where millennials would be the largest voting bloc. Most get-out-and-vote campaigns gave them no real reason to show up.
Gerry led creative and art direction on a voter registration campaign built around politically charged objects, stripped of color and context, that let audiences bring their own meaning.
Then on National Voter Registration Day, VICE shut down its own platforms with a simple message. It can wait, register to vote.
The campaign drove 2% of all voter registration and contributed to the largest midterm turnout since 1914.
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