FVAP - Federal Voting Assistance Program
Case Study

FVAP - Federal Voting Assistance Program

The Challenge

Help over 4 million Americans — active duty military, eligible family members and overseas citizens — face the unique challenges of voting overseas or on military installations.

Typical Approach

A PSA-awareness campaign that tells Americans they should vote and where to get the forms.

Our Approach

A targeted global digital-first behavior-based campaign acknowledging audiences want to vote and addressing each potential barrier with just-in-time messaging and integrated online solutions. The campaign was a mix of earned media, social media, partner engagement, advertising, collateral materials and direct marketing to touch voters online, in communities and through trusted organizations and individuals. Tailoring messages and assets by channel to meet needs of specific audiences, we built awareness of when to act, what to do and connected voters to the appropriate tools at each step of their absentee voting journey.

The Results

Unprecedented reach and voter interaction. Eighty-five million paid impressions drove a quarter million web sessions. More than one in four sessions resulted in one or more goal conversions, which ranks in the top 10% of high traffic sites. Facebook reach increased twenty-fold, and Twitter impressions doubled. One particular tactic, a customized digital “I voted from” sticker generating 35,000+ website visits and 7000+ shares on Facebook and 500+ on Twitter. Post-election surveys showed that awareness of FVAP increased from 37% in 2014 to 60% in 2016 among Service members who needed voting assistance. During the 2016 campaign, 58% of all Service members and 67% of military absentee voters remembered seeing or hearing something from FVAP. Military members exposed to FVAP materials had higher knowledge of: key absentee ballot dates; federal voting assistance forms; how to register to vote and request an absentee ballot; and how to submit an absentee ballot. Military members requested their ballots earlier in 2016 than 2012 after FVAP encouraged them to do so before August 1. As a result, ballots were received earlier too. Nearly all (94%) the first-time military voters who consulted FVAP or their Voting Assistance Officer returned a ballot.

FVAP - Federal Voting Assistance Program