WASHINGTON ELECTIONS
Building Trust in Washington’s Vote-by-Mail System
Fueled by record-high misinformation and national polarization, confidence in Washington’s vote-by-mail system was at a low heading into the election. Especially among young, rural, and minority voters.
Working with the Washington Secretary of State, we set out to rebuild that trust. To reach voters, we had to cut through the noise with a campaign rooted in local pride, trusted facts, and positivity. One that both informed voters and helped them feel good about how elections work in Washington.
Opportunity
We saw an opportunity to rethink how the government talks to voters, engaging with them in new ways. Instead of leaning on conventional formats, we could build something community-driven, with personality, that was memorable and engaging. A campaign that helped voters see Washington’s vote-by-mail system as secure, dependable, and something they could actually take pride in.
Approach
We created Mark the Ballot. A friendly, animated character who made learning about the vote-by-mail process feel easy, approachable, and even fun. Through playful storytelling, local references, and a warm tone, Mark helped break down complex topics like election security, ballot tracking, and voter roll accuracy.
The campaign spanned digital, social, print, radio, OOH, partnerships, and in-person activations, meeting voters wherever they already were with:
A social series targeting Gen Z with visual, digestible content
Billboards tailored to specific Washington communities
Radio spots with trusted local DJs, Game-day takeovers with the Seahawks, Mariners, Kraken, and UW College and fair activations across the state
The campaign spanned digital, social, print, radio, OOH, partnerships, and in-person activations, meeting voters wherever they already were with:
A social series targeting Gen Z with visual, digestible content
Billboards tailored to specific Washington communities
Radio spots with trusted local DJs, Game-day takeovers with the Seahawks, Mariners, Kraken, and UW College and fair activations across the state
Insight
People trust at a local level. And they don’t trust when they’re angry.
Our research showed that 80% of voters respond better to positive, community-focused messaging. So we made the shift away from fear-based comms and toward something more inviting, more local, and more likely to stick
Our research showed that 80% of voters respond better to positive, community-focused messaging. So we made the shift away from fear-based comms and toward something more inviting, more local, and more likely to stick
Result
The campaign launched in three phases – Presidential Primary, Primary Election, and General Election. The campaign exceeded expectations:
- 58 million impressions (43% above goal)
- 2.6M+ video views
- 1.5M+ social engagements
- 1.5M+ audio listens
And it worked! A statewide YouGov survey found that 41% of voters were aware of Mark the Ballot. Among those who saw or heard the campaign, confidence and understanding were significantly higher, with:
- 36% more confidence in Washington’s government to do what’s right and fair
- 15% more knowledge of election security measures
- 12% more trust in local election officials
Younger and Hispanic voters, who started with lower levels of trust, showed some of the most meaningful gains. County officials reported strong community response, and Mark the Ballot continues to spark conversation, generate local media coverage, and build confidence across the state.
By turning trusted facts into something warm, relatable, and genuinely useful, we helped make vote-by-mail something Washingtonians could believe in and feel good about.
