How the Biden–Harris campaign mobilised voters by choosing empathy over fear

The Biden–Harris Campaign dispelled fear and confusion surrounding new methods of voting for the 2020 US presidential election through an edutainment campaign rooted in empathy.

There’s a feeling that, throughout 2020, the pandemic acted as a catalyst for political and social unrest. In the USA, this loaded climate culminated in a presidential election like no other: emotionally charged, fraught with confusion around new voting methods, and threatened by fake news. So, when the Biden–Harris Campaign approached Barbarian to create a voter mobilisation campaign, the digital agency was excited at the prospect of contributing to what was shaping up to be a historic election.

What came out of the challenging brief was a playful and charismatic campaign that used empathy to dispel fear and confusion.

A...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands