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.

Why it matters

Educational campaigns should be crafted following an audience-first approach. Serious topics, especially, can intimidate consumers, so brands should strive to communicate them through content that is as approachable and digestible as possible.

The work

• The creative strategy of ‘Empathetic Entertainment’ was brought to life through 700 unique assets with the aim of educating and reassuring Americans on the new voting methods.
• The assets appeared on digital, social and OOH across ‘battleground states’,...