Campaign details

Brand: Boost Mobile
Advertiser: Boost Mobile
Lead agency: 180LA

Effie awards category context

This is the story of how Boost Mobile – a prepaid telecom brand – used its omnipresence in low-income neighborhoods to fight voter suppression.

  • Example of a brand filling governmental voids, while fulfilling business objectives.
  • 2016 presented additional challenges to boosting minority turnout: stricter ID laws, polling place closures, less investment in candidates (vs. 2012 Obama). Unsurprisingly, in 2016, Black voter turnout was down overall (-11%), and Hispanic turnout was stable (-0.8%).
  • Despite this national trend, in the Black and Hispanic neighborhoods where Boost stores activated, voter turnout increased +23%.

State of the marketplace and brand's business