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%.