• In 2008, 2012 and 2016, a volunteer army of award-winning documentary directors went to key battleground counties in swing states. There, they conducted in-depth interviews with veterans, teachers, firefighters, farmers, store owners, factory workers—people who were either traditionally Republican, or commanded respect among Republican voters.

    During these conversations, they expounded on the issues that mattered to them and their community. They shared why they felt that the Democratic ticket better represented their interests, or why they couldn't put their faith in Donald Trump.

    The interviews were cut down to :30 or :60 seconds ads that were micro-targeted on social media and aired on national television networks in the same communities where they were made.

    VISIT WEBSITE




    Formally, Local Voices is a SuperPAC, an independent committee set up for election campaigning. In practical terms, it's an innovative, people-centered approach to creating political ads.
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    Background
    Background
    Formally, Local Voices is a SuperPAC, an independent committee set up for election campaigning. In practical terms, it's an innovative, people-centered approach to creating political ads.

    In 2008, 2012 and 2016, a volunteer army of award-winning documentary directors went to key battleground counties in swing states. There, they conducted in-depth interviews with veterans, teachers, firefighters, farmers, store owners, factory workers—people who were either traditionally Republican, or commanded respect among Republican voters.
    During these conversations, they expounded on the issues that mattered to them and their community. They shared why they felt that the Democratic ticket better represented their interests, or why they couldn't put their faith in Donald Trump.

    The interviews were cut down to :30 or :60 seconds ads that were micro-targeted on social media and aired on national television networks in the same communities where they were made.
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    VISIT WEBSITE
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  • Their ads, when tested head to head, often proved to be more effective than those of larger PACs or even the official campaigns, and their previous efforts have helped tip swing states toward Obama twice.

    To raise sufficient funds for ad buy, Local Voices needed to emphasize its role as an alternative or complementary force to major Democratic Super PACs such as Priorities USA.

    At the same time, it sought to retain its identity as the campaigning organization that's close to the people—the one that really listens to and understands middle and working class America.

    Local Voices needed to deploy the new brand in a range of fundraising materials at different stages of the campaign, tailor-made to the priorities of their various donors. They also needed a new website that underlined what was distinctive about their approach, while demonstrating its effectiveness. Furthermore, the website had to enable potential donors to quickly find and watch the ads that were most relevant to them.




    In 2016, Local Voices wanted to recreate its brand identity to reflect its growth from a grassroots initiative of documentary filmmakers into a prominent campaigning organization.
    Challenge
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    Challenge
    In 2016, Local Voices wanted to recreate its brand identity to reflect its growth from a grassroots initiative of documentary filmmakers into a prominent campaigning organization. Their ads, when tested head to head, often proved to be more effective than those of larger PACs or even the official campaigns, and their previous efforts have helped tip swing states toward Obama twice.

    To raise sufficient funds for ad buy, Local Voices needed to emphasize its role as an alternative or complementary force to major Democratic Super PACs such as Priorities USA.
    At the same time, it sought to retain its identity as the campaigning organization that's close to the people—the one that really listens to and understands middle and working class America.

    Local Voices needed to deploy the new brand in a range of fundraising materials at different stages of the campaign, tailor-made to the priorities of their various donors. They also needed a new website that underlined what was distinctive about their approach, while demonstrating its effectiveness. Furthermore, the website had to enable potential donors to quickly find and watch the ads that were most relevant to them.
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  • We focused on creating a versatile brand that worked across various media, and felt both familiar and interesting. When stacked among other documents on top of a desk, Local Voices fundraising brochures had to stand out while looking friendly and practical.

    On the website, we created several ways for staff to highlight their latest best ads, awards, and results, while offering both a menu and a map-based gateway for visitors to access the ad library.

    Potential donors were greeted with a curated gallery of the best ads, while our dynamic, Javascript-based solution enabled them to immediately change their selection criteria. This allowed them to pull up the specific ads that they were looking for in a matter of seconds. On the back-end, staff could easily update pre-made galleries and create hand-picked ones for specific donors.

    VISIT WEBSITE




    The unique quality of Local Voices was that it's come from and knew "everyday America". Therefore in the new identity, we sought to balance an impression of clarity and professionalism with friendliness and familiarity.
    Our Answers
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    Our Answers
    The unique quality of Local Voices was that it's come from and knew "everyday America". Therefore in the new identity, we sought to balance an impression of clarity and professionalism with friendliness and familiarity. (All within the red-white-blue visual framework, a set requirement.)

    We focused on creating a versatile brand that worked across various media, and felt both familiar and interesting. When stacked among other documents on top of a desk, Local Voices fundraising brochures had to stand out while looking friendly and practical.
    On the website, we created several ways for staff to highlight their latest best ads, awards, and results, while offering both a menu and a map-based gateway for visitors to access the ad library.

    Potential donors were greeted with a curated gallery of the best ads, while our dynamic, Javascript-based solution enabled them to immediately change their selection criteria. This allowed them to pull up the specific ads that they were looking for in a matter of seconds. On the back-end, staff could easily update pre-made galleries and create hand-picked ones for specific donors.
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    VISIT WEBSITE





  • We can only convince people of the value of progressive politics if we first listen to their concerns, and then talk to them in a familiar voice that knows and respects their communities. We hope to keep working with Local Voices during the mid-term elections.




    While the communities that Local Voices has engaged have mostly swung left, the election was lost. We, however, believe that the approach that the campaign has taken was exactly what Democrats would need more of to win next time.
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    VISIT WEBSITE
    Postscript
    Postscript
    While the communities that Local Voices has engaged have mostly swung left, the election was lost. We, however, believe that the approach that the campaign has taken was exactly what Democrats would need more of to win next time.

    We can only convince people of the value of progressive politics if we first listen to their concerns, and then talk to them in a familiar voice that knows and respects their communities. We hope to keep working with Local Voices during the mid-term elections.
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