The Washington State Office of the Secretary of State (OSOS) is taking significant steps to emphasize the safety and security of the state’s vote-by-mail system before the August primary and November general election. In collaboration with Happylucky, the agency has launched a large-scale campaign that uses striking visuals and animations to showcase the integrity of this process that has facilitated secure and accessible voting for over ten years. The campaign’s optimistic tone serves to educate all voters in Washington about the workings of the vote-by-mail system, honor their democratic privileges, and prompt them to participate in the upcoming elections.
According to Secretary of State Steve Hobbs, it is crucial for Washingtonians to recognize that their elections are conducted with the utmost security and transparency by skilled and devoted election officials. He emphasizes that these election administrators, who come from every county, are members of our community and warrant our trust. By joining forces with Happylucky, they can communicate to voters across the state about the secure, reliable, and transparent procedures they follow for each and every election.
Despite a 2022 survey indicating that most Washington voters have faith in the state’s vote-by-mail system, misconceptions surrounding its security still exist, particularly during state and national elections. To tackle this issue, OSOS and Happylucky have launched a public awareness campaign that aims to connect with audiences at the local level, where their trust is built and nurtured. The campaign adopts an optimistic and no-nonsense approach to dispel misinformation.
The campaign doesn’t rely on just one channel to reach its audience. It employs a combination of traditional and digital channels, along with community-based partnerships, to effectively connect with rural, historically marginalized, and entry-level voters. The copy and imagery used in the campaign are relatable and playful, tapping into the nostalgia of home with a touch of humor. The campaign materials are available in English, Spanish, Vietnamese, Traditional Chinese, and Simplified Chinese. A new animated character, “Mark the Ballot,” is the face of the campaign, and he takes voters on a journey of a ballot, educates them on how voter rolls are updated, and shares the history of Washington as the second state to adopt vote-by-mail.
Guy Cappiccie, the associate creative director at Happylucky, expressed that their objective was to envision a lively world where the ballot comes to life, with an infusion of quirkiness for an educational and entertaining approach. The aim is to make civic engagement appear less like an obligation and more like a communal adventure.
As a critical player in providing accurate elections information across Washington state, OSOS has invested $1.8 million in the latest campaign. The campaign was initially launched exclusively on social media in March but is now running on various media platforms. Visit sos.wa.gov/elections for more information on elections and voting.