To mark National Voter Registration Day, MTV is ramping up its first-ever midterm election campaign +1 the Vote, to harness the power of friendship and ignite the most powerful voting bloc in the country. Beginning today, MTV will unveil PSAs featuring celebrities like PRETTYMUCH, Nicole Snooki Polizzi, Frankie Grande, Erica Mena and more, that enlists audiences to bring a friend to the polls and vote. Additionally, in a company-wide PSA, Viacom networks will highlight iconic friendships including MTVs Nicole Snooki Polizzi and Jenni JWOWW Farley, VH1s Snoop Dogg and Martha Stewart, Comedy Centrals Abbi Jacobson and Ilana Glazer, and Nickelodeons SpongeBob and Patrick Star, encouraging viewers to tag their +1s.
Based on research which suggests that social influence is a strong motivator in voter turnout, the cornerstone of this campaign is the +1 the Vote Registration Tool, a first-of-its-kind digital experience which enables young people to register to vote and activate unregistered friends to join them November 6th at the polls.
Leading up to Election Day, MTV and Civic Nations #VoteTogether “ will supercharge youth voter participation through events at the polls across all 50 states. Additionally, MTV News will roll out a series of videos featuring leading artists and celebrities breaking down the importance of the midterm elections, as well as a series highlighting young candidates across the country. MTV will host a concert on November 6th after the polls close to celebrate young people turning out the vote.
+1 the Vote was developed based on MTV/AP-NORC research showing that young people feel a renewed sense of empowerment in their ability to impact politics 48% of 15-22-year-olds feel they have at least some effect on the government, up from 33% in March “ and that friendship is a powerful driver of voter turnout. Further MTV research found that 76% of young people think inviting friends to the polling station is an effective way to encourage others to vote, while 70% think posting about voting on social media is also effective.
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Source: MTV/AP-NORC Youth Political Pulse Wave 1: 2/22-3/9/18; Wave 2: 4/23-5/9/18. Approximately 1000 15-34 year olds. MTV Midterms Poll, August 2018, 1000 18-34 year-olds
MTV is the leading youth media brand inspired by music, in nearly 180 countries and 450 million homes around the world, connecting with over 350 million fans across all social media platforms. A unit of Viacom Inc. (NASDAQ:VIAB, VIA), MTV operations span cable and mobile networks, live events, and the new MTV Studios unit which produces original and reimagined content for SVOD and linear networks based on MTVs library of over 200+ youth titles and franchises.