The When We All Vote Rally featuring Michelle Obama brought together thousands of young, Black, and Brown voters, volunteers, and partners to build momentum ahead of Election Day. The rally aimed to energize first-time voters and amplify our mission of civic engagement by leveraging celebrity talent, creators, and grassroots partners. The Rally was part of When We All Vote’s 2024 plan to mobilize 5 million voters, foster a deeper connection between popular culture and civic engagement, and close the race and age voting gaps.
In addition to creating a meaningful experience for the first-time voters at the rally, we aimed to inspire action through a multi-platform social media campaign that allowed young voters across the country to be a part of the event and understand the power of their vote.
When We All Vote’s strategy for the rally focused on leveraging our network of high-profile Co-Chairs and Ambassadors to create a culturally relevant, nonpartisan campaign that resonated with young and first-time voters. The campaign emphasized voting as an expression of individual and community voices and power, echoing Michelle Obama’s message that voting is about “protecting the people we love.” Collaborating with talent like Stephen Curry, Lin-Manuel Miranda, Shonda Rhimes, Kerry Washington, and Kelly Rowland, the campaign utilized behind-the-scenes content, Instagram Stories, and Reels to engage younger audiences and build excitement leading up to the event. A cohesive visual identity amplified the messaging, while strategic partnerships with local colleges and universities, especially HBCUs, creators like @betches, Gia Peppers, and Mona Swain, organizations like FEMINIST, the National Basketball Players Association, and Lyft extended the campaign’s reach to targeted local communities. On the day of the rally, entertainment by DJ D-Nice, Ari Lennox, Blanco Brown, and Clark Atlanta University’s drumline combined with impactful voting messages from cultural icons, created a dynamic blend of inspiration and civic education. Real-time social media updates, a livestream of the event, and follow-up posts encouraging voters to make their plan to vote ensured the momentum continued post-event, underscoring the importance of early voting.
The When We All Vote Rally achieved remarkable success across multiple platforms:
