In 2020, a record number of young and BIPOC voters turned up at the polls and the majority of them voted early.  Early Voting increases turnout for underrepresented communities, promotes racial equity by giving more People of Color more options to vote, increases overall access to polling locations, and with new voter suppression efforts and laws in place, voting early is frankly, safer.

So for the 2022 midterm campaign, we focused on bringing those young, BIPOC voters from 2020 back to the ballot box to VOTE EARLY in the 2022 Midterms.

Creatively, the concept of EASY, needed to be omnipresent in our design execution. We wanted the design to feel elementary, as easy and approachable as 123. A suite of simple shapes and a primary color palette were established to drive home the idea of “the basics” while also representing literal election symbols like the ballot box, voting pins and the early morning sun.

The identity worked across the mtv entertainment ecosystem with supporting content across several brands and voices, including on air and digital packages, signage and on the ground collateral and partner activations.

Based on exit poll data immediately available following the 2022 midterm elections, an estimated 27% of youth (ages 18-29) cast a ballot in 2022, making the 2022 midterm election the second highest youth voter turnout in almost three decades.