Up To Us
My Role: Designer
Up To Us is a collective of Gen Z creators, makers, and community builders fixing some of the biggest issues facing our generation.
Ahead of the consequential 2020 election, I helped conceptualize a get-out-the vote campaign that was aimed at mobilizing Gen Z via more effective digital tactics. To do this, we convinced Gen Z’ers to check their voter registration status. Doing so would give them the chance to meet some of their favorite artists, actors, and other popular influencers.
I crafted the Up To Us brand system which was used across all platforms and campaigns, and interfaced with external partners who helped create additional assets.
Press Coverage:
The campaign involved 4 simple steps. The main goal was to get people to at least check their registration status. Doing so would enter them into a chance to get to chat with one of Gen Z’s favorite celebs. The main prize was the chance to win a Tesla.
Up To Us signed various internet personalities, celebrities, and actors to help spread the word.
Grimes, Noah Centenio, Will Made It, The Cheeky Boyos, Ilana Glazer, and Lil Wayne, were just some of the people who we got to post on behalf of the campaign.
By election day, Up To Us was able to:
Register more than 200,000 people to vote
The campaign was 12x cheaper than other traditional get-out-the vote efforts
Some of the biggest names in culture helped spread the word, including Leonardo DiCaprio, Gigi Hadid, and Kerry Washington.
In 2021, Up To Us pivoted from election issues to vaccination issues. We focused on polling areas with the most vaccine hesitancy to learn what was stopping them from getting a shot. This information proved vital in developing content that better spoke to these underserved populations.