The 2020 US presidential election was perhaps the most consequential in generations. Yet COVID-19 resulted in widespread confusion about voting—from how to register to how to vote by mail to how to stay safe at the polls—that risked suppressing and disenfranchising voters at a time when so much was at stake.Our campaign aimed to counter this confusion and ensure no one was counted out.

In previous years, Facebook helped register over 2 million people to vote, but given the importance of official and timely information needed for the 2020 election, Facebook set the ambitious goal of registering 4 million people through the Voting Information Center.

In the lead-up to the 2020 election, millions of Americans were seeking answers to their voting questions. These questions risked confusion and, even worse, discouragement of voters.

To help ensure that no one was counted out, Facebook launched the Voting Information Center, a hub feature with the power to provide millions of users with information from official election authorities.

Our campaign, "More Questions, More Answers," sought to tell people about it. But just as importantly, it set out to inspire and energize voters, encouraging them to stop at nothing to make sure their votes were counted.

The long-form film was shot and edited under COVID-19 compliant conditions in only 7 DAYS.

Meticulously planned camera moves, transitions and match-cuts aimed to make even the most mundane activities (like looking up a polling place) feel playful, while dramatic cinematography portrayed everyday voters in a heroic light—reminding viewers that no obstacle was insurmountable.

We created “More Questions, More Answers,” an integrated campaign that drove to the Voting Information Center which connected users to a wealth of specific, local information, straight from official election authorities.

The campaign launched nationally on September 21 through broadcast TV, OLV and social channels Facebook/Instagram. The launch was one week ahead of the important National Voter Registration Day with campaign comms continuing right up until the day before Election Day.

The film was supported by a range of social, digital and audio assets, as well as social content from celebrities—including Taylor Swift, Steph Curry, and Oprah.

Meant to stand out from other contemplative COVID/election ads, our hero film takes a playfully high-octane journey through the voting process as we see Americans from all backgrounds confront the many questions and challenges facing them.Through dramatic cinematography and an energetic edit, the film portrays ordinary voters in a heroic, empowering light.

We created “More Questions, More Answers,” an integrated campaign that drove Americans to the Voting Information Center, an online hub which connected users to specific, local information, from official election authorities.

The campaign launched nationally on September 21 through broadcast TV, OLV and social channels Facebook/Instagram. The launch was one week ahead of the important National Voter Registration Day with campaign comms continuing up until the day before Election Day.

The film was supported by a range of social, digital and audio assets, as well as social content from celebrities—including Taylor Swift, Steph Curry, and Oprah.

Meant to stand out from other contemplative COVID/election ads, our hero film takes a playfully high-octane journey through the voting process as we see Americans from all backgrounds confront the many questions facing them. Through dramatic cinematography and an energetic edit, the film portrays ordinary voters in a heroic, empowering light.

In previous years, Facebook helped register over 2 million people to vote, but given the importance of official and timely information needed for the 2020 election, Facebook set the goal of registering 4 million people through the Voting Information Center.

Ultimately, we surpassed goals and helped over 4.4 million Americans register to vote.

More than x2 the registrations achieved than in previous FB registrations drives

900 million ad impressions

2 million clicks through to the voting information center

1000+ posts generating 735k interactions

Public figures included: (Oprah, Cardi B, LeBron James, John Legend, Madonna, Jimmy Kimmel, Taylor Swift, Matthew McConaughey, Steph Curry, Megan Rapinoe)

Beyond helping millions of Americans register to vote, our campaign was informative and inspirational to our audience: 68% of survey respondents claimed the ad gave them more ways to find information about the voting process, while 50% said they were strongly inspired by the message.