Rock the Vote's goal was to reach out to urban youths aged 18-25 and inform them of key issues relevant to their lives. The design was influenced by M.C. Escher’s drawings to convey the idea that every issue has multiple angles. The campaign used 15-second psa spots, rich media banners, email, and postings on musician's websites (Beastie Boys, Counting Crows, Foo Fighters) drove traffic. Users could register via the site.