HEADCOUNT Instructors Gregory Coffin, Mike Brenner Course Name Campaign Spring 2009 Art Directors Iris Lai, Michael Waldman Copywriters Iris Lai, Michael Waldman Account Planner Rachel Shensa
Why does our client need to advertise? HeadCount is a nonprofit organization dedicated to voter registration through the power of music. The problem is they are unknown and often overshadowed by Rock the Vote, which is the only organization people associate with music and voting. What is the advertising going to accomplish? The advertising is going to raise awareness of what the organization is and encourage music fans to volunteer to help the organization register voters. Who are we going to connect with? Music fanatics, age 18–35, who are obsessed with seeing their favorite bands live. They work hard and may not have the money to go to all the shows that they crave to see. What are the most insightful things we know about them? They want to be inspired, cut loose and connect with other like-minded people. To them the energy of a live show and the power of democracy are pure and collective experiences. There is nothing they like more than surfing through crowds of people and feeling that deep connection to everyone and everything around them. What is the single most effective message we can tell them? Be a part of something bigger than yourself. What else is there to know that supports this message? If you volunteer for HeadCount you will walk around during the opening act registering people to vote. You will get into the show for free and not work during the headliner.