Objective

The "We Decide Our Future" campaign was designed to mobilize underrepresented communities to participate in the democratic process, with a particular focus on those most impacted by attacks on reproductive justice and intersecting social issues. By harnessing the cultural influence of athletes and artists, the campaign aimed to increase voter engagement and education in critical election states. Specifically, the campaign sought to:

1. Build community power in communities of color by connecting local organizing efforts to high-profile athletes and innovative events.
2. Expand the electorate through culturally relevant storytelling and mobilization strategies.
3. Foster collaboration among BIPOC-led organizations to strengthen civic engagement ecosystems.

This multi-state initiative not only aimed to increase voter turnout but also sought to create a replicable model for sustained civic empowerment, rooted in community storytelling and cultural pride.

Strategy

The campaign brought nonpartisan voter engagement to life through an innovative blend of athlete-led events, culturally relevant organizing strategies, and a robust content-driven digital campaign. Key highlights of our strategy included:

1. Athlete-Driven Engagement: Partnering with 32 athletes and artists, including WNBA star Nneka Ogwumike, we strategically integrated high-profile voices into local and national organizing efforts. Signature events like the “Cabalgata Horse Ride to the Polls with WNBA All-Star Brittney Griner” in Phoenix and the “Atlanta Ballot Walkthrough Party with WNBA legend Maya Moore” exemplified how cultural traditions and traditional GOTV events were transformed into civic celebrations.
2. Cultural Organizing & Content Production: Ninety-six original pieces of content were crafted to resonate with target audiences. These included visually striking PSAs, recap videos of key events, and social media campaigns, which collectively generated 3.6M impressions and 1.7M digital engagements. Our digital-first approach ensured the campaign reached younger audiences, many of whom engage primarily through social media.
3. Strategic Partnerships: By convening 18 BIPOC-led organizations, we created a coalition of local and national partners to amplify voter turnout efforts. This approach allowed us to bridge silos, creating a unified front while preserving the unique cultural and organizational identity of each community.
4. Overcoming Challenges: Coordinating a multi-state effort demanded careful planning to balance diverse partner needs, avoid event conflicts, and ensure equitable representation. We adapted our strategies to align with breaking news and emerging social narratives, underscoring our ability to remain agile and relevant.

The execution of the campaign demonstrated how blending cultural heritage, sports influence, and digital storytelling could redefine civic engagement.

Results

The "We Decide Our Future" campaign delivered powerful outcomes that extended beyond voter engagement numbers, creating a number of powerful cultural and civic moments:

• Digital and Media Impact: Ninety-six original content pieces drove 3.6M impressions and 1.7M digital engagements, with PSAs reaching over 2.5M viewers. These efforts amplified critical messages, particularly among younger and digitally native audiences.
• Media Visibility: The campaign garnered 36 press mentions, with coverage in major outlets like USA Today and NBA.com. Stories highlighted the innovative ways athletes and communities came together to ensure equitable participation in the democratic process.
• Athlete and Artist Leadership: The participation of 32 athletes and artists, including basketball stars and well-known artists, elevated the campaign’s credibility and reach, helping transform civic engagement into culturally resonant moments.
• Cultural Events: Signature events such as the “Skate for Democracy” and “Cabalgata Horse Ride to the Polls” celebrated diverse cultural traditions and outlets, drawing hundreds of attendees while fostering community pride and participation.
• Collaborative Impact: Partnering with 18 BIPOC-led organizations showcased the power of unity, driving shared learning and collective action.

Beyond numbers, the campaign redefined civic participation as an act of cultural expression, leaving communities inspired and equipped to continue advocating for their rights. This lasting impact is the campaign's most profound success.

Media