Client: RUN AAPI
Project Duration: May 2022 – November 2022
Role: Program Manager
Description:
Give A F*ck About Midterms (GAFM) was a bold digital and mail campaign for the 2022 Midterm election that partnered with emerging nonpolitical Asian American and Pacific Islander (AAPI) content creators to reach new audiences.
This campaign was informed by polls we ran on young AAPI voter beliefs and attitudes making it clear that our community had lost faith – not only in the administration but also in the system. Unlike other get-out-the-vote (GOTV) campaigns, GAFM validated this collective sense of despair and challenged our community to look beyond candidates and parties. Our counter narrative asserts that voting always matters because we all have something we give a f*ck about that can be positively impacted through policy change.
Over the course of the midterm elections season we recruited and collaborated with 8 top AAPI influencers to produce both graphic and video content that incorporated strategic GOTV messaging all while staying true to their voice. This campaign resulted in 18 pieces of content published on Instagram and TikTok with a reach of over half a million people.
Ellie Ayane 