Is Bigfoot a Registered Voter?
Ad graphic courtesy of Dallas County Elections
As a public relations pro, I’m always on the lookout for client inspiration in the form of clever campaigns that break through the noise and capture my attention. So, I was surprised when inspiration struck from an unlikely source. “Believe it or not,” a political ad this election season made me stop the endless scrolling and instead made me want to read the ad, and subsequently the messaging. The Dallas County Election Department’s latest campaign captured my attention and masterfully communicated concise messaging that illustrated how quick and easy it is to vote. All it took was a dash of creativity from an unlikely political spokesperson – Bigfoot.
Their "Believe It or Not" hits all the right messages, noting that what’s unbelievable isn't the legendary creature – it's that the average voting time in Dallas County is less than five minutes. This clever icon captures attention quickly and directly addresses one of the most common barriers to voter participation – the perception that voting is time-consuming.
In the world of PR and marketing communications, an effective campaign needs to not only engage the stakeholder, but it needs to spur a behavioral change or call to action. This campaign does just that, and it used humor and some pop culture to break through a sea of serious yet endless political messaging this time of year. The unexpected visual immediately captured my attention in crowded social media feeds and reminded me I need to go vote.
The unexpected visual paired with memorable messaging and a clever tagline creates a perfect bridge between the mythical creature and the surprisingly quick voting time, making the core message more likely to stick.
For communications professionals, this campaign serves as a reminder that sometimes the most effective way to deliver an important message isn't through gravity and statistics, but through unexpected creativity that connects with people on a human level. To the Dallas County Elections Department’s marketing/comms team, you’ve left some “Big Footprints” to follow for other Election Day marketers. To keep the fun going next year, my “vote” is to create a whole squad of “Believe it or Not” voting spokespersons like the Loch Ness Monster or a chupacabra.
As we approach Election Day, the campaign reminds us that exercising our democratic right doesn't require a “legendary” time commitment. Whether you’re in Dallas County or anywhere else in the U.S. what’s important is that you take time (remember, five minutes or less!) and go vote. Plus, you might just have a Big Foot sighting…I’ll report back if I see him at the polls! #GoVote #BigFootDoesEarlyVoting #DalaDoesVoting
- Leah Williams, Dala team and Bigfoot fan by association