Democracy is in Your Hands Campaign
Ben & Jerry’s, known for its progressive values and fun as much as their chunk and swirl laden ice cream, is back at it again. The company, which has never shied away from controversy, is tackling a not so new challenge: the nation’s democracy. The company chose North Carolina to launch its newest flavor and “Democracy Is In Your Hands’ campaign because it is at the epicenter of the fight for voting rights in the United States.
My Role Multicultural Content Strategy, Art Direction, Photography, Project Management
Produced visual content for non-partisan voting events for press, print, digital, TV, web, & social media.
Boosted voter registration in North Carolina arranging community organizing, phone banking and canvassing.
Aided in NC Board of Elections meetings to strategize & distribute voter information.
The Democracy is in Your Hands Campaign was built to bridge two historically different but connected issues: the movement to expand voter access and voting rights and the movement to get big money out of politics. In collaboration with Democracy NC and Fairware, the goal was to help locals across the state of North Carolina register to vote for upcoming elections.
Pinback buttons were made from recycled materials and PVC-free stickers to hand out at events to help spread the brand's message. Powerful statements, such as “Democracy is in Your Hands” and “Voting is a Right, Not a Privilege” to convey their commitment to get out the vote and fight for voting rights and racial and social justice.
I scream, you scream, we all scream… for voting rights.
We also partnered with the North Carolina NAACP, NCPIRG, YouCanVote, and Common Cause NC. The campaign resulted in a success, registering 3,383 voters with an additional 13,694 people who pledged to vote. And we served 40,000+ scoops of ice cream!