Nevadans for Secure Elections: Bad Photos Ballot Measure: Automatic Voter Registration

Campaign Spot

The DMV: good for voter registration, bad for photos

If there is one thing the DMV is known for, it’s bad driver’s license photos. But automatic voter registration in Nevada is still a great idea!

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Yes on 5: Nevadans for Secure Elections, aimed to establish a seamless process where resident information submitted at the Department of Motor Vehicles would automatically be sent to the Secretary of State for automatic voter registration (AVR). Fourteen other states in the US have AVR, but all of them were passed in state legislatures. Nevada airwaves were dominated by a top-tier senate race as well as at least 5 competitive ballot measures, two of which spent north of $20 million. The Yes on 5 campaign spent around $7M on paid communications, including about $1M on paid digital persuasion, including a significant investment in research to allow the digital team to really home in on our targets. That helped us come up with the concept for “Bad Photos,” which targeted several key voting groups: undereducated women 45+, young women, Hispanic women, and women in Reno.

If there is one thing the DMV is known for, and that many women relate to, it’s bad driver’s license photos. Our spot, “Bad Photos,” featured women from a variety of different ages, races, ethnicities, languages, and locations, and connected their authentic, humorous experiences with DMV photos, bookended by the top- testing ballot- measure messages in between. The result is a spot that is memorable and utterly relatable, thanks to our amazing on-camera volunteers.