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Democracy Works and the Ad Council Partner to Conduct Research on Attitudes and Perceptions Around Voting

Research to focus on Generation Z, Millennials, Generation X, and Baby Boomers and will include message testing to inform communications programs designed to increase voter engagement

NEW YORK, NY, July 31, 2019 - Democracy Works and the Ad Council announced a partnership to conduct research on attitudes and perceptions around voting in an effort to increase U.S. voter engagement in 2020 and beyond. The research, which will be conducted over the summer with results announced in an extensive report this September, will include various research methods and message testing among Generation Z, Millennials, Generation X, and Baby Boomers.

The insights will provide evidence-based recommendations on messaging in order to support future voter engagement efforts for the field, including non partisan organizations, public officials such as Secretaries of State, and corporations.

“Democracy only works if the people vote. Marrying our technology-driven approach with the Ad Council's exceptional storytelling will invite millions of voters into elections and materially strengthen our democracy.” – Seth Flaxman, CEO, Democracy Works

The new research will also probe attitudes, perceptions and messages among several voting populations including Hispanic Americans, rural Americans, African American, Asian Americans, and veterans. Additionally, the research will provide insights on the current mindset of Generation Z voters who will be voting in significant percentages in 2020 for the first time and compare their perspectives among Millennials, Generation X, and Baby Boomers. It will also look at the most current insights from the most recent elections, the 2018 midterms.

Following the initial study, the Ad Council will identify the most resonating messaging insights and narratives to test in the fall.

“Engaging Americans to vote and participate in our democracy has been a fundamental priority for the Ad Council since our founding. We embarked on this research project to proactively help the field—nonprofits, brands, governments—on their respective efforts to elevate voting and civic engagement in 2020 and beyond. – Lisa Sherman, President and CEO, The Ad Council.

Democracy Works is a nonpartisan, 501(c)(3) nonprofit organization that improves civic participation by simplifying and modernizing the voting process for voters and election administrators.

The Ad Council is where creativity and causes converge. The non-profit organization brings together the most creative minds in advertising, media, technology and marketing to address many of the nation’s most important causes. Founded in 1942, the Ad Council has created many of the most iconic campaigns in advertising history. Friends Don’t Let Friends Drive Drunk. Smokey Bear. Love Has No Labels. Its innovative social good campaigns raise awareness, inspire action and save lives. To learn more, visit, follow the Ad Council’s communities on Facebook,Instagram and Twitter, and view the creative on YouTube.