Stand tall or not at all...Fair Fight wins it all

Election Day has come and gone. Ballots have been counted and recounted, races have been called, and voters across the nation have been given a new hope. This election has highlighted voter rights and a fight that many registered voters didn’t know was still being fought. With all eyes on battleground states, like Georgia, Americans would learn about a visionary who fought to make sure every vote counted and every voice was heard: Stacey Abrams.

By now, many are well aware of the fight Abrams waged against racially motivated voter suppression that silenced more than 50,000 African American voters in 2018, resulting in her losing the race for governor. From that point on, she made it her mission to inform and register voters in key battleground states. She launched the Fair Fight initiative to organize voters and educate them about their voter rights and protections. As a result of her campaign, Georgia turned blue for the first time in 30 years, she forced two Senate runoff races, and the voices of thousands of disenfranchised voters were truly heard.

Abrams and her marketing team understood the importance of educating unregistered and suppressed voters on their right to be heard. To bring awareness to the campaign, they reached out to Creative Juice to build a website that would bring awareness to the Fair Fight platform, provide thorough and accurate information about election reform, and give users the knowledge they need to register to vote. We were honored to take on a project that was (and still is) so important for voter rights.

“The best antidote to misinformation is good information.” 

- Stacey Abrams, Fair Fight Press Conference 

A key factor in ensuring Fair Fight’s success was making sure that good and correct information was made easily accessible for the masses. Not only that, but building a user friendly website that prompted people to take action was another essential aspect to the campaign’s forward movement. Our designers and content writers understood that this was a two pronged approach:

1. Architect and create a visually stunning site that draws people in
2. Write engaging content that will help the audience relate to the campaign’s message

Collaborating with the marketing team on messaging and desired outcome, the Creative Juice team developed a comprehensive content strategy that was aimed at effectively spreading information. 

And boy, did it spread information! With the help of an effectively designed and curated website, the Fair Fight initiative received national coverage, serving as the cornerstone of this historic campaign. The website provided all of the information interested voters sought to learn more about, from educating people about the litigation loopholes that lead to voter suppression across the country to showing them how they can make a difference in the political process.

11 days before the election, 45 million Americans had already voted early - nearly seven times more than in 2016.

The key to the website’s success lies in the easy to navigate design and bite-size yet powerful written content, making it simple for visitors to consume information and take action. Accompanied by a Twitter campaign that now has 159,000 followers, website visitors were given access to podcasts, press releases, historical information, and up-to-date election news. It also provided ample opportunity to donate and join the cause. Combined with Abrams’ passion to ensure that every voter’s voice is heard, the campaign received a whopping $32 million in donations by October 2020, which Abrams then used to help the Democratic party increase voter registration and lobby for registration that would expand voter rights and protections.

Reports from major media outlets showed that 11 days before the November 3 election, over 45 million Americans had already voted early - nearly seven times more than the six million who’d voted in 2016 at that time. As we’ve now seen, that number has reached a historic high, with over 100 million early votes reported as of November 6 (according to the US Elections Project) and a record turnout of over 160 million total - that’s 66.9% of all eligible voters - in the highest participation since 1900.

Our goal for the Fair Fight website was to not only increase campaign awareness, but prompt users to take action. Considering the results of the election and the public’s knowledge of Abrams’ unwavering tenacity in her fight for voter rights, it's safe to say that this was a success.

The success of the Fair Fight website highlights the need for all organizations, large or small, to have a fully functional website designed to present information in a way easy for consumers to digest. Keeping your audience engaged is becoming tougher and tougher, and with so much digital stimulation, it’s more important than ever to develop a content strategy and map out your site’s architecture before diving into the creative stages. When you’re thinking about a website for your business or organization, you’ll want to ask yourself these questions:

1. What is the overall purpose of my website?
2. Who is my target audience?
3. What do I want my visitors to accomplish on my website?

These are a few essential questions that will help you ensure that you are getting the most out of your site. The team at Creative Juice understands this importance and will work with you and your team to develop a content strategy and create your site’s information architecture. Our goal is to help you provide a great user experience for your brand.

So if the election is over and the results are in, does that mean the site and the Fair Fight campaign are no longer relevant? Absolutely not. Make no mistake - all eyes will still be on Georgia as the state prepares for two Senate runoff races in January 2021. All of us here at Creative Juice are proud to help the spread of good information and support the Fair Fight initiative. We are honored to continue supporting Stacey Abrams’ vision for voter rights. Together, we’re rewriting the American Story, one vote at a time.