AARP launched a get out to vote initiative to encourage voter turn out among age 50+ voters for the 2018 mid-term elections to galvanize a conversation around the hashtag #BeTheDifference..

We launched a comprehensive social media campaign to encourage national participation and support specific elections in 5 states: Missouri, Pennsylvania, North Carolina, Michigan, Tennessee. 

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Based on our 5 year experience working on the AARP Black Community social media, we knew that celebrity/stakeholder videos and historical content showcasing Black history would resonate 

with the audience, especially around such an important and relevant topic of voting.  We conducted historical research to source content and posted daily on Facebook and Twitter from September 1 through November 15.

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We achieved 5.3% engagement, significantly outpacing the Facebook engagement average of 0.17%.