Clever creative helped R&R position Arizona’s Citizens Clean Elections Commission as a nonpartisan, unbiased, official government agency that publishes neutral political information.
Voters have enough to think about when deciding among candidates and ballot questions. The process shouldn’t make the task more daunting. In Arizona, the Citizens Clean Election Commission has tools and resources available for voters to help them prepare for elections.
The question: How do we bring more awareness to the Commission?
R&R Partners’ research uncovered that Arizona voters are completely overwhelmed by the process of finding trustworthy research they can use to formulate opinions about candidates. Bias, hidden agendas and negativity were all cited as common hurdles.
The solution was to position Clean Elections as a nonpartisan, unbiased, official government agency that publishes neutral information about political processes and procedures, providing every voter with statements directly from the candidates.
Creatively, we depicted several alternatives to using information from Clean Elections – we see voters resort to flipping a coin and using fortune-telling devices like a paper finger fortune and a Magic 8 Ball. Producing creative that is the complete opposite of the types of political ads that would typically be in market – entertaining, voter-centric, humorous, simple to understand, quiet, honest and free of bias – drove the point home with voters.
