100 Million Project

Visual identity and interactive website that tells the untold story of American non-voters.

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The Knight Foundation and Show of Force invited us to build a website that would showcase the diversity of nonvoters and the various reasons offered for not voting.

The 100 Million Campaign poses the critical question of why 100 million Americans decide not to vote. This study surveyed 12,000 chronic non-voters nationally and in 10 swing states, soliciting their views, attitudes and behaviors on a wide range of topics.

This research was created as a digital campaign to illuminate the challenges that need to be addressed if disengaged voters are to be enticed to the polls. It aims to inform and educate voters, provide a rich background and additional findings from the research efforts through the form of short video content, social media posts, and engagement through the website.