Rock the Vote: Why You Need to Vote

Rock the Vote is uniquely focused on mobilizing young people to participate in our democracy, to improve access and protection for new and low propensity voters, and to advocate for a voting system that works for Millennial and future generations.  Millennials represent America’s largest and most diverse generation in history, so ensuring they are engaged, registered, and empowered to vote should be a top priority for anyone committed to the health of our democracy.  Rock the Vote’s website serves as a one-stop shop for everything potential voters need to know about voting state by state. And even after young people get registered through our platform, Rock the Vote works to keep folks engaged through Election Day.

2.    You joined Rock the Vote in August- how have the last few months been?

The last few months have been exciting. In the lead up to what could be the most consequential election in modern history, we’ve been engaged voters in person on their campuses and in their communities, online with a mixture of fun and poignant content, and through social media with up to the minute advocacy and issue analysis both for, and on behalf of young voters.  

3.   Was it what you were expecting, why or why not?

Sure — and more. It’s inspiring to see how passionately Millennials are approaching the issues this election.  Young voters get a bad rap as disengaged or apathetic, but that’s not what I’ve seen. I’m seeing young people standing up for the issues they care about in their communities and preparing to flex their muscle in the Presidential election. 

4.   What sort of public engagement have you seen?

One of the most exciting partnerships we have is with Vevo, with whom we’re working to engage and elevate the voices of artists like Vic Mensa, T.I. and Kesha, who themselves are really passionate about issues like criminal justice and LGBTQ equality. They’re able to use their platforms to mobilize fans and encourage political involvement that will drive Millennials to vote and make our generation’s voice heard this year.

5.   How is this different from your previous position? Before joining Rock the Vote, Jesse was the Associate Director of Public Engagement in the White House.

I get to wear sneakers and jeans most days, which is nice, but I still get to work closely with artists, activists and influencers to engage the American people on the most important issues of our time. Policing and criminal justice reform, addressing income inequality and generational poverty, jobs, access to education… these are the issues that drive young voters, and that I consider to be my life’s work. 

6.   Why do you think Rock the Vote can truly make a difference?

I like our dual status as both the largest nonpartisan nonprofit focused specifically on young voters – and as an innovator in the voter mobilization space. Rock the Vote is uniquely positioned to create compelling content that speaks to the issues of young people, to foster new technology to make registering, voting and organizing amongst young folks as easy as possible. And unlike most organizations or political campaigns — Rock the Vote is also committed, not just to emphasizing the importance of presidential elections like this one, but to engaging young people in state and local elections, judicial elections and ballot initiatives, too. It’s our responsibility to show young people where the power truly lies in our communities when it comes to issues like criminal justice reform, college affordability and guaranteeing good jobs and a living wage. 

7.   What is one of your favorite Rock the Vote initiatives? 

I like Vevo’s “Why I Vote” series.  It’s raw, authentic, and exactly the type of conversation starter voters need to begin addressing challenges in their communities.  Also our “Power Up” campaign in partnership with APIA vote is a unique effort aimed at engaging young Asian and Pacific Islander American voters, a voting group with immense diversity and reach.  

8.   Why do you think so many people want to get involved with this?

Millennials are the ultimate issue voters.  We’re a generation that demands authenticity and bold leadership from candidates and parties. Whether it’s criminal justice reform, access to quality – affordable education, peace and diplomacy, climate, LGBTQ and gender equality, policing, or our right to healthcare – young people are passionate about the issues that impact our lives and shape our world. And we know that choosing our leaders and imposing our will on the issues means making our voices heard at the ballot box and speaking truth to power. That’s how we will create the just and inclusive future we all deserve.

9.   Have you seen success from these campaigns?

Absolutely. Working with our partners, Rock the Vote has registered over 1.5 million voters this year. We’ve seen an outpouring of engagement and excitement among young people, especially in the final weeks of this election year.

10.  What is the end goal of this year’s campaigns? Is there a number you are hoping to hit?

Reaching 1.5 million voters registered was a major and exciting accomplishment for us. And between now and Election Day, we’ll continue working to engage and educate young people — about registration, early voting, the stakes of this election up and down the ballot — and everything they need to make their way to the polls.

11.   Are you close to achieving it?

We aren’t done until Millennials are at full participation – but we are breaking our own engagement and registration records and building our list of partners every day.  

12.   What would you say to voters who don’t like either candidate and think its pointless to vote?

I would remind those voters that the presidential race isn’t the only one on the ballot. We have an opportunity to decide key ballot issues in a number of states — like raising the minimum wage, changing marijuana’s legals status, enacting commonsense gun violence prevention measures — and electing the next generation of mayors, city councilmembers, law enforcement officials and state representatives. The change we seek is actually a lot closer to home than the presidential race, and in important years like this, there’s too much at stake to sit this one out.  That said – as anyone who has ever served in the White House can attest – who is in the Oval Office matters a great deal, and ensuring we elect someone we feel shares the majority of our ideals must remain our top priority.  

13.   How important is diversity in these campaigns and which campaigns specifically target a diverse audience?

Diversity is incredibly important. Not only is the Millennial generation the most diverse in our nation’s history, but we’re facing a particularly important time in our country with regard to race relations and justice.  Millennials are tuned in to the modern fight for equality, civil rights, and criminal justice reform, and we are marching in the streets, taking to social media, and voting our way to a future which will reflect our world views. That’s why we’ve teamed up with groups like Voto Latino and APIA Vote to help empower minority communities and culture groups while supporting content and events focused on social justice, equity and civil rights that are important to celebrating and affirming that diversity. And we work with brands and influencers who not only speak to that diversity, but who reflect it.

14.  How do you think the elections affect diversity in the marketing space?

Brands and marketers recognize that, especially when reaching out to young people, their campaigns have to reflect our diversity and our values. Elections are no different, and in a sense political campaigns and nonprofits really have an opportunity to help lead by example and drive that inclusivity and celebration of diversity in the marketing space.

15. What are some of the 50+ media partners that Rock the Vote has partnered with for #OurVoteCounts?

Allure, Cosmo, HuffPost Women, Brit + Co, Essence, Fortune, Glamour, Latina, Parents Magazine, POPSUGAR, Prevention, SELF, The Knot, TheSkimm, Vogue, Women’s Health, xoJane, Brides, Bustle, InStyle, Refinery29, Teen Vogue, Nylon, Elite Daily, among others!