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Voters Rising up PROJECT SUMMARY a Narrative Project for Civic Engagement Tanya P

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Voters Rising up PROJECT SUMMARY a Narrative Project for Civic Engagement Tanya P Voters Rising Up PROJECT SUMMARY A Narrative Project for Civic Engagement Tanya P. Díaz, Miriam Magaña Lopez, and Joshua Clark BELONGING.BERKELEY.EDU APRIL 2021 APRIL This report is published by the Othering & Belonging Institute at UC Berkeley. The Othering & Belonging Institute brings together researchers, community stakeholders, and policy-makers to identify and challenge the barriers to an inclusive, just, and sustainable society in order to create transformative change. Authors Layout, Design & Graphics Acknowledgments Tanya P. Díaz Erfan Moradi Thank you to all of the Rise Miriam Magaña Lopez Up Hub participants and their Joshua Clark Image credits networks throughout the country Illustrations used in “Campaigns Project Teams who dedicated time, expertise, by the Numbers” and Othering & Belonging Institute insight, and organizing efforts to thereafter by Tyler DeHauge, Emnet Almedom the success of these campaigns Simon Stratford, Creative Research Analyst and record breaking election Stall, Vectorstall, Fauzuan Olivia E. Araiza turnouts. Adiima, mardjoe, Phonlaphat Program Director Thongsriphong, Designify.me, We also thank our funders who Joshua Clark and Fahmihorizon have made the work outlined Political Participation Analyst in this report possible: The Tanya P. Díaz Images in cover art courtesy of Schwab Charitable Fund made Special Projects Coordinator Phil Roeder and the Black Voters possible by the generosity of Sara Grossman Matter Fund the Present Progressive Fund, Campaigns Coordinator Ford Foundation, Open Society Ayketa Iverson Recommended Citation Foundations, Marguerite Casey CE Program Coordinator Díaz, Tanya P., Miriam Magaña Foundation, The California Gerald Lenoir Lopez, Josh Clark. “Voters Rise Endowment, Blue Shield of Identity and Politics Up: A Narrative Project for California Foundation, W.K. Strategy Analyst Civic Engagement.” Othering & Kellogg Foundation, and SEIU. Miriam Magaña Lopez Belonging Institute, University of Research and Policy Analyst California, Berkeley: Berkeley, CA. john a. powell April 2021. Othering & Belonging Institute Director Contact Othering & Belonging Institute at BerlinRosen UC Berkeley Amy Chen 460 Stephens Hall Robbie Dornbush Berkeley, CA 94720-2330 Carly Neubauer Tel. 510-642-3326 Quincey Smith belonging.berkeley.edu Aaron Walker Published April 2021. Render Tech Dr. Robert “Biko” Baker Robert Williams Introduction BUILDING ON THE SUCCESS OF its Civic Engage- For the 2020 general election, the Narrative Hub ment Narrative Change project, in 2020, the Oth- developed research-based digital content, digital ering & Belonging Institute (OBI) dramatically ex- and traditional ad campaigns, and creative offline panded its work to support the civic participation of campaigns to support organizing efforts in Nevada, underrepresented groups. At the center of this work Arizona, Wisconsin, Michigan, Georgia, North Car- was the newly founded Rise Up for Justice Narrative olina, Illinois, and California. All told, the Rise Up for Hub. The Narrative Hub was led by researchers and Justice Hub reached millions of voters across the strategists at the Institute, together with creatives country through its digital campaigns, and hundreds and digital communication specialists, to engage of thousands more in offline campaigns. some of the leading Black- and Latinx-led pow- When partner organizations turned to Georgia’s er-building organizations around the country. special Senate runoff elections in January 2021, the This report details the innovative model and deliv- Hub pivoted with them, developing partner-driven erables of the Rise Up for Justice Narrative Hub’s messaging, creative digital content, and a paid ad get-out-the-vote (GOTV) campaigns for the 2020 campaign to support GOTV efforts reaching over general (presidential) elections and the January 64,000 voters. 2021 Georgia Senate runoff elections. Voters Rising Up 1 A core group of partners activated to convene Context regularly, advise strategy, and approve content and specific messaging based on their organizing efforts The 2020 elections came on the heels of a histor- on the ground. These collaborators included: ically high-turnout midterm in 2018, and the Nar- rative Hub sought to support the many grassroots • Black Voters Matter Fund and movement-based organizations building on that • Coalición de Derechos Humanos momentum. At the same time, the COVID-19 pan- • Elect Justice demic posed steep challenges for reaching histori- cally underrepresented communities like Black and • Make the Road Nevada Latinx voters, and young and first-time voters. Not • Metropolitan Organizing Strategy Enabling only had the pandemic hit these communities par- Strength (MOSES) ticularly hard, but the risk of transmission also limited • One Fair Wage civic organizations’ ability to use the best approach • Racial Equity Collaborative to activating inconsistent voters from these commu- • Revolve Impact nities: in person, multi-touch relational organizing. • Service Employees International Union (SEIU) Simultaneously, the pandemic also altered options • We The People Michigan for how people could vote, necessitating an added layer of voter education. Most notable was a sudden • Workers Center for Racial Justice increase in the availability of, and need for, mail ballot Many members of the Institute’s wider, multi-sec- voting options. In most states, mail ballots had been toral partner networks also contributed to strategy used by only a small minority of voters prior to 2020, and content development and dissemination. These and their expansion came with dizzying rounds of included our national- and state-level Civic Engage- policy debate and rule changes. ment Narrative Change partners and the What’s These considerations were the backdrop against Next Network. which the Othering & Belonging Institute and its civic The Narrative Hub was announced through individual partners made the strategic decision to form the Rise outreach and eNewsletter communication to over Up for Justice Narrative Hub, with a focus on meeting 450 organizers across the country. Regular eNews- the digital-organizing demands of the moment. letters were sent over the next four months as the Hub developed and distributed content. The Narrative Hub Model Drawing on OBI’s strategy brief “From Estrangement “A critical function of a healthy democ- to Engagement: Bridging to the Ballot Box,” this racy is an engaged populace who votes. innovative venture encompassed a space for align- Yet the safe access to vote has long ing over fifteen key civic and power-building organ- been a struggle for Black Americans izations working across the country and in critical and other people of color. In 2020, with states. OBI’s team, collaborating partners, and a creative content-production firm met weekly to de- the added concerns of COVID-19, the velop research-based GOTV narrative strategies and slowdown of the US Postal Service, and tactics. The Hub was built into a forum for generating continued police violence against Black multimedia assets and tools built around resonant lives, there is even more risk of people messages and imagery, with a platform for extended dropping out.” networks to access and use these products in their campaigns. RISE UP FOR JUSTICE CALL TO ACTION 2 belonging.berkeley.edu to the polls in the context of a pandemic. Cognizant Strategy of the fact that ballot counting would take several The Narrative Hub brought together organizers in days or more, the Hub also created post-election key states to co-develop multiple digital and tradi- content to normalize the wait for every last vote to tional campaigns for both paid and organic reach. be counted. Most importantly, throughout the whole Campaigns were based on OBI research and local campaign, the Hub utilized individual and community knowledge from organizers working in key states and narratives meant to persuade individuals that voting nationally. The Narrative Hub developed strategic is an important civic action to ensure representation messaging for explainer PSA videos, social media for themselves and their community. content, radio spots, and recorded scripts for PSA Once the 2021 Georgia runoff elections were an- robo-calls in order to amplify GOTV campaigns. Addi- nounced, the Narrative Hub engaged with partner tionally, a rapid response strategy was developed to organizations in Georgia to support efforts in specific produce counter-messages and social media graph- counties. These focused on medium-size population ics to respond to divisive or demobilizing messages centers outside the Atlanta metropolitan area, as in the news cycle, as well as content highlighting well as places impacted by new voter-access restric- positive civic and social movement events. tions. Issue-based narratives were tested through OBI and the Hub worked with the creative firm an ad campaign that found that content on (1) racial BerlinRosen to shape and build a full-scale bilingual justice, (2) COVID-19 relief, and (3) healthcare digital creative and advertising program. BerlinRosen access elicited the strongest engagement, surpass- developed the majority of the digital content with re- ing expected performance benchmarks. Additional search from OBI and through ongoing dialogue with graphics were created to match other key issues, the Institute team and Hub partners. The Hub also including unemployment benefit expansion and why worked with Wisconsin-based creative firm Render the Senate runoff elections mattered. Tech, led by activist
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