Campaign
A digital campaign to educate and influence undecided voters.
Amid our generation's first highly polarized presidential election, a group of friends launched a grassroots campaign aimed at undecided voters. By leveraging our expertise in design and strategic communication, we created a user-friendly digital platform to present unedited electoral proposals, fostering informed decision-making in a critical electoral scenario.
2018
Side Project
strategy
brand
Challenge
The Brazilian election landscape in 2018 was sharply divided, making it nearly impossible to sway committed voters from either side. Recognizing the significant number of undecided voters, our challenge was to cut through the pervasive distrust in traditional media and political dialogue, providing clear and unbiased information.
Solution
Our design-focused approach led us to develop a comprehensive website that showcased direct comparisons of the candidates’ proposals on key issues, all sourced directly from their speeches and official documents. Designed with mobile-first considerations, the site enabled easy sharing and viewing on social media, ensuring that information was accessible and digestible.
Results
The campaign exceeded all expectations, attracting over 328,000 unique visitors in just two weeks and achieving more than 7 million page views. The average user engaged with the site for over three minutes, navigating through 14 pages per session, indicating deep engagement.
The campaign's viral nature was underscored by its widespread appearance on mobile devices and various digital platforms, highlighting its impact and reach across Brazil.
While directly attributing voter behaviour changes to the campaign is challenging, anecdotal evidence suggests a significant influence on public opinion, as users reported seeing content in diverse and unexpected settings.
Team
Core Team: Augusto Barbosa, Bernardo Lemgruber, Carolina Nishino, Lua Amora, Lucas Bacic, Lucas Falcão.
Collaborators: Giovanna Indelicato, Julia Dias, Leandro Oriente, Raquel Cerqueira, Zeh Fernandes.