How might we create GOTV communication materials that are relevant to Asian Americans and Pacific Islanders?
Asian Americans and Pacific Islanders (AAPIs) are the fastest-growing racial group in the United States. While the AAPI community is growing at a rapid rate, the community is under-engaged in our democracy. In 2014, 50% of eligible AAPI voters were not registered to vote. Out of the 50% of eligible and registered AAPI voters, only 50% voted in 2014, leaving 90,000 AAPIs who had the opportunity to vote but did not.
In order to promote voting, the Asian Counseling and Referral Service's civic engagement team is tasked with creating communication materials for the 2016 general election.
Based on a 2015 post-election survey and my community outreach observation, I developed the following three strategies for the design.
- Be culturally-competent - highlighting community and family values, and showing familiar faces; using different languages (English, Chinese, Vietnamese, and Korean)
- Focus on newspapers - reading newspapers is a very common way for AAPIs to get information
- Think of the whole visual experience - using the white space to make my design pop out on a cramped ad page!