How might we create GOTV communication materials that are relevant to Asian Americans and Pacific Islanders?

  • Challenge

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. 

  • Task

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.

  • Strategies

Based on a 2015 post-election survey and my community outreach observation, I developed the following three strategies for the design.

  1. Be culturally-competent - highlighting community and family values, and showing familiar faces; using different languages (English, Chinese, Vietnamese, and Korean)
  2. Focus on newspapers - reading newspapers is a very common way for AAPIs to get information
  3. Think of the whole visual experience - using the white space to make my design pop out on a cramped ad page!
Printed Chinese ad

Printed Chinese ad