merit
Facing rampant voter distrust, Washington’s Secretary of State tapped Happylucky to help restore faith in the state’s vote-by-mail system.
We created Mark the Ballot — a playful, approachable character in an integrated campaign that was designed to cut through the noise and deliver election security education in a way that actually stuck with voters.
We focused on communities where misinformation and skepticism had taken the strongest hold – rural areas and historically underserved communities. By tapping into trusted local media and real community touchpoints, we ensured the message reached voters in ways that felt relevant and reliable. The campaign rolled out across print, OOH, radio, digital, social, and key partnerships.
Most voting campaigns focus on turnout. This one had to do something bigger – restore belief in democracy itself.
The challenge was rising voter distrust, fueled by misinformation, conflicting media reports, skepticism, and a system that felt distant. The goal was to break through with messaging that didn’t just deliver information, but actually connected.
Research revealed that voters trust at a local level, and people are less likely to trust when they’re feeling angry. So, we got local and we got playful. By shifting to an entertaining, community-driven approach, we helped voters see the vote-by-mail systems as secure, dependable, and a point of pride.
Approach
We introduced Mark the Ballot, a warm, animated guide who made election security feel simple, familiar, and even a little fun. Instead of just pushing out facts, we leaned into community pride, real voter concerns, and engaging character-driven storytelling.
We didn’t just inform, we reassured. And it worked.
The campaign exceeded expectations, delivering 58 million impressions across all platforms — 43% above our target.
A survey conducted after the election period measured the efficacy of this campaign. Of 1700 participants, those with the highest levels of exposure to the campaign reported:
36% more confidence in Washington’s government to do what’s best and fair
12% more trust in election officials
Ability to identify 15% more security actions taken by Washington
Trust starts with community. That’s why this campaign embedded itself into local culture — colleges, rodeos, sports teams, and key community spaces. OOH and print placements also featured hyper-local references to landmarks and regional points of pride.
For anyone who doesn't live in the US, it’s important to note that in recent years, misinformation and conspiracy theories like “Stop the Steal” have fueled distrust in the U.S. election system, particularly around vote-by-mail. Washington, one of the country’s longest-running vote-by-mail states, faced rising skepticism despite its secure and proven system.
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AdAge Small Agency Awards - Integrated Campaign
