A bipartisan group, ReCenter Indiana, has launched a six-week advertising campaign aimed at encouraging young Hoosiers to participate in the upcoming election. The campaign, which commenced Tuesday and will run through Election Day on November 3, features young adults sharing their voting experiences. While specifically directed at residents aged 18 to 24 in Marion, Hamilton, and Boone counties, the initiative addresses a broader statewide issue of historically low voter turnout among this demographic.
The video advertisements were captured during Indiana primary voting in May, with filming locations in Lawrence, Carmel, and Zionsville. The videos depict young Hoosiers outside their respective polling places, articulating their personal feelings about the voting process and what the experience signifies for them. ReCenter Indiana emphasizes that the videos do not reference specific candidates or political parties. One video features a young woman casting her vote for the first time since moving to Indiana, describing the process as straightforward and the staff as accommodating. She expressed her belief in advocating for her community and what she felt was right, noting the satisfaction derived from having her voice heard through voting.
The advertising campaign is designed to generate more than 1.5 million impressions and is being distributed across various digital platforms, including YouTube, Instagram, and connected TV services like Netflix, HBO, and Peacock. Funding for the campaign was secured through a $50,000 grant provided by the Glick Fund.
Jocelyn Vare, executive director of ReCenter Indiana, highlighted the campaign's focus on genuine voter perspectives. Vare explained that instead of using actors, the videos showcase "authentic, young Hoosier voters" articulating their enthusiasm for voting in their own words. A key element of the campaign’s strategy is a direct invitation: "Hey, can I vote with you?" This peer-to-peer approach is central to ReCenter Indiana's efforts to enhance civic engagement and voter participation among young adults.
Research supports the efficacy of this method. A 2019 study by Turnout Nation indicated that registered voters who received consistent encouragement from someone they knew were 13.2 percentage points more likely to cast a ballot. Over two decades of studies, researchers reported this approach to be more effective than any other in increasing voter turnout. ReCenter Indiana is urging Hoosiers to share the campaign videos with young adults in their lives and then extend the invitation to vote together. The group suggests that such an invitation from a friend, relative, classmate, or co-worker can make the voting experience feel more comfortable, particularly for first-time voters.
ReCenter Indiana has made young adult voters a primary focus due to historical trends in electoral participation. According to the 2024 youth voting report from Tufts CIRCLE, only 39% of young Hoosiers aged 18-24 participated in the 2024 general election. This figure is notably lower than the national young adult turnout rate of 47%. Furthermore, Indiana consistently ranks among the states with the lowest overall voter turnouts for eligible voters of all ages. Through this campaign, ReCenter Indiana aims to address these statistics by making the act of voting more relatable and accessible to a demographic whose participation is crucial for civic engagement.