One of the most pressing issues during the 2012 elections was the expansion of Voter ID laws and the impact of these laws on minority and senior communities. Working with The Leadership Conference, Fission helped to promote the Every Voter Counts video on YouTube and relevant resources that would educate people in key states on their voting rights.

Dozens of states had enacted new voting laws that threatened the ability of those without IDs — including students, people of color, low-income individuals, people with disabilities, and seniors — to vote in the 2012 election. The Every Voter Counts campaign was targeted to reach key audiences, empower people to know their rights and emphasize the importance of voting.

During the campaign, traffic to the Leadership Conference website increased by almost 70%. Most significant of all was an increase of over 400% in mobile traffic to the Leadership Conference’s website, with 10,600 plus mobile visits for the month of October 2012. This demonstrated a diversified and younger audience. With a primary focus in the battleground states of Ohio, Wisconsin and Colorado, in October 2012 Fission and the Leadership Conference reached over 220,000 people on Facebook, and posts featuring resources from @civilrightsorg were seen by over 420,000 people on Twitter. Because of our work, we saw an increased awareness from both bloggers and regular citizens about the impact of voter ID laws and the need to get out the vote. Watch the video here.