Political campaign website redesign
22x20 Campaign

Youth Voting Cause Marketing Campaign

New York, New York

The Challenge

Powerful motivation needing direction and style

The 22×20 campaign’s goal is to inform and lead 22 million voting-age teenagers to the polls in upcoming 2020 U.S. elections. By partnering with community leaders, educators, students, and corporate sponsors, this talented team of changemakers aims to stimulate curiosity and disavow misunderstanding among young people about the political process—particularly the importance of each voice.

The 22×20 campaign website had been hurriedly launched in preparation for State of the Union events in January 2018. Unfortunately, the website’s content lacked strong calls to action, navigational and anchor elements were buried or missing, and worst of all, the brand identity wasn’t reflective of the energetic voices of the people running the campaign.


They thought they needed help with cause marketing—we knew we’d have to do a bit more than that to hit this very timely campaign’s potential.

The Strategy

Campaign audit, content strategy, website overhaul, and email automation

We devised a content strategy by which to revamp elements of the website so they would better accentuate the attributes of the brand and staff, encourage click-through and action from visitors, and build ongoing community around the campaign.

We compiled everything they gave us to build a better website that could then be more useful in long-term cause marketing efforts. Since sponsorship was a huge goal, we aimed first at legitimizing the brand by way of the website.

  • We reworked the existing pages to better structure them, replacing long-form intellectual-style copy and dull images with emotive headlines, brightly colored icons and links, high-contrast / retouched photos from campaign events (rather than stock art), and interactive elements like forms and videos.
  • The site did not have any SEO in place; we added descriptive page titles, meta tags, ALT tags, and submitted sitemaps to major search engines.
  • We implemented Google Tag Manager to provide Events-based tracking, and tied Google Analytics in to their donation software campaigns.
  • We’ve added an interactive map to highlight student activism within the campaign nationwide.
  • We created clearer navigation in the header, main menu, and footer.
  • We added a Privacy Policy and contribution information to Donate and Partner pages, as well as an About page to describe the co-founding organizations behind the campaign.
The Relationship

Boosting the brand by adding visual consistency

  • Content strategy, including fine-tuning website content and SEO efforts, organizing a blog posting schedule and promotion, and adding additional content, including new pages geared toward students, press / media, and others.
  • Mailchimp email marketing strategy, including implementing email automation, calendaring updates, promoting latest blog posts, and template design.
  • Social media strategy, including Canva graphics templates (avatars, quotes, etc.), posting schedule, and messaging.
  • Consulting on PR strategy, developing print pieces, and any other collateral or strategic needs that should arise.

This project was absorbed into a Tufts youth civic engagement project, and the website has been redirected.

This is really REALLY exciting. Thank you for all these facelifts. I feel 30 years younger. This map is through the roof awesome! I showed it to a CNN journalist yesterday,and he was gobsmacked.

D.C. Vito, Co-Leader 22x20 Campaign: New York, NY

You are so incredibly appreciated. Thank you for helping us focus. I don’t know what we would have done without you – for real.

Abby Kiesa, CIRCLE's Deputy Director, Tufts University 22x20 Campaign: New York, NY