New digital ad campaign targets young voter registration

SOUTH BEND, Ind. -- We're less than 30 days away from November's general election and it's the last day to register to vote in the state of Indiana. 

A new digital ad campaign is targeting young Hoosiers in an effort to boost voter registration and education ahead of the 2024 general election.  

The Indiana Citizen, a non-partisan organization, has launched a digital ad in the state, targeting the 18 to 29 demographics, many of whom will be casting their ballots for the first time. 

"Unfortunately, there is a sense of 'what does it matter? my vote doesn't count.' So, we have to address that in an eye-catching way. We have to catch a young person's attention quickly. And that's why the firm came up with some eye-catching messages," President of Indiana Citizen Education Foundation Bill Moreau said. 

The campaign is rolling out in two phases. Phase one focuses on voter registration, with the Oct. 7 deadline today.  

Once they’re registered, phase two kicks in, offering voter education through Indiana Citizen's virtual ballot tool. This online resource gives voters a personalized look at candidates and issues they’ll see on their ballot, helping them make informed decisions. 

Moreau says campaigns like these are essential to ensure the next generation of voters are informed and ready to make a difference.

"There's a lot of research around the idea about voting that becomes part of who you are. Once you build the muscle memory, if you will, of becoming informed, going to vote, it becomes a matter of pride to you. Once you have that first experience, which is what this campaign is about, it's not as daunting or challenging as I thought it might be," Moreau said.