LOS ANGELES: Rock the Vote (RTV) has nominated Porter Novelli to a pro-bono action group charged with amplifying the nonprofit's appeals for civic engagement during the run up to the 2002 Congressional election.The agency joined TBWA/Chiat/Day, Squeak Pictures, and DNA Studios as members of RTV's new communications team. In the past, the organization has received PR counsel from both Hill & Knowlton and Fenton Communications.
"Rock the Vote has had tremendous success with its partnerships with MTV and other media outlets,
said Sarah Evans, an account manager in PN's youth marketing practice. "Now they really want to move the needle on grassroots-level voter turn-out."
With that goal in mind, RTV - which counts new public service announcements and a 7-Up-sponsored bus tour as part of its current tactics - will target 18- to 24-year-olds in yet-to-be-determined test sites.
"Ads and PSAs are great, but they are not the substance,
said RTV VP Julia Cohen. "The substance is actual young people on the ground in their community, and Rock the Vote is getting smarter about that."
"We are going to be a lot more aggressive, a lot more targeted, and a lot more professional as far as looking at all of the lessons you can learn from the private sector in terms of selling various products," added RTV deputy director Jehmu Greene.
"This generation is obviously an important consumer base. Unfortunately, politicians have not recognized that the way corporations have."