) created by Mark Bradford, one of the most celebrated contemporary artists in the world, who is known for his distressed, mixed media compositions.While Bradford was in low key discussions to work with Snap for some time, he admits that before this specific collaboration, he actually didn’t know exactly what Snapchat’s lenses were or how they worked. “I’m not one of those people who try to be cooler than I am. If I don’t know something I say it,” he laughs.
What ultimately got him involved wasn’t money. The work was pro bono. Instead, he recognized the profound stakes of this particular election and wanted to take part. “I go in and out of national conversations,” he says. “I think [promoting voting] is very important, and I wanted to do it right now, and I wanted to do it in a medium that young people use. I didn’t want to impose another way onto young people, I wanted to use the tools they use to get to this. Something familiar.
When Snapchatters take a selfie with the filter, they can share the image with friends—and that image will actually link them to a voter registration page in the app. This friend-to-friend sharing, critical to , is a big reason why Snap believes its tool has been so effective. Snap first ran voter registration drives in 2016, with more typical celebrity PSAs. Then it built registration tools into Snapchat in 2018.“You can’t just ask somebody to register to vote one time,” says Snap Public Policy Manager Sofia Gross, who helped spearhead the voting initiative. “You have to really make sure you’re following up and chasing people to have them follow through.
In 2018, Snap registered 425,000 people to vote, and in a follow-up study, Snap confirmed that 57% of those users reported that they actually voted. “We’re not just stopping at voter registration. From a product standpoint, it’s thinking through the entire voting experience,” says Gross.While Snap’s registration figures are up, the company’s success does appear to be part of a larger trend, in which people are registering to vote through the social apps they use every day.
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