Boost Mobile ‘Boost Your Voice’ Case Study
In under-served communities where access to voting is otherwise unequal and limited by hours-long lines, Boost Mobile stores became more than a place for low-income minorities to get prepaid phones when the stores were used as election-day polling places.
[The voices of some Americans are being silenced.]
Would-be Voters: “Let us vote! Let us vote! Let us vote!”
Ed Schultz, RT: “There are complaints about the fewer number of polling places.”
House Elections Committee testimony: “The racially and economically-oriented placement of polling sites is disgraceful.”
Voter: “I spent 9 hours in a gym packed full of hundreds and hundreds of people.”
The Nation: “868 fewer places to vote in 2016.”
President Obama: “We’re the only advanced democracy in the world that systematically puts up barriers and makes it as hard as possible for our citizens to vote.”
[Low-income and minority voters face longer lines and have fewer places to vote. Boost Mobile stores are located in these communities. So we did the unprecedented: We turned Boost stores into voting stations.]
To make this possible, we had to work within the same system that was suppressing votes. We called 817 counties to find officials willing to stand-up against inequality.
And on November 8th, people voted at Boost stores across the country.
Boost Mobile employee: “This is our store front. It’s been open since 6am this morning. Voters have been floating in and out.”
This wasn’t just an election-themed ad campaign. We were actually inside the election process.
And beyond our stores, we advocated for the unheard, shining a light on unequal voting access with voting rights groups and election officials. And partnering with top hip hop artists to inspire people to get out and vote.
Chance the Rapper (for Parade to the Polls): Let’s make sure that we are safe. Let’s make sure that we get out there and get our votes out.”
[Biggest day of early voting in Chicago history. 766 million total campaign impressions. In Boost precincts, voter turnout increased by 23%.]
Voter: “Everybody has a voice. Just let it be heard.”
[Boost Your Voice]
[Boost stores will continue to serve as official voting stations in the ongoing fight for equal access.]
In the United States, Boost Mobile (a subsidiary of Sprint) is best known as a prepaid wireless carrier. Their customer demographic is primarily working-class African-Americans and Hispanics who live in communities with fewer voting places, resulting in unfair and unequal voting access due to hours-long lines.
Boost Mobile’s Boost Your Voice campaign encouraged low-income and minority Americans to cast their ballots. Meanwhile, Boost Mobile offered its stores as additional polling stations on election day. This cause marketing tactic attracted to Boost Mobile stores — and earned the gratitude of — the same people who are the target market of Boost’s no credit check, prepaid wireless plans.
Boost Your Voice Case Study Overview
Boost Your Voice Campaign Video
Boost Mobile’s Parade to the Polls