Award 3
Division A - Public Relations Programs
Category 3 - Institutional
STUDENTS “ROCK THE VOTE” IN MARTIN COUNTY
Vicki Davis, Kherri Anderson, Martin County Supervisor of Elections Office
Judges' Award
Research/Situation Analysis:
Exercise the right to vote. Many Americans realized how much each vote
made a difference following the 2000 Presidential election of George
Bush vs. Albert Gore. Few probably would have predicted that a small
number of votes would change the course of American history.
Understanding the significance of voter participation, Martin County’s
Supervisor of Elections Office conducted a campaign to raise voter
awareness among students ages 17 through 21 in Martin County. Primary
and secondary research was performed by staff in January and February
2006. Data reports generated from Elections Office voter registration
software and on-campus focus groups (Student Government, Career Day,
and Student Advisory Committee) identified a need for more high school
and college students to preregister and/or register to vote.
Objectives: To increase voter awareness among
Martin County’s youngest eligible voters, we established four goals:
(1) to develop a campaign in each of the high schools and colleges that
communicates the importance of voting; (2) to register a minimum of 25%
of the 2,233 eligible students; (3) to increase by 20% the number of
18-21 year old voters in the 2006 Governor’s election as compared to
the 2002 Governor’s election; (4) to remain within a total budget of
$4,000.
Implementation: The first phase of our campaign
was to communicate the need for increased voter registration among high
school students to Dr. Sara Wilcox, Martin County’s Superintendent of
Schools. After presenting our research, she gave us her acceptance and
permission to contact individual public high schools within the
district.
The second phase of our campaign was to contact high
schools and colleges within Martin County. We met with students of the
Student Government Association (SGA) from the following schools: Martin
County High School, South Fork High School, Jensen Beach High School,
and the Clark Advanced Learning Center. We also met with school
representatives at Spectrum High School, Hobe Sound Christian Academy,
Indian River Community College and Florida Atlantic University.
At our meetings, the students enthusiastically received our program.
The outreach coordinator and the students brainstormed together, and
the students created their own agenda and theme for each of their
schools. The overall plan was to have a competition among all the high
schools to see which could register the most voters. As part of their
agenda, each high school held voter registration drives and student-led
assemblies with certain themes, such as “Rock the Vote” (local bands
comprised of students) or “Vote in Honor of a Veteran” (student-made
key tags). The students selected their guest speaker(s) for their
assembly to motivate students to register and vote. Immediately
following the assemblies, tables were set up so 17 and 18 year-old
students could preregister or register to vote. Members from The League
of Women Voters and the student parties of Young Democrats and Young
Republicans were present to answer any questions from students. Voting
machines were placed at registration locations, so students could
become familiar with them before an election day. Students also
designed voter awareness banners that were displayed throughout the
schools. Pocket-size Constitutions, “Make Freedom Count” bracelets,
voter information cards, pens, pencils, lollypops and stickers were
distributed to the students.
Evaluation: This inaugural voter awareness
campaign fulfilled all of its objectives. Each of the voter drives and
assemblies was a success. Of the 2,233 Martin County students eligible
to register, this campaign effectively registered 755 students (33%) to
vote. Communicating the importance of voting motivated the students to
freely discuss the political process. This open dialogue generated
excitement and encouraged students to register to vote. More
importantly, these new voters participated in the November 2006
election. There was a 35% increase of 18 – 21 year-old voters in the
2006 Governor’s election compared to the 2002 Governor’s election. Some
students even worked as poll workers in the 2006 election. Upon
graduation, 1,152 Martin County seniors received a voter registration
form with their diploma to assist them with registration. These results
further inspired a local newspaper columnist to host a “Why I Should
Vote” essay among our area’s high school students. In conclusion, this
campaign demonstrated that increased voter knowledge can reduce voter
apathy. This campaign lead to greater enthusiasm, appreciation, and
increased participation in the electoral process. Many students in
Martin County now know that every vote counts.
Budget: This campaign cost $2,684.60. The budget
breakdown is as follows: NIE (Newspapers in Education) voter education
supplement– donated; pocket-size Constitutions- $1,163.90; lollypops-
$103; pens, pencils- $212; bracelets, chip clips- $560; stickers and
posters- $435.70; and (3) trophies- $210.