Ohio has been a lead swing state in presidential elections, having chosen the winning candidate in every election since 1960. With concerns about voter turnout in heavily pro-choice areas in the 2016 presidential election, NIRH Action Fund partnered with NARAL Pro-Choice Ohio to encourage early voting. Challenging the conventional wisdom that digital engagement is not effective in driving a Get Out The Vote (GOTV) campaign, we ran a digital campaign targeting registered Democratic women, 25-50, with Pandora radio ads, Facebook ads, and display ads contrasting the positions of Secretary Clinton and Trump. The digital campaign was layered with phone calls that used a message-tested script.
In total, the online ad campaign generated 4,764,076 impressions resulting in 3,884 clicks through to our website to look up polling locations and receive additional information about pro-choice candidates on the ballot, and 6,163 messages were delivered directly to voters. This project informed targeted voters across Ohio and built up the electoral capacity of NARAL Pro-Choice Ohio.