- 2SLGBTQI+
Getting out the 2SLGBTQI+ Vote: the Drag the Vote Campaign Case Study
Ahead of Canada's federal election, the Drag the Vote campaign is tapping into the power of the drag community to get more 2SLGBTQI+ people to vote in a crucial election.
When the Society of Queer Momentum wanted to run a national queer get out the vote campaign for Canada’s federal election, they turned to LeBlanc (& co.) Communications for support with communications and design. The resulting campaign, Drag the Vote, harnesses the power of drag performers and calls on 2SLGBTQI+ communities and allies to vote — at a time when we all need to stand up for queer and trans rights.
CASE STUDY
Drag The Vote launched with support from Momentum, LeBlanc (& co.) Communications, dozens of partner organizations, and drag performers across Canada. From the queens of Canada’s Drag Race to beloved hometown performers, the ‘drag world’ has emphatically joined the campaign and called on the 2SLGBTQI+ community to get out and vote with the community’s best interests in mind.
When designing the brand for Drag the Vote, our team fulfilled our client’s brief for a joyful, colourful campaign inspired by the aesthetics of our favourite drag performers and gay bars. To bring the brand to life, we sought inspiration from the rich visual tradition of drag and incorporated elements like sparkles, hues of pink, and typography modelled after neon signs often found in nightclubs.
To get more 2SLGBTQI+ people and allies to vote in a crucial election, Momentum and LeBlanc (& co.) planned Drag The Vote to be a major campaign with both online and in-person activations. We designed a suite of branded merch — like branded tshirts, crop tops, and fans that say ‘Hi Gay, Go Vote!” — that was mailed to hundreds of supporters and performers across the country and made even more accessible with an online merch store. This ensured that the campaign would be fuelled by an influencer model, as drag performers and partner organizations across the country were poised to show their support.
To visually showcase the campaign message and to highlight the merch, we invited performers to strut their stuff at a photoshoot (in a queer nightclub, Ottawa’s famed Lookout, of course). The resulting photos helped bring the campaign to life while also highlighting the delights found in the merch store and overall message of the campaign — to get out and vote!
Check out the Drag the Vote website and support the campaign with Drag the Vote merch.
Services offered for this campaign: