Levi’s® Releases New Voting PSA to Drive Voter Turnout

Danielle Samaniego, Unzipped Editor
Levi Strauss & Co.
August 20, 2020

Election Day will not go perfectly. You may be discouraged. Obstacles will abound.

Vote anyway.

Building on its #VoteAboutIt campaign, the Levi’s® brand has partnered with brand influencer Hailey Bieber and filmmaker Oge Egbuonu to create a powerful Public Service Announcement (PSA) calling on all eligible voters to know their voting status, know their voting rights, register to vote and, come November 3, go to the polls and VOTE.

Hailey, motivated by her recent conversations around voter education and voting rights, came to Levi’s® with the idea of creating a special PSA. One that would educate, encourage and motivate the largest and most diverse generation in our country’s history — a group of 70 million young eligible voters — to talk about it, post about it and VOTE about it.

Oge, an emerging filmmaker and one of this era’s most prolific creatives, creatively brought this campaign to life by directing motion videos set to artist Jazmine Williams’ spoken word poem. The pair called on activists, scholars, organizers and their friends to help them deliver a powerful message rooted in education and emotion. Directed by Oge, the PSA also features the work of photographer Djeneba Aduayom, who carried out her vision of capturing each individual voice in the form of portrait photos.

“I had a vision to put together a beautiful and powerful call to action to educate and inform the next generation of voters, and to me Levi’s felt like the perfect team to partner with on this,” Hailey said. “Oge is an incredible force and she really helped me bring my idea to life.”

#UseYourVoice LIVE Returns

As part of the greater Levi’s® campaign, the brand will also continue the #UseYourVoice LIVE series as a platform for spreading voter education and increasing engagement, while helping to improve voter turnout by reducing obstacles and encouraging young people to take action. The series will feature many of those from the PSA along with thought leaders from the 23 voting rights and engagement organization grantee partners that Levi Strauss & Co. (LS&Co.) and the Levi Strauss Foundation are donating a collective $2.6 million toward in 2020.

These organizations are working to remove barriers and improve access to the polls, mobilize voters in marginalized communities and engage young voters in the democratic process. Each community partner supported through this portfolio is leading high-touch, high-impact engagement efforts with communities that are too often left out of the democratic process. Together they seek to educate, empower and activate millions of voters across the nation.

“Levi’s has always been a driver of change, and it’s our responsibility to use our influence to promote voter education and voter engagement. Our democracy doesn’t work if we don’t participate,” said Jennifer Sey, Chief Marketing Officer for the Levi’s® brand. “As a brand we are giving our platform to the voices of change, and we are so honored to have had the opportunity to work with Hailey and Oge, two incredible creators and thought partners, on this campaign.”

Vote About It

All of these efforts are being brought together digitally through the brand’s shifting consumers from just talking, posting and thinking about the issues they care about to actually taking action and “voting about it.”

“This election to me is the most important in my lifetime and I’m at the age now where I truly understand the impact my generation and the next has,” Hailey said. “My hope with this call to action is that it would encourage, educate and inspire this next generation to vote in November and to understand why it’s important.”

Visit Levi.com to see Levi’s® Vote product as well as the full PSA and campaign along with more information on LS&Co.