Getting the youth vote to the polls, especially in midterm elections, has long been a challenge. From 1986 to 2010, around 25% of voters aged 18-29 show up to vote in midterm elections, which is consistently about 30 percentage points less than voters aged 30 and up.
And 2014 does not appear to promise much different. According to an October poll by Pew’s Center for the People & the Press, only 5% of voters 18-29 are "closely following" news about the midterm elections.
The video starts with rapper Lil’ Jon talking to his "auntie," Whoopi Goldberg as he enters his polling place. He, then, bumps into Lena Dunham (and her trainer) inside a voting booth (note: this is a polling place etiquette faux pas), and after Lil Jon fails to get Dunham to spill any secrets about Season 4 of "Girls," he busts out into song, saying, “Turn out for what.”
Various celebrities, including Sophia Bush, Natasha Lyonne, Ireland Baldwin and E. J. Johnson then dance and profess for what issues they will be turning out. The highlights include Lil’ Jon "turning out for the legalization of marijuana" as he smokes an enormous joint, and Fred Armisen confessing, "I'm turning out because I want to impress my friends. That's the only reason to ever do anything."
Similar celebrity appeals in the past haven't made much of a dent in midterm youth turnout, suggesting ads alone can't manufacture motivation. But with Democrats embarking on an unprecedented get-out-the-vote effort for the midterms, this year may be different.
And 2014 does not appear to promise much different. According to an October poll by Pew’s Center for the People & the Press, only 5% of voters 18-29 are "closely following" news about the midterm elections.
Rock The Vote, With Hashtags
Rock The Vote has been trying to engage the youth vote for years, and they are hoping to reach youth voters with their latest music video, "#TURNOUTFORWHAT.”The video starts with rapper Lil’ Jon talking to his "auntie," Whoopi Goldberg as he enters his polling place. He, then, bumps into Lena Dunham (and her trainer) inside a voting booth (note: this is a polling place etiquette faux pas), and after Lil Jon fails to get Dunham to spill any secrets about Season 4 of "Girls," he busts out into song, saying, “Turn out for what.”
Various celebrities, including Sophia Bush, Natasha Lyonne, Ireland Baldwin and E. J. Johnson then dance and profess for what issues they will be turning out. The highlights include Lil’ Jon "turning out for the legalization of marijuana" as he smokes an enormous joint, and Fred Armisen confessing, "I'm turning out because I want to impress my friends. That's the only reason to ever do anything."
Rock The Vote: For a Democrat Upset?
The Rock The Vote spot is not explicitly partisan, but it definitely skews left, featuring celebrities who are advocating for equal rights, gun control and reproductive freedom. Democratic chances for a midterm election surprise may hinge upon higher than expected turnout among historically low-turnout voters, like youth.Similar celebrity appeals in the past haven't made much of a dent in midterm youth turnout, suggesting ads alone can't manufacture motivation. But with Democrats embarking on an unprecedented get-out-the-vote effort for the midterms, this year may be different.