Why You Should #CareLikeCrazy for This Year's Midterm Elections

In this year’s midterm elections, 77% of people ages 18–29 do not intend to vote.

Rock the Vote wants to change that stat, so they teamed up with Goodby Silverstein & Partners New York to reinvigorate their brand and roll out a brave new campaign to better connect with this young demographic of voters. 

The “Care Like Crazy” campaign makes it clear that those who go into the voting booth can set the direction for the country—even if those voters hold crazy, hateful views. Want to cancel out their votes? You have to care like crazy too.

“Care Like Crazy” aims to make the effects of a single vote less abstract,” said Paul Caiozzo, executive creative director at GS&P New York. "This is the kind of work we’d like to keep doing at GS&P New York. Work that is striking, but based in truth,” he added.