What do you do when you're losing the fight for your audience's attention on TV?

Fight for your audience's rights instead. This is the story of how Boost Mobile -- a scrappy, prepaid telecom brand -- used its omnipresence in low-income neighborhoods to take on an issue disproportionately affecting its customers: voter suppression.

CHALLENGE: Break through to our multicultural, millennial audience in an authentic and meaningful way.

INSIGHT: Low-income communities don’t have a voice, but they have a Boost Mobile.

BRIEF: Boost the voices of underheard Americans on the day they need it most: Election Day.

IDEA: Make it easier for poor and minority Americans to vote in the 2016 Presidential Election, by turning their neighborhood Boost Mobile stores into official polling places.

IMPACT:

The initiative boosted voter turnout in low-income neighborhoods (+23%), boosted store sales (+29%), and boosted the brand in the mind of its customers.