Amazon looks to get out the vote with digital initiative

Amazon’s film division is using celebrity influencers, a social action campaign, and an upcoming documentary to drive voter engagement.

Amazon Studios is launching a new program aimed at educating and engaging American voters by focusing on regionally targeted activity. Inspired by the Amazon original documentary “All In: The Fight for Democracy,” the initiative will assemble a team of 50 influential actors, artists, musicians, athletes, and newsmakers to educate voters and mobilize participation in the upcoming elections. 

This program is part of the overarching #AllInForVoting social action campaign released to coincide with the release of the documentary. #AllInForVoting is a non-partisan social impact campaign aimed at educating and registering first-time voters, mobilizing communities to turn out to vote, and training citizens to know their rights and report voter suppression. 

Gap is also promoting voter registration during this election year with efforts including a voter registration page, email and text election reminders to those who register to vote, and voter education and mobilization tools to those preparing to vote. 

#AllInForVoting digital activations will range from online conversations and short-form content to social media posts, sharing knowledge about how audiences in each state can vote. Each #AllInForVoting state ambassador will focus on an assigned state, and will amplify messages and information such as registration deadlines, how and when to vote, vote early and vote by mail updates, and concerns of voter suppression tactics in the state. 

“All In: The Fight for Democracy” will open in select theaters on Sept. 9 and will launch globally on Prime Video on Sept. 18, just ahead of National Voter Registration Day on Sept. 22.