The Challenge
Ranked Choice Voting asks New Yorkers to approach the ballot differently from a traditional election. With the primary approaching and a compressed launch schedule, the NYC Board of Elections needed a media campaign that could quickly build awareness, direct voters to clear information, and reach communities across the city. The assignment required careful coordination across languages, neighborhoods, media partners, and formats so that critical voter education would be easy to find wherever New Yorkers searched, watched, read, or traveled.
The Approach
Malone Creative Group developed and executed a rapid-response, omnichannel media plan rooted in access, relevance, and repetition. We combined high-visibility subway placements with Google Search, YouTube, programmatic display, and print placements in trusted multicultural publications. Each channel served a distinct purpose. Search connected with voters actively seeking election information. Video and display expanded awareness. Transit kept the message visible throughout New Yorkers’ daily routines, while community media delivered information in English, Spanish, Chinese, Korean, and Bengali through sources audiences already knew and trusted. Our team managed media planning, buying, vendor coordination, trafficking, language-market alignment, and launch logistics as one integrated system. This allowed the campaign to move quickly while maintaining consistency, accuracy, and local relevance.Malone Creative Group developed and executed a rapid-response, omnichannel media plan rooted in access, relevance, and repetition. We combined high-visibility subway placements with Google Search, YouTube, programmatic display, and print placements in trusted multicultural publications. Each channel served a distinct purpose. Search connected with voters actively seeking election information. Video and display expanded awareness. Transit kept the message visible throughout New Yorkers’ daily routines, while community media delivered information in English, Spanish, Chinese, Korean, and Bengali through sources audiences already knew and trusted. Our team managed media planning, buying, vendor coordination, trafficking, language-market alignment, and launch logistics as one integrated system. This allowed the campaign to move quickly while maintaining consistency, accuracy, and local relevance.
The Results
The campaign established a coordinated citywide presence across transit, digital, video, search, and community media during the critical lead-up to the primary election. Ranked Choice Voting information appeared across multiple points in New Yorkers’ daily lives, providing clear pathways for voters to learn more before casting their ballots. Delivered under significant time pressure, the work demonstrated how thoughtful media planning can make complex public information more visible, accessible, and actionable for one of the world’s most diverse cities.
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