Washington, DC - June 4, 2008
Today, Rock the Vote is launching its 2008 national public service advertising (PSA) campaign. Christina Aguilera is the featured artist in this first broadcast and print execution of the ad campaign. Targeting young people, the ads encourage individuals to take action by registering to vote and casting their ballot in November.
The powerful and emotional PSA opens with Aguilera singing a lullaby to her newborn son Max. She is singing a rendition of “America the Beautiful” while holding her son who is draped in an American Flag. The television spots along with the print ad end with a call to action: its time to make history, its time to rock the vote; register to vote at rockthevote.
Aguilera’s PSA supports her long-standing involvement with Rock the Vote and her personal passion to support young people’s involvement in the democratic process. “Voting is a right that we are fortunate enough to have and one that we should not take for granted. I encourage all young people to use this right and realize they can make a difference,“ said Aguilera.
This PSA comes at a time when young people are participating and voting in record numbers. Already in 2008, young voter turnout has doubled, tripled, and even quadrupled in every caucus and primary election. Rock the Vote will fuel this movement of young people and continue the momentum all the way to the ballot box in November.
This PSA will be followed by a series of ads featuring additional artists, young people and others expressing their opinions on why they vote and what they would like more or less of, depicting their desire for a better future and expressing their hopes including “less ignorance/ more education” “less apathy/ more empathy” and “less prejudice/ more pride.”
“Through the incredible support of artists such as Christina Aguilera we are able to connect with young people and inspire them to take action. Eighteen years ago, it was Madonna wrapped in a flag, today it is Christina Aguilera and her son Max donning the red, white and blue.” said Heather Smith, executive director of Rock the Vote. “Our advertising campaign will fuel the incredible momentum we’ve seen among young people this election season, inciting them to make a lasting difference the issues that affect them, on their future.”
Rock the Vote’s partnership with Christina Aguilera is keeping with the organization’s 18-year-history of inspiring, engaging and mobilizing a generation of action by fusing celebrity, music, and politics. This year, Rock the Vote will run the largest youth-voter registration drive in history, registering more than 2 million young people. Already, more than 850,000 individuals have downloaded the voter registration form from Rock the Vote’s website.
About Rock the Vote:
Rock the Vote’s mission is to engage and build the political power of young people in order to achieve progressive change in our country. Rock the Vote uses music, popular culture and new technologies to engage and incite young people to register and vote in every election. And we give young people the tools to identify, learn about, and take action on the issues that affect their lives, and leverage their power in the political process. Rock the Vote is creative, effective, and controlled by nobody’s agenda but our own – we tell it like it is and pride ourselves on being a trusted source for information on politics. We empower the 45 million young people in America who want to step up, claim their voice in the political process, and change the way politics is done. www.RockTheVote.com
Rock The Vote: Chrissy Faessen, Rock the Vote, 202-710-9941, chrissy(at)rockthevote.com
Christina Aguilera: Nicole Perez, Rogers & Cowan, 310-854-8100, nperez(at)rogersandcowan.com