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Nail the Vote: MoveOn Leverages Beauty Ahead of Midterm Elections

October 4, 2022
October 4, 2022

Each election cycle, exercising our right to vote becomes more imperative. Every voice matters, and the country is stronger when we all participate in the democratic process. This midterm election, Americans can't afford to be apolitical. Political action committee MoveOn is focused on mobilizing the left to elect Democrats and enact progressive change, creating a call to action to get people to the polls and vote this midterm season.

Art and culture are powerful vehicles to spread important messages. MoveOn partnered with cultural strategy agency TaskForce, which works at the intersection of art and social justice, to make lasting change. The duo is building on the success of their Gen Z- and millennial-targeted “Nail the Vote" campaign during the 2020 presidential election that employed celebrity collaborators Demi Lovato, Ciara, and Gabrielle Union.

"We believe in the philosophy that politics is where some people live, sometimes, but culture is where most people live, all the time," said Rahna Epting, Executive Director, MoveOn. "As a political campaigning organization, we are very much aware that not everyone thinks about politics day-in and day-out like we do, so we want to reach folks where they are actually spending their time, and nail art is one of those places."

For the 2022 midterm Nail the Vote campaign, MoveOn partnered with artist Ariel Wilson to create two unique nail wrap designs: "Floral," which spells out V-O-T-E on the nails, and "Vote," which has the phrase "Your Vote is Pwr." Each design retails for $15 on MoveOn's website and benefits the organization's voter election campaign.

Alicia Keys, Jamie King, and Natasha Rothwell put their superstar power behind the campaign, while nail artists Latress, Miho Okawara, and Bel Fountain-Townsend have been tapped to create bespoke, voting-themed nail art for their celebrity clients.

The initiative employs vote tripling, a tactic proven to multiply impact at the polls. MoveOn suggests wearing the nail wraps, posting a photo to social media using the hashtag #NailTheVote22, and tagging three friends to ask them to vote.


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