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Freeform has teamed up with media company ATTN: for the campaign “March to the Polls,” which encourages young adults to vote in the midterm elections on Nov. 6.
Beginning Thursday, a series of PSAs that target millennial and Gen Z voters will play across Freeform and ATTN: social media accounts. A number of Freeform stars — including Maia Mitchell, Cierra Ramirez, Deon Cole, Trevor Jackson and Chloe and Halle Bailey — will focus on the fact that the average voter waited in line for 11 minutes to cast a vote during the 2016 presidential election.
The first PSA was released Tuesday. It opens with the Bailey sisters, Mitchell, Ramirez and Jackson sharing the average 11-minute wait time for voting. “Eleven minutes,” reiterated Ramirez. “What takes more than 11 minutes these days?”
Cole answered the question with, “Ordering a latte.” Chloe Bailey added, “Burning off that latte at the gym.”
According to the Freeform stars, it also only takes 11 minutes to watch puppies, scroll through Instagram and eat a burrito.
“I think you get the point,” said Cole.
“Let your voice be heard,” Halle Bailey said after the stars encouraged viewers to vote. “This could be the most important 11 minutes of your year,” added Ramirez.
In addition to the PSAs, Freeform will include on-air promotions on Election Day that inform viewers about polling locations and deadlines to vote. Reminders will also appear at the 11-minute mark of each program airing that day to tell viewers to vote.
“At Freeform, storytelling that is thought-provoking, honest and representative of the issues facing young adults today is pivotal to our identity. We are also in the business of providing a platform for our storytellers so they can elevate issues that face youth culture today — this includes representing the importance of using their voices in elections,” Freeform senior vp marketing, branding and design Tricia Melton said in a statement.
Watch the first PSA, above.
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