The Democratic National Committee (DNC) is tapping into the cultural power of Taylor Swift and her massive fanbase by launching a Swift-themed Snapchat filter ahead of the 2024 election. This innovative move aims to encourage young voters, particularly those in battleground states like Florida, to engage with key political issues and register to vote.
Swifties for Change: The DNC’s New Snapchat Filter
As Taylor Swift’s Eras Tour returns to the U.S. on October 18 in Miami, the DNC is using this opportunity to capture the attention of Swifties. They’ve introduced a custom Snapchat filter with the phrase, “I’m in my voting era,” followed by “Be fearless for…” Users can tap through issues such as reproductive rights, climate action, racial justice, and student debt relief, selecting whichever resonates most with them. The filter also directs users to IWillVote.com, the Democratic Party’s voter education website.
Connecting with Young Voters
The DNC’s strategy is clear: meet young voters where they are. With over 100 million users on Snapchat in the U.S., 80% of whom are eligible to vote, this platform is a prime location for reaching the younger demographic. As Rosemary Boeglin, DNC communications director, explained, “We wanted to capitalize on the moment and be creative in the ways that we’re reaching key voters — like young people, women, and the LGBTQ community.”
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To complement the Snapchat filter, the DNC is also running ad campaigns around Swift’s Miami concert, featuring slogans like “I’m in my Kamala Era” and “A new way forward…Ready for it?” These ads, placed on billboards and boats near the venue, also encourage voter registration by directing viewers to IWillVote.com.
Swifties for Kamala: A Grassroots Movement
The DNC isn’t alone in this initiative. The grassroots group, Swifties for Kamala, has launched their own campaign called You’re Not Alone Kid. This fan-driven effort includes distributing Kamala Harris-themed friendship bracelets across the country, each with a QR code that links to voter registration information.
This follows Taylor Swift’s public endorsement of Kamala Harris after the presidential debate, where she encouraged her 284 million Instagram followers to support Harris and Tim Walz in the 2024 election. Her post, which included a custom voter registration link, attracted over 405,000 visitors.
Why the DNC’s Snapchat Campaign Matters
This is the first Snapchat filter the DNC has launched this election cycle, and it’s part of a larger effort to meet voters in today’s fractured media landscape. With Snapchat being a hub for younger users who might be less engaged with traditional media, the DNC is leveraging this platform to drive voter turnout and address the issues most important to them.
By connecting Swift’s fanbase with political activism, the DNC hopes to make voting feel accessible, relevant, and, perhaps most importantly, fun. As the 2024 election draws nearer, initiatives like this are likely to play a critical role in shaping voter participation, particularly among younger demographics who are energized by both pop culture and political movements.
