Only 50 percent of Millennials have faith in our criminal justice system, and community trust in police is at the lowest point in decades. A provocative new video ad released today by Rock the Vote, in partnership with digital media powerhouse Render Media, emphasizes the dramatic dissatisfaction in America's criminal justice system among Millennial voters and encourages viewers to change more than just their social media status by voting next month.
The bold new digital ad, voiced by actor and television personality Terrence J, reveals a deep divide between young Americans' just and inclusive vision for the future and a broken criminal justice system that seems to produce too much injustice. It encourages viewers to take action on these critical issues by voting — not just for a new president, but up and down the ballot — this year.
"It will take more than just outrage," Terrence J. states in the video. "It will take a generation of voters united selecting the sheriffs, prosecutors, mayors and president who will put justice first."
Since 1990, Rock the Vote has inspired young audiences to become politically engaged and active using a unique combination of pop culture and technology, while focusing on important issues that impact and shape the lives of young people. Through innovative and creative collaborations with nonprofit, corporate, media and celebrity partners, Rock the Vote has registered nearly 1.5 million voters this year alone.
"Young people across the country are outraged — and rightfully so — by a criminal justice system that too often abides injustice and resists progress," said Rock the Vote Vice President for Civic Engagement Jesse Moore. "We're working to help young people channel their anger, passion and frustration into meaningful change at the ballot box this year. By electing the next generation of state and local law enforcement officials, we can usher in a new era of trust between communities, law enforcement and our courts system that will make us all safer and more proud of our country."
Render Media, a digital media powerhouse based in Los Angeles co-founded by Eytan Elbaz and Vic Belonogoff, reaches over 30 million Facebook fans across its various platforms, including political vertical Opposing Views, and achieves over 400 million monthly video views.
"We feel that this partnership between Render Media and Rock the Vote is indicative of a new trend in how the millennial generation will respond to political messaging," said Vic Belonogoff, CEO of Render Media. "Rock the Vote has always been quick in pivoting to respond to developing technologies that open up new ways to reach young people, and this election, social media is the leading platform on which this critical voting bloc is interacting with political news and information. Render Media's audience is majority millennial, so we have massive amounts of data and experience at our disposal to determine what type of content young people respond to on various social platforms."
Through inventive, topical video content, the creative team at Render Media consistently reaches and engages a diverse, hyper-engaged audience.
This latest video, released in collaboration with Rock the Vote, speaks to the immense power that social content has to empower young people to raise their voices and fight for meaningful change at the ballot box this election season. The way to inspire millennials to vote is no longer just on street corners or door-to-door; social media is becoming an increasingly powerful tool for political engagement and activation.
This video is the final installment in the partnership between Render Media and Rock the Vote, which previously included a 60-second PSA created in collaboration with Participant Media and a 30-second video that aired on all Virgin America flights in the month of September, encouraging passengers to register to vote via in-flight wifi.
SOURCE Render Media