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The Great Schlep

Award: Graphite Pencil

Graphite Pencil / Integrated / Integrated / 2009

Elderly Jewish voters are a crucial voting block in Florida. In 2008, this group was beginning to lean towards John McCain. We targeted them in a way they couldn’t refuse: by encouraging their pro-Obama grandchildren to visit and talk to them about Obama. We spread the word with a viral video featuring comedienne Sarah Silverman and a website that united, educated and inspired a younger generation to do their part. Millions viewed the video, 26,000 members united online and thousands of media outlets covered The Great Schlep. It was the first time in 12 years a Democratic nominee won Florida.

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