Operation Clark County
Challenge
In October 2004, Clark County was the closest fought county in the narrowest swing state in the USA. At the previous election, just 324 votes separated Democrats from Republicans. The outcome of the American election in 2004 would have huge consequences for the whole world, yet those of us outside the 50 states had no say in it. The Guardian wanted to give non-US citizens an influence on the US election, while simultaneously increasing awareness of The Guardian around the world.
Solution
Three weeks before the election, we introduced Operation Clark County: a unique way for non-Americans to express their views on the policies and candidates in this election to some of the people best placed to decide its outcome. It wasn’t quite a vote, but a chance to influence how a very important vote will be cast. Or at the very least, make a new pen pal.
Tribal DDB and The Guardian set up a micro site to allow users to download the name and address of a voter in Clark County, Ohio. Each user was cookied to ensure each person only received one address. The Guardian newspaper and Guardian Unlimited site featured the best responses that were sent and copied to them.
Writing to a Clark County voter was a chance to explain how US policies affect the writer personally, and the rest of the world more generally. Participants could express who they hoped the voter would send to the White House or even just persuade someone to use their vote at all.
Impact
An immense amount of media exposure rose out of the campaign. All 40,000 addresses of voters made available were downloaded in just two days. The campaign generated worldwide media coverage and was featured on CNN, ABC, CBS and NBC in the US alone, as well as being covered on Sky, BBC, and every major newspaper in the UK and USA.
The Guardian website recorded 500,000 extra visits during the same period. Operation Clark County won Tribal DDB the first ever viral award at the D&AD Awards.
