Political Advertising at College Campuses: Harnessing the Power of the Youth Vote
Political advertising has evolved significantly over the years, and in modern-day campaigns, college campuses have emerged as powerful platforms for reaching and engaging with the youth demographic. With over 20 million college students across the United States, college campuses present a unique opportunity for political candidates to connect with the next generation of voters.
A study conducted by Tufts University's Center for Information and Research on Civic Learning and Engagement (CIRCLE) found that in the 2020 U.S. presidential election, voter turnout among college students reached an all-time high. The study reported that 53.4% of eligible college students voted, a significant increase from previous elections. This surge in voter participation indicates the growing influence of college students on electoral outcomes.
In this blog post, we will explore the reasons why political advertising at college campuses works and its potential impact on the outcome of elections.
Tapping into a Large and Diverse Audience:
College campuses are hubs of diversity, attracting students from various backgrounds, cultures, and regions. By strategically placing political advertising materials on college campuses, candidates can access a broad and diverse audience, offering the chance to tailor messages that resonate with students from different walks of life. This enables politicians to engage with potential voters in a more targeted and personalized manner.
2. Swing State Significance:
College students' impact is particularly pronounced in swing states, where elections often hang in the balance. According to the National Study of Learning, Voting, and Engagement (NSLVE) report, college student voter turnout in key swing states like Pennsylvania, Wisconsin, and Michigan played a crucial role in shaping the 2016 and 2020 presidential election outcomes.Youth Engagement and Political Awareness:
College students are at a stage in life when they become increasingly interested in social and political issues. Being exposed to political advertising on campus stimulates their political awareness and encourages them to take an active interest in civic affairs. This engagement can foster a lifelong habit of political participation, transforming them into informed and responsible citizens.
3. Issue Prioritization:
Research by the Harvard Institute of Politics revealed that college students are more likely to prioritize certain issues, such as climate change, healthcare, and education reform, compared to older voters. Political candidates who address these concerns effectively can gain significant support from the college demographic.
4. Influencing Social Circles and Peer-to-Peer Communication:
College campuses are fertile ground for peer-to-peer communication, as students interact and share ideas regularly. When political advertising is displayed on campus, it sparks discussions among students, leading to increased awareness and understanding of the candidate's policies. These discussions can influence the opinions of friends and classmates, creating a ripple effect of support for the candidate.
5. Shaping Public Discourse:
College students are known for their passion and activism, making college campuses hotbeds for political discussions and debates. Political advertising on campuses can influence and shape these debates, driving conversations about critical issues, and raising the candidate's profile among both students and faculty members.
6. Leveraging Social Media and Digital Connectivity:
College students are highly active on social media platforms, which can amplify the reach of political advertising efforts. When students encounter engaging and compelling campaign messages on campus, they are more likely to share them on social media, leading to broader exposure and potentially viral content. This free publicity can significantly boost the candidate's online presence and further expand their reach.
College campus media company, PlaceBased also offers digital geo-fencing that allows political clients to reach students on their mobile devices when they’re on-campus. When combining this tactic with other on-campus out-of-home advertising media formats, this can be a highly impactful way to drive awareness for specific political candidates or issues.
7. Grassroots Organizing and Volunteer Recruitment:
Political advertising at college campuses can serve as a gateway to grassroots organizing and volunteer recruitment. When students are inspired by a candidate's message, they are more likely to get involved in the campaign, volunteering their time and resources. College campuses can become a breeding ground for enthusiastic and dedicated campaign volunteers, whose efforts can be instrumental in driving success on Election Day.
Political advertising at college campuses is a strategic and effective way for candidates to connect with the youth vote, tap into diverse audiences, and shape the future of political discourse. By engaging college students in meaningful ways and leveraging their passion for social change, candidates can establish a lasting impact and potentially secure the support of a demographic that wields significant influence in the political landscape. As the electoral process continues to evolve, college campuses will remain a crucial battleground for political campaigns seeking to capture the hearts and minds of the next generation of voters.
