How American Independent Radio Inspired Voter Turnout in Battleground States
When every vote counts, every message matters. See how AIR used data to create impactful radio ads that resonated with voters across battleground states.
American Independent Radio (AIR) wanted to move hearts and minds in seven key states that would define the election: Arizona, Georgia, Michigan, North Carolina, Nevada, Pennsylvania, and Wisconsin. Their goal was ambitious but clear: maximize turnout by crafting the perfect messages to motivate voters.
The challenge? They needed a way to ensure their radio ads would resonate with the diverse audiences across these battleground states. That’s where Grow Progress stepped in.
Using the Rapid Message Testing tool, AIR designed an experiment to assess the persuasive power of three distinct message frames:
- Stakes: Emphasizing the critical importance of the election’s outcome.
- Empowerment: Highlighting the collective power of voters to create change.
- Single Vote: Demonstrating how a single vote can tip the scales in close elections.
These messages were crafted as audio scripts and tested with audiences using Grow Progress’ Rapid Message Tests, the same rigorous methodology as a medical trial. In addition to measuring impact on standard vote motivation, which benchmarks results against other messages in the platform, each message was also evaluated on how it affected the core belief underpinning each frame —a unique innovation in voter engagement strategy.
Data That Informs Action
With clear persuasive direction in hand, AIR made informed, data-driven decisions about their campaign investments. They funneled resources into the most effective message frame and deployed targeted radio ads across the battleground states.
This innovative approach allowed AIR to tailor their efforts with precision, maximizing the reach and impact of their voter turnout campaigns. By the time November rolled around, they were confident that their messaging would connect with the audiences they needed most.
Why Rapid Message Testing Worked for AIR
AIR’s success illustrates the power of Grow Progress’ Rapid Message Testing tool to transform communication strategies. Unlike traditional surveys or A/B tests that merely measure preferences, this tool identifies how to shift opinions and intentions. With clear, actionable recommendations, AIR could go beyond guessing what worked—they knew.
Grow Progress’ user-friendly platform also allowed AIR to move quickly and efficiently, ensuring that AIR’s experiment delivered the insights they needed to optimize their efforts.
A Model for Voter Engagement
Through Rapid Message Testing, American Independent Radio not only boosted their campaign effectiveness but also championed a data-driven model for motivating voters in one of the most consequential elections of our time.
Their work is a testament to what’s possible when organizations combine innovation with a commitment to empowering voters.
