Fall 2016
Boost Mobile
Boost Mobile’s Boost Your Voice campaign was a bold, purpose-led response to systemic voter inequality in the lead-up to the 2016 U.S. presidential election. From the outset, the brand strategically transformed its storefronts in underserved, low-income and minority neighborhoods into official polling places—turning retail locations into civic infrastructure. This wasn’t marketing fluff—it was a socially impactful activation rooted in Boost’s original brand purpose of giving underserved communities a voice
Boost Mobile recognized a real-world barrier: in many of their markets, potential voters faced disproportionately long lines, limited polling locations, and confusion over where to vote. These are exactly the neighborhoods where Boost stores operate, and precisely the challenges Boost customers face daily.
By proposing to repurpose its existing retail footprint as election-day polling places—and offering to train staff, at no cost to counties—Boost redefined brand experience as direct civic action.
Despite bureaucratic barriers—Boost contacted officials in 817 counties—the company enabled six real polling locations (in Chicago, Southern California, and Atlanta) on Election Day. In precincts served by Boost stores, voter turnout rose by 23% over 2012. The earned media impact totaled 766 million impressions, with measurable lifts in brand loyalty, perception, and even a 26-29% uplift in sales at activating stores.
The campaign earned major awards—including Cannes Grand Prix, a Clio Grand and Campaign of the Year honors from Ad Age—validating that purpose-driven design can move both civic needle and business metrics