In this discussion from the Elevate stage, Mark Book (Head of Content, Digitas) and Carolyn DeWitt (President & Executive Director, Rock the Vote) dive into the origins and evolution of Rock the Vote, an organization founded in 1990 by music executives in response to censorship in the hip-hop and rap industries. Originally targeting young voters through the power of culture, Rock the Vote has grown into a nonpartisan nonprofit dedicated to empowering the 18-29 age group through voter registration, education, and mobilization efforts. The discussion explores how Rock the Vote has adapted its strategies over the years, from leveraging MTV in the 90s to engaging young voters today via social media, influencer partnerships, and civic technology tools. Viewers will also learn about the challenges faced in reaching and engaging youth, how the organization partners with brands, and the role of storytelling in modern voter engagement.

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