Vote for the Soul of Georgia
Civic Engagement Campaign | 2020
Belief
Voting should be celebrated, not tolerated. The act of casting a ballot should feel uplifting — a moment of pride, not an errand to endure. This campaign was conceived with a larger vision: to create positive cultural traditions that make civic engagement feel as natural and meaningful as gathering around the table with family.
Concept
Black-owned restaurants and their southern chefs throughout Atlanta join together to celebrate civic engagement by offering specials.
Spearheaded by James Beard-nominated Chef Todd Richards, a dozen Black-owned restaurants celebrated the act of voting by offering discounts to guests wearing an "I Voted" sticker during the Georgia Senate run-off.
With nearly half a billion dollars spent in Georgia during the run-off — money that rarely makes its way into the community — we asked a different question: what if elections were run with the intent to support the entrepreneurs, creatives, artists and activists that drive the city forward?
December 18, 2020 — January 5, 2021
Inspiration
This campaign was inspired by civil rights icon John Lewis, who served 17 terms representing Georgia's 5th district until he passed on July 17, 2020.
"Ordinary people with extraordinary vision can redeem the soul of America by getting in what I call good trouble, necessary trouble. Voting and participating in the democratic process are key. The vote is the most powerful nonviolent change agent you have in a democratic society. You must use it because it is not guaranteed. You can lose it." — John Lewis
Spokesperson
"Our communities work best when we all vote — for change and for each other. The support we have all shown each other during the last nine months of crisis must carry into the new year with this Senate race and beyond. Our restaurant wouldn't be standing without our community. I encourage everyone to do their civic duty and then go support their favorite Black-owned restaurant." — Chef Todd Richards
What We Offered Restaurants
- Website with names/locations
- A Fund (digital tip jar) to donate to restaurants
- Paid digital marketing
- Custom Social Graphics for each restaurant
- PR campaign (local news)
- Influencers promoting on social media
Restaurants offer:
- 20% discount
- 1 Free side with a meal
- Create a custom special
Everyone Wins
Voter
- A refreshing, delicious and delightful civic tradition and experience
- Associate civic engagement with soul food (warmth/family/celebration)
- Discounted and/or free food
Restaurants
- Free marketing and impressions
- Community engagement
- Increased foot traffic & sales
- A fund (Virtual Tip Jar) split among participating restaurants
Georgia
- Increased voter turnout in key areas
- Great feel-good story of Southern Hospitality
- Supports Black-owned businesses
- Supports restaurants during a pandemic
United States
- More voters equals a more representative and diverse government
- Politics can bring out the best out of people
- Redeem the soul of our nation
Mission
Our mission was to inspire voters of all ages to vote for the soul of our nation during the early voting period for the Georgia Senate run-off races. For those Georgians voting from home, and Americans across the country, they could aid the campaign through a virtual tip jar which provided essential workers and restaurant employees additional support and holiday cheer.
Creative
