Engaging the Next Generation: Driving the Largest Increase in College-Age Voter Participation in Maine’s History

Challenge

Across the country, civic organizations have long struggled to convert enthusiasm among young people into actual participation. In Maine, this challenge was particularly stark: despite strong interest in political issues, college-age voters consistently turned out at lower rates than any other demographic.

When a coalition of civic partners set out to change that, they needed more than a campaign — they needed a strategy that could authentically connect with young Mainers and motivate them to show up. The goal was ambitious: make voting not just accessible, but part of campus culture.

Our Approach

Fog Signal Strategies designed and led a statewide initiative that combined research-driven strategy, creative storytelling, and peer-led organizing to meet young voters where they were — and move them to act.

Our work unfolded in four key phases:

1. Research & Insight Development
   We began by mapping out the motivations, barriers, and communication channels of Maine’s 18–24-year-old voters. Through survey data, digital engagement analysis, and campus interviews, we identified the real friction points — not apathy, but confusion, logistics, and a sense that individual votes didn’t matter.

2. Authentic, Relatable Messaging
   Rather than relying on generic “get out the vote” appeals, we built a creative framework rooted in personal stories and local pride. Our content featured young Mainers speaking directly to their peers about why they vote, and how doing so connects to their community values.

3. Peer-Led Mobilization
   We recruited, trained, and supported a statewide network of student ambassadors across colleges and universities. These peer organizers became trusted messengers — hosting registration drives, answering ballot questions, and building enthusiasm through real conversations and campus events.

4. Real-Time Optimization
   With continuous data feedback, we adjusted tactics daily — shifting resources to high-potential campuses, refining creative messaging, and scaling the most effective outreach channels. Every decision was grounded in measurable engagement outcomes.

Execution

The campaign rolled out in the months leading up to the election with a unified digital and on-campus presence.

• On social media, we delivered a consistent stream of shareable, emotionally resonant content that cut through the noise.

• On campuses, our trained ambassadors made voting a visible, social, and celebrated act — helping peers navigate registration and absentee ballots.

• Through partnerships with universities and local organizations, we extended the reach of the campaign and ensured accurate, accessible information was front and center.

This integrated approach created a feedback loop between digital engagement and on-the-ground mobilization, reinforcing participation momentum at every touchpoint.

Results

The results were historic — and measurable.

• The largest increase in college-age voter participation in Maine’s history.

• Double-digit growth in turnout among 18–24-year-olds compared to the previous election cycle.

• A repeatable model for civic engagement now used by other state and campus-based organizations.

Beyond the numbers, the campaign demonstrated how empathy, insight, and precision can transform a hard-to-move demographic into a powerful force for civic change.

Impact

This project fundamentally redefined how civic organizations in Maine approach youth engagement. It proved that connection beats instruction — that young voters don’t need to be told what to do, but inspired by why it matters and how to do it confidently.

By blending data with storytelling and empowering trusted local messengers, Fog Signal Strategies helped shift participation from an obligation to an act of ownership — giving a generation of new voters a reason to see themselves in the democratic process.

What This Means for Partners

The lessons from this campaign extend far beyond voter participation. Whether you’re driving civic action, building community trust, or mobilizing support for an issue, the same principles apply:

• Deep audience understanding

• Authentic message development

• Targeted grassroots infrastructure

• Real-time performance optimization

Fog Signal Strategies partners with civic organizations, nonprofits, and advocacy groups that want to move people from awareness to action.
We don’t just tell stories — we design systems that make participation inevitable.