By Mara Gerstein

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What is a representative democracy? Why is it good, important, and worth saving? What do representative democracies require to thrive? And what is one’s civic responsibility in a representative democracy?

The People Votes is an educational initiative aimed at mobilizing Americans to vote. We are raising money for our 2018 campaigns to mobilize Americans who don’t vote at all, or don’t vote consistently. Our inaugural campaigns will target a combination of young people (including 4 million people who have or will turn 18 in 2017 alone), low income people, people of color, immigrants and ex-felons. The campaigns will also address the challenges faced by particular demographies in the quest to vote, which may include the logistics of registration, local voting requirements, and advance planning.

The People Votes will live across digital channels, adding broadcast channels and out-of-home as funding allows. It will use local influencers and the tools of pop culture to “make civics cool” and capture the attention of a distracted electorate in key states in 2018. The campaigns aim to be fun, engaging, emotional, and speak to typically unasked questions, with the goal of fostering a personal connection to one’s civic duty.


The People is a coalition of creatives and techies that develop and create cutting-edge content in defense of democracy that is primarily distributed through social-media targeting and ongoing experimentation/influencer marketing innovation. Founders of The People include Emmy and Academy Award winners, and veterans of eBay, Goldman Sachs, MTV Networks, Sapient, and Atlantic Media. The People pursues its own initiatives and provides content and distribution services to strategically-aligned partners.

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