WA Secretary of State launches campaign to curb vote-by-mail misinformation

The Washington state Office of the Secretary of State (OSOS) has invested in a large-scale campaign to highlight the safety and security of the state’s vote-by-mail process ahead of Washington’s August primary election and November general election. Created with agency partner Happylucky, the campaign uses stylized, rooted-in-place imagery and animation to promote the integrity of a process that has enabled accessible and secure voting throughout Washington for more than a decade. This campaign’s positive messaging helps all Washington voters understand how vote-by-mail works, celebrate their democratic rights, and encourage participation. “Washingtonians should know our elections are conducted securely and transparently by trained and dedicated election officials,” Secretary of State Steve Hobbs stated in a news release. “These election administrators, in every county, are our neighbors and deserve our trust. By partnering with Happylucky, we can inform voters statewide of the safe, secure, and transparent processes we use to conduct every election.” Although a survey conducted in 2022 found a majority of Washington voters trust the state’s vote-by-mail system, falsehoods about its security persist, particularly in state and national elections. The public awareness campaign by OSOS and Happylucky provides an uplifting, straightforward approach to reach audiences where their confidence is fostered: within their local communities. The campaign utilizes traditional and digital channels plus community-based partnerships with an additional focus on rural, historically marginalized and entry-level voters. A newly created animated character, “Mark the Ballot,” leads the campaign, spreading information and enthusiasm to voters by showing the journey of a ballot, providing education on how voter rolls are updated, and sharing Washington’s history as the second state to adopt vote-by-mail. “Our goal was to imagine a vibrant world where the ballot springs to life, infused with a generous dose of eccentricity for an edutainment approach,” said Guy Cappiccie, associate creative director at Happylucky. “It’s about making civic engagement feel less like a duty and more like a collective journey.” Voters can find more election information on the OSOS website at sos.wa.gov/elections.

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