Snapchat Rolls Out Run for Office Mini

  • Oct 12, 2021
  • David Cohen
  • Adweek

Its aim is to push younger people in the US to become candidates

Snapchat reaches 90% of people between the ages of 13 and 24 in the U.S. Snap Inc.

The newest Snap Mini is aimed at encouraging its younger users in the U.S. to consider running for local office.

The Run for Office Mini is powered with information from BallotReady on more than 75,000 upcoming elections on the federal, state and local levels, and Snapchatters can search for potential opportunities to become candidates based on the issues that interest them the most.

Snapchatters in the U.S. can access the tool by opening the application and swiping down on the camera screen to access the list of Minis, or by searching for “Run for Office” in the app.

In addition to exploring potential opportunities for themselves, users can nominate friends who they see as good fits for roles.

The My Campaign Dashboard will outline all the necessary steps for participation, including filing deadlines, signature requirements and contact information for local election offices.

Stickers to help users get started on their campaigns are also available.

The Run for Office Mini will also connect Snapchatters with experienced candidate recruitment organizations and training programs such as Emerge America, Ignite, LGBTQ Victory Institute, New American Leaders, New Politics, Run GenZ, Run for Something, Running Start, Vote Run Lead and Women’s Public Leadership Network.

Snap said Snapchat reaches 90% of people between the ages of 13 and 24 in the U.S., noting that only 6% of state legislators are under the age of 35.

The company added that the Run for Office Mini builds on its efforts prior to the 2020 presidential election in the U.S., when it teamed up with BallotReady and TurboVote on a suite of voter engagement tools to help its users register to vote, understand their ballot, make a plan to vote, and learn about voter protection resources.

Those efforts helped drive over 1.2 million Snapchat users to register to vote in last year’s election.

Snap is also teaming up with the Center for Information & Research on Civic Learning and Engagement (CIRCLE) at Tufts University’s Tisch College to better understand the barriers that prevent some younger people from running for office and create more equitable pathways to civic engagement and public service.

The company said in a blog post Tuesday, “Snapchatters are eager to get involved and make a difference in their local communities—and we’re excited to do our part to help remove the barriers that have historically kept young people from getting involved in their communities to make a difference. We can’t wait to see all the Snapchat Generation will do.”

And New American Leaders president Ghida Dagher said in an email, “Running for office shouldn’t be just for those who are white and wealthy. If we want a democracy that works for and represents all of us, then we need leaders who reflect our increasingly diverse, multicultural communities. We are thrilled to partner with Snapchat to connect with and inspire the next generation of organizers, dreamers and advocates, showing them that they are the leaders we have been waiting for. Generation Z and millennial new Americans have the experiences needed to run, win and lead, and we can’t wait to support them on their leadership journey.”