HARRISBURG, PA — As Pennsylvania gears up for the upcoming general election on November 5, the Department of State has unveiled a comprehensive digital advertising campaign aimed at enhancing voter education, particularly among older Pennsylvanians. This initiative is part of the Shapiro Administration’s ongoing commitment to ensuring that every eligible voter has the opportunity to participate in a secure and transparent electoral process.
The campaign, which commenced in late September, strategically utilizes modern digital platforms such as YouTube, Facebook, and Instagram to disseminate crucial information on voting-by-mail and election security measures. Secretary of the Commonwealth Al Schmidt emphasized the importance of these ads, stating, “These informative ads on YouTube, Facebook, Instagram, and more strategic media partners educate voters across the Commonwealth on important topics.”
Older adults have been identified as a key demographic for this initiative due to their higher likelihood of facing challenges with mail-in voting. Data from the 2024 primary election indicated that the rejection rate for mail ballots among voters aged 80 and above was more than twice that of those aged 50 and below. Common issues included errors such as missing signatures or dates on the ballot return envelopes, highlighting the need for targeted educational efforts.
The advertising campaign features a range of materials, including 15- and 30-second videos available in both English and Spanish, designed to guide viewers to resources like the new Election Security in Pennsylvania webpage. By addressing specific concerns of older voters, these materials aim to reduce ballot rejection rates and ensure that every vote cast is counted accurately.
Funding for this robust campaign comes from the 2024 Help America Vote Act (HAVA) grant received earlier this year. The grant supports a multifaceted approach to voter education that includes posters in public buildings and libraries, QR codes on retail receipts, and voter information in diverse media such as music-on-hold for state agency calls. Additionally, the Department of State’s online voter education toolkit offers shareable election facts in multiple languages, broadening the reach of this critical information.
With key deadlines approaching, the Department of State reminds voters that the last day to register is October 21, while mail ballot applications are due by October 29. On Election Day, polls will be open from 7 a.m. to 8 p.m., with mail ballots required to be received by the latter cutoff.
By implementing this targeted campaign, Pennsylvania aims to bolster election integrity and voter confidence. The state’s concerted efforts to educate and empower older voters are vital to maintaining a democratic process that is both fair and accessible, ensuring that all citizens, regardless of age, can make their voices heard in this pivotal election.
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