Client: League of Women Voters


The Objective

Create a chat experience to motivate and drive more eligible voters to the polls on Election Day 2018

The Solution

Nearly 50% of eligible voters did not vote in 2016. Their reasons for not voting include scheduling conflicts, inconvenient hours, and simply forgetting to vote. At CarrotNewYork, we know behavioral interventions help audiences overcome barriers to action. So CNY designed a gentle nudge in the form of a text, to motivate eligible voters to get to the polls.

To start, we applied research in behavior science that shows that making concrete plans can help people translate goals into actions. A chatbot invited supporters of the League of Women Voters to opt-in to receive a reminder text to vote on Election Day. By offering to send a reminder, our chatbot prompted recipients to begin making plans to vote.

The chatbot also engaged participants with questions about their intentions to vote and the issues, and provided a link to resources available at Vote411. Combined with messaging that suggests voting is the norm, the chatbot sparked conversation as well as behavior change in order to increase participation in the 2018 elections.

The Results

CNY followed up with a survey to learn more about our target audience’s behaviors, experiences, and attitudes on Election Day. Highlights from the research include:

  • 174 supporters of the League opted-in to receive an Election Day reminder 

  • 26% of participants voted on Election Day

  • 39% of participants completed the follow-up survey