More Than A Vote, the voting rights organisation launched by a collective of Black athletes and artists included basketball super star LeBron James kicked off its 2021 efforts to combat voter suppression with the launch of a new commercial called ‘More Than A Vote’ during the NBA All-Star Weekend.
The 30-second spot, which debuted on network television during TNT’s coverage of the NBA All-Star Game and was posted online on 5 March, was created by agency SS+K.
The launch creative includes an ad narrated by James (one of the 2021 NBA All-Star Game’s two captains) which seeks to drive viewers to the organisation’s new website at MoreThanAVote.org.
The work is the first round of several strategic partnerships aiming to take on the threats facing Black voters in states across the country and to combat a wave of measures aimed at rolling back the gains made by Black voters in the 2020 general election.
The 2021 NBA All-Star Game was held in Atlanta, Georgia, which, for many, is seen as ground zero in assault on voting rights as Georgia lawmakers in the state’s capitol attempt to specifically eliminate the methods disproportionately used by Black voters in the 2020 general election.
Indeed, More Than A Vote has been consistently engaged in Georgia since the January runoff and in February More Than A Vote’s fashion hub raised funds for the New Georgia Project’s efforts to combat voter suppression efforts through sales of its More Than A Month crewneck.
Earlier this week, the organisation also unveiled a new partnership with the NBA, NBPA, and Georgia NAACP aimed at shining a light on these attacks throughout NBA All Star weekend in Atlanta.
“More Than A Vote has always been about more than a single vote or a single election. And this video, narrated by More Than A Vote leader Lebron James, is a continuation of that mission,” said Stevie Archer, ECD, SS+K.
Rob Shepardson, Co-Founder, SS+K, added; “More Than A Vote is carrying on with the momentum from 2020, fighting for social justice. They are uniquely positioned to fight against the massive new wave of voter suppression efforts sweeping the country.”
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