Lawn signs are one of the most reliable and impactful staples of an election. Over the years in presidential elections, there have been some iconic designs that political junkies associate with specific candidates. In a new campaign, echoing one of the most crucial issues of our time, the names of those killed through police brutality replace politicians’ names.
The work, “Vote for Them,” from Goodby Silverstein & Partners for the Courageous Conversation Global Foundation (CCGF), reminds people that it’s not a vote for a candidate, but one for those who cannot vote due to the actions of the police.
Displayed in front of the White House and U.S. Capitol, several signs, with familiar designs, cut a striking image. Breonna Taylor’s lawn sign is a replica of Donald Trump and Mike Pence’s, Joe Biden and Kamala Harris’ design is for George Floyd. Some other past campaigns include Stephon Clark replacing Ronald Reagan and George H.W. Bush from their 1984 campaign, and Philando Castile swapped for John McCain and Sarah Palin’s maligned 2008 run to the White House.
People can get their hands on the designs at VoteForThem2020.com to create their own signs to put in a lawn, paste on a window or post to social media.
“This is a campaign that causes us to recognize that the vote is not just for the people running, but for those who no longer can vote. It’s the people of color who are no longer with us because their lives were ended by police brutality,” said Glenn Singleton, founder and board chair of CCGF, and president and founder of Pacific Educational Group. “We’re voting for them.”
According to the project’s creative leads, GSP associate creative director Rony Castor and Anthony O’Neill—who worked with Singleton on several other campaigns, including one in Tulsa earlier this year—the familiarity of the form factor (a yard sign) and past, iconic designs initially draws people in, but with an important twist.
“You don’t need to change a lot to bring people in. Sometimes, it’s just one thing,” said Castor. “It’s provocative because people realize that it is different and designed to get people to go to the Instagram handle and research and learn about the issues.”
The creative duo, part of Adweek’s Creative 100 class of 2020, has worked on several prominent campaigns, both with CCGF and outside, that focus on social issues, specifically, racism and police violence.
“When you’re Black and creative, all of [these issues] come to work,” said O’Neill. “We’ve always said that our duty, responsibility and obligation is to keep the issues that impact people at the forefront—and to use our creative platform to do good. If there’s something that bothers us as Black men, we bring that fully into our work.”
Board Chair, Courageous Conversation Global Foundation (CCGF): Glenn E. Singleton
Director of Communications, Courageous Conversation: Gabriel Joshua Gima
Executive Director, Courageous Conversation Global Foundation (CCGF): Andrea Johnson
Co-Chairmen: Jeff Goodby and Rich Silverstein
Chief Creative Officer: Margaret Johnson
Associate Creative Director: Anthony O’Neill and Rony Castor
Art Director: Mila Wizel
Copywriter: Sophie Lichtman
Designer: Tana Cieciora
President: Derek Robson
Assistant Account Manager: Rachel Diaz
Brand and Communication Strategy
Partner, Head of Brand Strategy: Bonnie Wan
Partner, Head of Communication Strategy: Christine Chen
Director of Communications: Meredith Vellines
Brand Strategist: Madison Cameron
Communication Strategist: Matt McNamara