New Data Shows Power of Voter Education in Washington State
OLYMPIA — The 2024 “Mark the Ballot” campaign from the Washington Office of the Secretary of State measurably increased public trust in the state’s election system and raised awareness of the ways state and local election officials work to keep vote-by-mail ballots secure.
According to post-campaign survey results, people who reported seeing the “Mark the Ballot” campaign expressed 36% more confidence in the state government to do what’s best and fair, and 12% more trust in Washington’s election officials. They were also able to identify 15% more security measures used to safeguard the vote.
Launched ahead of the primary and general election in 2024, “Mark the Ballot” introduced Washingtonians to Mark, a friendly animated character who explained how Washington’s election officials ensure secure, accessible, and accurate elections. The statewide campaign focused on reaching communities across the state with relatable messaging tailored to their local experience.
“We successfully reached rural communities, marginalized populations, and entry-level voters, and our messages made a difference,” said Washington Secretary of State Steve Hobbs. “This campaign responded to a growing need to not just encourage voting, but to also build confidence in how our system works. Washington has long been a leader in vote-by-mail, and Mark the Ballot helped us show voters — in a relatable, local way — how we balance access with security.”
Happylucky, the creative agency behind “Mark the Ballot,” worked closely with the Washington Secretary of State’s Office to deliver Mark’s message across multiple platforms. The campaign included strategically placed billboards, friendly videos, and social media content — all designed to reflect the character and values of local communities. In Spokane, for example, a billboard read: “Vote by mail is as smooth as a stroll in Riverfront Park.”
Happylucky Co-Owner and Chief Creative Officer Ben Hennes agrees. “This is the first time the Washington Secretary of State’s Office has used a character-led communication tool to speak to its constituents, and Mark’s community-first message really resonated,” Hennes said.
According to Dr. Lee Shaker, an assistant professor at Portland State University who studies mass and political communication and conducted before-and-after surveys of communities who encountered the campaign, nearly one-third (28%) of Washington voters did not have confidence in the state’s vote-by-mail system when the Mark campaign was rolled out.
“We focused on two groups with low levels of electoral trust: young people and people of color,” Shaker explained. “Mark succeeded in reaching these audiences, significantly increasing their knowledge of the election security measures that Washington state implements and substantially increasing their trust in the electoral system.”
So, what’s next for Mark? With worries about election fraud still making headlines nationwide, Hobbs and Hennes agree that Mark’s work is only beginning.
“Voters need information they can count on, and they respond best when it comes from voices rooted in their own communities,” said Hobbs. “With so much uncertainty at the federal level with how elections are expected to be administered, it’s more important than ever for our office to lead with clarity and transparency. That’s what makes Mark such a valuable messenger. He helps us deliver credible information in a way that’s approachable and engaging.”
The Office of the Secretary of State is now exploring ways to expand “Mark the Ballot” ahead of future election cycles, including growing the Community Toolkit to support more languages, producing new content to address additional election integrity topics, and participating in more community events. Updates about Mark’s recent journey across the state will be shared on OSOS social media accounts in the coming weeks.
Further elections information for voters can be found on the OSOS website at sos.wa.gov/elections.
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Washington’s Office of the Secretary of State oversees areas within state government including managing state elections, registering corporations and charities, and governing the use of the state flag and state seal. The office operates the State Archives and the State Library, documents extraordinary stories in Washington’s history through Legacy Washington, and administers the Combined Fund Drive for charitable giving by state employees and the Productivity Board state employee suggestion program. The Secretary of State also oversees the state’s Address Confidentiality Program to help protect survivors of crime.
Happylucky is a Queer-owned, independent, nontraditional creative agency. Rooted in a fringe perspective, we’re here to create brand work with a lifespan beyond a millisecond. We’re not interested in quick hits or easy answers. We build from the edges, where real culture happens. Whether it's brand identity, campaigns, experiential or community-building activations, the goal is to make work that's not just seen and heard but felt.