Division A - Public Relations Programs
Category 2 - Public Service
COUNT ME IN! A Community Outreach Program for Minority Populations
Vicki Davis, Kherri Anderson, Martin County Supervisor of Elections Office
Judges' Award
Research/Situation Analysis:
Based on county and Elections Office statistical information, voter
registration and Election Day turnout is historically low among
minorities in Martin County (African-Americans, Hispanics, Latinos and
persons with disabilities). Primary and secondary research was
performed by staff in January 2006. Data was generated from county
demographics and Elections Office voter software. Additionally, through
partnerships with the local NAACP chapter, the Latin Chamber of
Commerce and organizations that provide services to disabled citizens,
focus groups were conducted to identify voter obstacles and needs. Not
wanting to disenfranchise eligible voters, the Supervisor of Elections
initiated a voter registration outreach program for minority
populations.
Objectives: In order to boost minority voter
registration and Election Day turnout, four objectives were created:
(1) To increase minority voter registration by a minimum of 10% based
on comparisons of the 2002 and 2006 Governor’s election; (2) To
increase minority outreach activities by 50% as compared to the
previous year (10 events); (3) Establish/increase relations with local
minority organizations (baseline is zero as this is a first-year
effort) (4) Implement the program and remain within a budget of $4,000.
Implementation: Phase one of the voter
registration outreach program was to assemble civic leaders and
administrative staff of local minority organizations in order to
develop program strategies and gain support. Churches and community
events were selected for voter registration drives and voting machine
demonstrations. Radio broadcasts were recorded by local prominent
African-American leaders. Additionally, in an effort to engage visually
and hearing impaired residents, staff developed voter drives that
included Braille sample ballots and specially equipped voting machine
demonstrations. Clients from agencies that included Helping People
Succeed, 20/200 Fellowship, Association for the Rights of the
Challenged and Deaf & Hard of Hearing Services of the Treasure
Coast were thrilled to receive this first-time advocacy. Four thousand
newsletters were distributed to targeted businesses, agencies and
individuals; three thousand voter guides were distributed; the outreach
coordinator participated in 26 community events demonstrating voting
machines and registering voters.
The second phase of the program
focused on meeting the needs of our Spanish-speaking voters. At this
time, our county is not required to provide bilingual voter materials;
however, the Supervisor of Elections was concerned about the lack of
Hispanic/Latino voter turnout. Taking a pro-active approach, staff met
with the local Latin Chamber of Commerce and participated in a
state-wide bilingual task force. As a result, voter materials are now
available in Spanish; voter drives have been held in Hispanic/Latino
neighborhoods, radio broadcasts were created in Spanish prior to the
2006 Elections and participation in a recent Latin Chamber Expo
generated much interest and raised awareness among this minority group.
Additionally, the Supervisor of Elections Office website is in the
process of being translated into Spanish.
Evaluation: The outreach program achieved each of
its objectives. Comparing minority voter registration for the 2002 and
2006 Governor’s election, there was a 17% increase. Using the same
demographics and election races, voter turnout also increased by 5%.
Participation in outreach activities exceeded the 50% goal with 26
outreach events. Staff registered 38 new voters with special needs,
including a blind woman that did not realize she could cast her vote
independently in spite of her disability. Representatives from the
NAACP, Latin Chamber of Commerce and Deaf & Hard of Hearing
Services of the Treasure Coast, and Coalition for Independent Living
Options are active members of the Supervisor of Elections Community
Advisory Committee. Partnerships and outreach activities continue to
expand throughout Martin County, creating “unity in our community.”
Budget: The program successfully remained below
the budget. Cost for creating radio broadcasts & airtime ($1,000),
Newsletter Printing ($900), Printing for voter guides, posters, flyers
($600), Postage ($390), Latin Expo fee ($125), website translation
(internal/staff). Total cost = $3,015