Today, the campaign unveiled "For All," "a campaign initiative designed to engage young Americans between the ages of 18 and 29" and that "illustrates the shared values of the President and young Americans across the country: that if we work together, we can continue to move this country forward."
The effort launches on Instagram. Young voters are asked to write a message on their hands, put that hand over their hearts and take a photo, which they will then tweet with the hashtag #forall.
There is also a website specifically dedicated to the demographic.
It's a savvy play and guaranteed to drive engagement. The only drawback I can think of is the potential of the social-media paradox, in which people "raise awareness" or "build support" on Twitter of Facebook--but then forget to actually show up in the real world and perform the real action they've been talking about.