When We All Vote, a new non-partisan effort led by Co-Chair Michelle Obama, is using Aretha Franklin's iconic "Respect" as the basis for a new PSA encouraging every eligible American to get registered and ready to vote in the upcoming midterms.
The spot, directed by Maggie Burrows via RSA's Black Dog Films, features a young, diverse cast who all deliver lines from the song, which is infused with particular meaning following Franklin's recent death. They come from all walks of life and include student and blogger Bria Smith, concert cellist Sterling Elliot, Tori Streitmatter, who works with agricultural communities, Special Olympian Dominic Cavazos and up and coming musician Daniel Davila.
“In the 2014 midterms, only 23% of eligible 18-35 year olds cast a ballot,” says Kyle Lierman, CEO of When We All Vote, in a statement. "But in 2018, young people all across the country are speaking up, demanding respect and registering to vote."
The film is running on social and digital channels ahead of the voter registration deadlines starting on October 9.