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Facebook had built the Voting Information Center — accurate, up-to-date, state-specific. What it needed was a story that drove people there, in a year when getting to the ballot box was harder than it had been in living memory.

The centerpiece was a sports-ad-inspired short film that cast everyday voters as athletes overcoming obstacles to cast their ballots. Directed by Daniel Kwan and Daniel Schneider, it energized rather than lectured, and pointed everyone who watched it toward one place.

In June, Facebook set a goal of helping four million people register to vote. One week before the election it had helped 4.4 million. The campaign delivered over a billion impressions, 40 articles, 400 local broadcast hits, and 1.25M influencer interactions on Instagram and 25.1M on Facebook.