DNC uses final leg of Taylor Swift’s Eras tour to energize young voters

The Democratic National Committee is using the last stretch of Taylor Swift’s Eras Tour to urge young people to vote for Vice President Kamala Harris. 

Swift, who endorsed Harris, the Democratic presidential nominee, in September, is set to perform at Hard Rock Stadium in Miami Gardens, Florida, on Friday, Saturday and Sunday.  

In conjunction with her shows, the DNC announced that it is launching a Taylor Swift-themed “I Will Vote” campaign across Florida and other battleground states.

The campaign includes Snapchat filters and advertisements that will direct Swifties and others to IWillVote.com, which provides information about voting, registration and other questions young people may have about the election. 

Trump and Harris are deadlocked, according to NBC News’ latest national poll, released Sunday. Democrats hope meeting Gen Z voters where they are will help give them a boost before Election Day.  

Hard Rock Stadium in Miami Gardens, Fla., on May 2, 2022. Kirby Lee / AP

“Democrats are reaching out to young voters where they are, from concert venues to social media platforms, to make sure they have the resources they need to cast their ballot,” DNC Communications Director Rosemary Boeglin said in a news release.

“We’re not taking any vote for granted, and we’ll continue to make sure young voters across the country know everything that’s at stake and the stark contrast between Vice President Harris’ New Way Forward and Donald Trump’s Project 2025 agenda,” she said.

Boeglin did not comment on whether Swift was involved with the initiative. A spokesperson for Swift did not immediately respond to a request for comment Friday.

Ads for the “I Will Vote” campaign will begin appearing across Miami on billboards, including a mobile billboard on a boat near Hard Rock Stadium. The advertisements will encourage young voters to embrace their “Kamala era,” the DNC said in its announcement.

The Snapchat filters, which are also set to appear in battleground states, intend to use Swiftian lingo like “era” and “fearless” to inspire young fans of voting age to head to the polls on Nov. 5, according to the DNC’s news release. 

The filter itself is interactive — when users see “In My Voting Era” at the top of their images, they can click through a series of issues, including “health care,” “democracy,” “reproductive rights,” “climate action” and more, to “be fearless for.” 

Swift’s star power has helped inspire her fan base to flock to the polls before. 

In 2018, Swift’s post on Instagram encouraging people to register to vote resulted in a surge of voter registrations, especially among young people, Vote.org said at the time. Within a day of Swift’s announcing she was endorsing Harris on Instagram, more than 337,000 people had visited her custom URL directing them to vote.org.

Before Swift backed the Democratic ticket, many of her fans had already formed the group Swifties for Kamala — which is unaffiliated with Swift, the DNC or the Harris campaign — to raise money for Harris.