The B-Corp and Fairtrade certified company says it believes the power of chocolate can encourage US citizens to register to vote and launched its voter registration campaign this week.
“As a social impact company, this year has taught us that in addition to contributing to our own mission, we also have the obligation to support the communities where products are sold. Being outspoken is one of our brand values but words alone do not make us outspoken, that is why we at Tony’s have decided to act. We want everyone to make their voice heard and we want to be supporters of democracy here and around the world,” says Aidaly Sosa, US marketing head at Tony’s Chocolonely.
She says the campaign to help Americans check their registration status and register to vote for the presidential and national elections in November will hit full stride on August 28 at the Virtual March on Washington.
Tony’s Chocolonely’s viral Chocotruck will make its second appearance in Washington DC to serve as a voter registration booth in addition to sharing Tony’s chocolate and its story.
HeadCount is a a non-partisan, non-profit that promotes participation in democracy and the two organizations will run campaigns across social media and digital platforms, aided by physical activations, to provide resources and incentives for registration in the upcoming election.
“HeadCount got started back in 2004 with the goal of getting every concert goer registered to vote. Since then, we have registered over 650,000 voters while on tour with artists like Ariana Grande, Jay Z & Beyonce, and Dave Matthews Band,” says Tim Bramlette, senior director of partnerships and marketing at HeadCount.
“You can also find us at Pride parades, community events and high schools all over the country. Registering voters on a Chocotruck tour is going to be a fun, new way to engage citizens in time for the big election.”