The Democratic National Committee on Friday launched a new campaign to get out the vote among young voters in battleground states using Taylor Swift-themed messaging.
The new campaign, which is debuting before Swift kicks off the final leg of her Eras Tour in Miami this weekend, will urge voters to enter their “Kamala Era” and visit IWillVote.com.
Along with billboards in Miami carrying the messaging, the DNC is also launching a new Snapchat filter urging young voters to be ‘“fearless’ on the issues that will decide this election,” reads an announcement from the DNC. Fearless is the title of Swift’s second studio album and is one of the “eras” she performs on her Eras Tour.
The filter will allow users to select from a number of issues to “Be fearless for,” including LGBTQ+ rights, economic opportunity, climate action, democracy, student loan debt relief, and more.
Swift endorsed Harris last month after former president Donald Trump posted a false AI statement claiming that Swift had endorsed him.
“I will be casting my vote for Kamala Harris and Tim Walz in the 2024 Presidential Election,” Swift wrote in a statement on Instagram to her more than 280 million followers. “I’m voting for @kamalaharris because she fights for the rights and causes I believe need a warrior to champion them. I think she is a steady-handed, gifted leader and I believe we can accomplish so much more in this country if we are led by calm and not chaos.”
The mega-star previously supported the Biden-Harris campaign in 2020.
Swift has long expressed support for Democrats and left-wing politics, starting in 2018 when she endorsed a Tennessee Democrat running against now-Senator Marsha Blackburn, a Republican. She’s expressed concerns about money fueling patriarchy. In 2022, she tweeted that she was “absolutely terrified” after the Supreme Court overturned Roe v. Wade, and retweeted a Michelle Obama statement on the ruling.
The DNC said in a statement that the 2024 presidential election “will determine the future for young voters, from student loan debt relief and economic opportunity to whether they have fewer rights than their grandmothers said did.”
“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,” said Rosemary Boeglin, DNC Communications Director, “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.”
Democrats are going all-in on the pop culture appeal, with Usher and Lizzo set to campaign on Harris’s behalf in swing state events this weekend.
Lizzo is set to appear with Harris at a Detroit rally on Saturday, CNN reports. After rallying with the Detroit native, Harris will travel to Atlanta for a rally with Usher.
“There’s so many important issues on the ballot this year,” Lizzo previously told attendees at Fortune’s Most Powerful Women Summit. The singer urged the crowd to “please vote” and revealed she had voted early for Harris.
The pop singer was rocked by controversy last year when she and her Big Grrrl Big Touring Inc. were hit with a lawsuit from three of her backup dancers who claim she and the touring company created a hostile work environment through a wide range of legal wrongdoing, including sexual harassment and religious and racial discrimination.