Happylucky's 'Mark the Ballot' Makes Voting Fun and Relatable

Happylucky CEO, Emily Stutzman

The queer-owned, woman-led creative collective agency Happylucky released a campaign for the state of Washington last year to boost trust in elections (and specifically mail in voting). They broke with tradition to create an animated character (Mark the Ballot). Instead of the prototypical voting-as-obligation message with self-produced 45-minute tutorials, they went with short videos and out of home. YouGov confirmed a significant uptick in trust, and the state is poised to expand the program for the 2026 midterms.

This is Happylucky’s second successful political campaign. The agency created an election mascot for Oregon, Blobby, lead to a Voting Feels Good in Oregon campaign in 2022. That led to the invitation from Washington State. Happylucky is known for campaigns with a cultural bent, especially for youth. That jibed with the audience for Mark the Ballot – primarily young, rural, and underrepresented voters with higher distrust in local politics. This campaign couldn’t feel like a government pitch.

In addition to videos like this one, Mark life-sized cut-outs appeared at Seattle Seahawks games and other popular venues. Mark was on billboards in relevant neighbourhoods, in print ads, and on radio through partnerships with local DJs. The Seahawks also did game-day experiences with athletes. Of course, there was a lot of social media.

People exposed to the campaign gained 36% more confidence in Washington’s government to do what’s right and fair, and 12% more trust in the state’s elected officials.

“This campaign isn’t just a success story—it’s a roadmap for governments everywhere," says Emily Stutzman, co-owner and CEO of Happylucky. "Mark’s bipartisan and disarming approach built trust with sceptical voters and helped restore faith in Washington’s election system.”

“Reaching the right audience is key to any successful campaign,” added Emily. “By engaging niche demographics—particularly those sceptical of elections—we effectively combated misinformation in a way that was fun, educational, and engaging."