A new national campaign is moving beyond traditional television advertising and political mailers by putting election information directly into the social media feeds of millions of young Americans.
The effort relies on familiar online personalities to deliver registration deadlines, voting instructions, and issue-based information ahead of the approaching midterm elections.
Former First Lady Michelle Obama’s When We All Vote initiative has launched a “Voting Squad” composed of popular content creators tasked with encouraging Generation Z voters to register and participate in the 2026 elections.
When We All Vote describes the group as a nonpartisan network whose members will use their established styles, voices, and platforms to reach younger audiences where they already consume information.
The organization said the participating creators collectively reach well over 20 million people across social media platforms, giving the campaign access to an audience that can be difficult for conventional political organizations to engage.
Among the participants is Brandon Edelman, known online as Bran Flakezz, whose TikTok account has attracted more than 1.4 million followers.
The campaign also includes physician and “medical mythbuster” Joel Bervell, “plant enthusiast” Paige Tailyn and influencer Leon Ondieki, who has approximately 4.5 million TikTok followers.
The creators are expected to share state-specific election dates and deadlines, explain how issues important to young voters appear on ballots, and direct their audiences toward fact-checked voting resources.
When We All Vote said that inaccurate or confusing election information remains a significant barrier to younger Americans participating.
“At a time when lack of accurate information is one of the main barriers preventing Gen Z from voting, the Voting Squad will serve as trusted messengers to reach and resonate with young voters ahead of the 2026 midterm elections,” the organization said.
The announcement coincided with National Voter Registration Day, an annual campaign intended to help eligible Americans register and prepare for upcoming elections.
Kalisha Dessources Figures, a senior adviser for When We All Vote, said the organization wants election information to appear naturally alongside the entertainment and lifestyle content younger users already view.
“Registering to vote takes less time than our daily doomscrolls,” Figures said in announcing the campaign.
She said the Voting Squad would bring “hope, community, and reminders of the power of our voices back into our timelines.”
The organization estimates that nearly 50 million members of Generation Z are eligible to participate in the 2026 midterm elections.
Creators often build credibility through personal, conversational content, allowing organizations to present election information through messengers followers already recognize and regularly watch.
That approach can produce substantial reach, although it also places added importance on transparency, accuracy and clear distinctions between general voter education and candidate advocacy.
So more political fakery by paying influencers to lie? 🤣
Michelle Obama launches Gen Z Voting Squad ahead of November midterms https://t.co/Cq2S9BWkwp
— K J Gillenwater (@kjgillenwater) September 15, 2026
When We All Vote identifies itself as a national, nonpartisan initiative focused on increasing participation, narrowing voting gaps based on age and race and changing the culture surrounding elections.
Obama founded When We All Vote in 2018 and said at the time that American democracy required citizens’ attention, voices and participation.
The Voting Squad launch does not endorse a candidate or political party, according to the organization, and its announced materials focus on registration, deadlines and election resources.
Its immediate objective is to place reminders and practical voting information into the same online spaces where Gen Z users already spend significant portions of their day.
The effectiveness of that strategy will depend on whether followers engage with the election material and ultimately translate social media attention into completed registrations and ballots, The Hill reported.
For Obama’s organization, the 2026 midterms will provide a major test of whether digital creators can turn millions of views and followers into measurable civic participation.
This article may contain commentary which reflects the author's opinion.
