
Young adults in Hamilton County will see a new kind of political ad on their screens between now and Election Day — one with no candidates, no parties and no scripts.
The nonpartisan, nonprofit group ReCenter Indiana launched a six-week video campaign Monday aimed at residents ages 18 to 24 in Hamilton, Marion and Boone counties. The videos feature real young voters filmed outside polling places during last May’s primary, talking about what casting a ballot felt like.
The campaign is built around a single invitation: “Hey, can I vote with you?”
Some of the footage was shot in Carmel, alongside sites in Lawrence and Zionsville. Young adults in each of the three counties will see ads made for their own county — three 30-second spots apiece — directing them to a county-specific ReCenter Indiana webpage covering voter registration, ID requirements, early voting, Election Day voting, wait times and the Election Protection Hotline.
The ads will run through Nov. 3 on YouTube, Instagram and connected TV services including Netflix, HBO and Peacock. The group projects more than 1.5 million impressions. A $50,000 grant from the Glick Fund paid for the campaign.
“Instead of actors reading scripts, our videos feature authentic, young Hoosier voters — saying in their own words — why they’re enthusiastic about voting,” said Jocelyn Vare, executive director of ReCenter Indiana. “And, importantly, these voting experiences are built around the invitation, ‘Hey, can I vote with you?'”
The turnout problem
Indiana is perennially among the lowest-turnout states in the country, and young Hoosiers lag even that. In the 2024 general election, 39% of Indiana young adults voted, compared with 47% nationally, according to the Tufts CIRCLE youth voting report.
The campaign grew out of ReCenter Indiana’s 2025 Young Adult Non-Voter Research Study, funded by the Nicholas H. Noyes Jr. Memorial Foundation and conducted jointly by Bellwether Research and Hart Research. Researchers surveyed 307 residents of Hamilton, Marion and Boone counties between 18 and 34 — all registered to vote in 2024, none of whom did — and convened a focus group.
The findings pushed back on the idea that young nonvoters simply don’t care. Participants said they were invested in their communities but often felt government wasn’t listening or that their votes wouldn’t change outcomes. Nearly half, 45%, said they had never voted, and those respondents were more likely to say they distrusted the electoral process or lacked information about candidates and issues.
They also cited practical obstacles: work schedules, limited voting hours, long lines at polling places and missed deadlines.
“Young adults matter, and their voices belong in every election,” said Adrianne Slash Tucker, ReCenter Indiana’s vice president. “Our research helped us understand the obstacles young Indiana voters face. We designed this campaign to build confidence in the voting process and remind young Hoosiers that their votes matter.”
Why the peer approach
The group points to a 2019 Turnout Nation study finding that registered voters steadily encouraged by someone they knew were 13.2 percentage points more likely to cast a ballot — an approach researchers found more effective than any other method tested over two decades.
All nine videos are available to watch and download on ReCenter Indiana’s YouTube playlist, and the group is asking Hoosiers to share them with a young adult and then ask the question themselves.
Key dates for the Nov. 3 general election: Indiana’s voter registration deadline is Oct. 5. Early voting begins Oct. 6. Election Day is Tuesday, Nov. 3.
More at ReCenterIndiana.org.