We know at Tomorrow Movement that building a movement needs more than just passion—it takes strategic communication and messaging across a range of medias. That’s why we’re using the PESO Model (Paid, Earned, Shared, and Owned Media) to amplify our movement, educate young people, and turn online energy into real-world action.
Here’s how we’re using each part of the PESO model to build the Youth Voter Bloc—a movement of young people fighting for good jobs, great public services, and a safe climate for all.
What is the PESO Model?
The PESO Model® was created by Gini Dietrich of Spin Sucks https://spinsucks.com/ultimate-peso-model-guide/ and breaks media into four key categories:
- Paid Media – Content we pay to promote
- Examples: Social media ads, sponsored posts, search engine marketing
- Earned Media – Coverage we secure from third parties (without paying)
- Examples: News articles, interviews, endorsements from allies
- Shared Media – Content we post on social platforms (where engagement is out of our control once shared)
- Examples: Instagram posts, TikTok videos, community forums
- Owned Media – Content we fully control on our own platforms
- Examples: Our website, email newsletters, SMS updates
Each type of media plays a different role in growing our movement. Here’s how we’re using them to build awareness, foster community, educate young people, and drive action.
Our PESO Strategy for the Youth Voter Bloc
1. Build Awareness & Visibility
Goal: Make sure young people know the Youth Voter Bloc is a force to be reckoned with.
Paid Earned Shared Owned
- Run targeted ads on Instagram & TikTok promoting our mission
- Pitch stories to media about our impact
- Share bold graphics like “47% of Voters Are Young People. Let’s Unite!”
- Blog posts on our website about Youth Voter Bloc actions
- Sponsor posts in key regions to recruit more young people
- Secure op-eds in youth-focused publications
- Tease events with short videos (“3 Days Until We Paint the Town!”)
- Email updates to keep supporters informed
2. Foster Community & Connection
Goal: Create a sense of belonging so young people feel part of something bigger.
Paid Earned Shared Owned
- Boost posts spotlighting personal stories
- Highlight local organizers (“Meet the Naarm Team Fighting for Climate Justice”)
- Host webinars on YouTube
- Get local media coverage of our events
- Share testimonials (“Why I Joined the Movement”)
- Dedicated website section for community stories
3. Educate & Empower
Goal: Give young people the knowledge and tools to take action.
Paid Earned Shared Owned
- Promote explainer videos through ads
- Share bite-sized explainers (“How Preferential Voting Works in 60 Seconds”)
- Publish in-depth guides on our website
- Sponsor posts about upcoming workshops
- Collaborate with educators on panels
- Myth-busting posts (“No, your vote doesn’t have to go to a major party!”)
- Email newsletters with key resources
4. Drive Action & Mobilization
Goal: Turn online engagement into real-world impact.
Paid Earned Shared Owned
- Ads for rallies, training sessions, and events
- Media coverage of major actions (“Youth Voter Bloc Hosts Candidate Forum”)
- Post event recaps (“Look What We Did Last Weekend!”)
- “Take Action” page with clear steps
- Recruit volunteers via targeted ads
- Partner with orgs to amplify campaigns Share photos from actions (postering, rallies)
- Email toolkits for local organizers
Why This Matters
With young people making up 47% of voters, we have the numbers to shift power—but only if we organize strategically. The PESO Model helps us:
✅ Reach more people (Paid & Earned Media)
✅ Build a connected community (Shared Media)
✅ Equip young people with knowledge (Owned Media)
By using all four types of media, we’re making sure our movement can’t be ignored.
Join the Movement
Want to help shape the future? Get involved with the Youth Voter Bloc today!
How do you think we can best use media to build youth power? Drop your ideas in the comments! 🔥
