Brands and agencies are turning their focus to increasing voter turnout for this election cycle by reminding people to register and providing them with information on how to do so. In many ways, it’s a marked shift from the 2016 election where marketers were more content to stay on the sidelines or fall back on humor. Now, many are focused on getting messages out about the importance of voting and are leaning into taking a stance on cultural issues.

“Public demand for companies to be active leaders in celebrating democracy is higher than ever before, especially among the young generation,” said Carolyn DeWitt, president of Rock the Vote, a nonprofit dedicated to mobilizing younger voters.

“We don’t shy away from the anger that is very real in America right now,” said MJ Deery, director of Duncan Channon’s purpose practice. “We put a lot of energy and edge into a campaign that is desperate to reach people.”

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