BALTIMORE (November 3, 2018)–Former First Lady of the United States, Michelle Obama, joins NAACP, the nation’s largest civil rights organization, in its civic engagement campaign to increase African American voter turnout on Election Day, November 6.

Mrs. Obama’s collaboration comes in form of a Public Service Announcement (PSA) where she urges viewers to use their voice and vote in the upcoming midterm election. Watch the video here.

“Former First Lady Michelle Obama’s participation in our get out the vote efforts solidifies how important this critical midterm election is to our country,” said NAACP president and CEO, Derrick Johnson. “She is not only a prominent, powerful and invaluable figure in our community but to all that she reaches and we hope that this collaboration will encourage voters to get to the polls and vote like their lives depend on it.”

“We are honored to collaborate with Mrs. Obama on this initiative,” said Vice President of Civic Engagement, Jamal Watkins. “She is a beacon of hope and excellence for the Black community, and we have no doubt that with her influence, our message will resonate with everyone.”

NAACP’s civic engagement strategy is rooted in research done in conjunction with GSSA, a Colorado data analytics firm. One aspect of the research was to test which public figures were most influential among prospective voters and results showed that Barack and Michelle Obama were the most influential messengers.

This collaboration comes after NAACP signed a Memorandum of Understanding (MOU) with When We All Vote, Mrs. Obama’s non-profit organization which aims to register and turn out all eligible voters in the nation.

The PSA is the latest in a series of videos featuring prominent African American figures, all of whom share the message that Tuesday’s midterm elections are one of the most crucial in recent years, and that the African American community needs to vote because their lives depend on it. Previous videos have included political commentators, faith leaders, entertainers, and youth influencers.

For more information on NAACP’s civic engagement work, visit naacp.org/vote.