As Taylor Swift’s Eras Tour returns to the United States with a concert in Miami, the Democratic National Committee (DNC) is seizing the opportunity to encourage young voters to participate in the upcoming election. The DNC has launched a Taylor Swift-themed Snapchat filter in key battleground states, including Florida, in an effort to boost voter turnout among young people.

The Snapchat filter, which reads “I’m in my voting era,” allows users to tap through various issues such as reproductive rights, climate action, racial justice, and student debt relief, and select the ones that resonate with them. The filter then directs users to IWillVote.com, the Democratic Party’s flagship voter education website, where they can learn more about casting their ballot in the upcoming election.

According to Rosemary Boeglin, DNC communications director, the organization wants to capitalize on the excitement surrounding Taylor Swift’s concert to reach young voters, women, and the LGBTQ community. “We wanted to be creative in the ways that we’re reaching some key voters to talk to them about the issues that are going to matter most in this election,” Boeglin told Mashable.

In addition to the Snapchat filter, the DNC is also placing ads on a boat near Swift’s concert venue and on billboards across Miami, with messages such as “I’m in my Kamala Era” and “A new way forward…Ready for it?” The ads also direct viewers to IWillVote.com.

This is the first Snapchat filter the DNC has launched this election cycle, and it is part of the organization’s strategy to meet young voters where they are in a fractured media environment. According to Snapchat, the platform has more than 100 million users in the United States, with around 80% of them eligible to vote.

The DNC’s efforts come after Taylor Swift endorsed Vice President Kamala Harris in an Instagram post after the Presidential debate, writing, “I will be casting my vote for Kamala Harris and Tim Walz in the 2024 Presidential Election. I’m voting for @kamalaharris because she fights for the rights and causes I believe need a warrior to champion them.” The custom voter registration link she posted on her Instagram story saw over 405,000 visitors.

Meanwhile, a grassroots organization of Swift fans, Swifties for Kamala, is distributing Harris-themed friendship bracelets across the U.S. with a QR code directing recipients to voting information. The efforts demonstrate the creative ways in which politics and pop culture are intersecting in the lead-up to the 2024 Presidential Election.