Michelle Obama’s voting initiative courts Gen Z by tapping influencers

Former first lady Michelle Obama’s voter registration and engagement initiative is targeting Generation Z, launching a “Voting Squad” made up of popular content creators and aimed at urging young people to head to the polls.

Some of the content creators joining the effort announced Tuesday include Brandon Edelman, who is known as Bran Flakezz on TikTok and boasts more than 1.4 million followers; “plant enthusiast” Paige Tailyn; physician and “medical mythbuster” Joel Bervell; and influencer Leon Ondieki, who’s followed by 4.5 million TikTok users.

Cameron Jerrard, J.C. Carter, Wildlin Pierrevil, Justin Frett, Scot Louie, Olive Okoro, Carrie Snipes and Gabriel Zamora will also be part of the appeal to Gen Z voters.

The group, described by When We All Vote as a “nonpartisan network of content creators,” will “use their authentic voices, styles and platforms to share relevant election information with young voters, including important dates and deadlines in their states, how the issues young people care about are on the ballot and fact-checked voter resources.”

“At a time when lack of accurate information is one of the main barriers preventing Gen Z from voting, the Voting Squad will serve as trusted messengers to reach and resonate with young voters ahead of the 2026 midterm elections,” Obama’s organization said in an announcement timed to coincide with National Voter Registration Day on Tuesday.

“Registering to vote takes less time than our daily doomscrolls, and we’re excited to bring hope, community and reminders of the power of our voices back into our timelines with our Voting Squad,” said Kalisha Dessources Figures, a senior adviser for When We All Vote.

Obama launched When We All Vote in 2018, saying at the time that “our democracy and the country we love requires our attention, voice and participation.”