San Mateo County Chief Elections Officer Warren Slocum produced “Vote 2004 – In Their Own Words,” a public service television spot aimed at encouraging people to register and vote in the upcoming Presidential General Election.

The spot looks at the dismal voter turnout out in the March 2004 Primary Election (36% statewide) and asks people, “Did you vote?” The stars in this TV spot are the fourth grade students of Mareva Godfrey who teaches at Highlands Elementary School in San Mateo . They participated in a role-play exercise led by their teacher, discovered the power of voting and learned about the vast number of eligible citizens who are non-voters in California.

“When my students were deprived of the right to help make an important decision regarding the curriculum, there was a mix of dismay, anger, frustration and confusion. Upon learning that the votes counted in the exercise mirrored the turnout in the March 2004 Primary, they were at a loss as to why someone that could vote would not bother to vote,” explained Godfrey. The TV spots are an audiovisual collage of their experience and their feelings about voting fresh from this exercise.

Warren Slocum, Chief Elections Officer for San Mateo County, embarked on this project to encourage wider participation, encourage new voters to register and to use the growing campaign season of the upcoming Presidential General to remind voters how important it is to register and vote.”

“Research tells us that the primary reason a person will vote is because their parents voted. Most regular voters grew up with a voting tradition at home; they learned to vote and value our democracy as a child. Think about all the people who don’t grow up with this tradition,” mused Slocum. “Isn’t their voice just as important and just as valuable?”

According to researchers for the Center for Civic Literacy, the California State Library and the Kettering Foundation, most often new voters begin voting for the first time when they believe that by voting, things will improve for their children. “How many adults quit smoking, begin recycling and learn fire safety because their kids made them understand just how important it is?” asked Slocum, a father of two boys himself. “We all learn from our kids.”

“That’s why we featured the authentic voices of children reminding adults to register and vote. The voices and faces of children are intentional reminders that children depend on us to vote and to be thoughtful, responsible citizens who care for the well-being of all children in this country,” said Slocum.

The spots began airing today on many Bay Area channels. No particular schedule is available.