Driving down the streets of Phoenix, odds are that you will see a red billboard with the word “VOTE” splashed across in giant white letters. Underneath that simple message is a reminder, in English and Spanish, that Election Day is Nov. 6.

You can spot the billboards in eight other states as part of Vote.org’s turnout push for the 2018 midterms. The team of 10 staffers is helming a $10 million effort to increase voter turnout among young people and people of color who typically do not turn out in high numbers.

“We market voting itself,” said Debra Cleaver, the founder and CEO of the nonpartisan Vote.org, which focuses on registering voters and turning them out. In a Wednesday phone interview, she recalled coming up with the idea while reading a billboard at a San Francisco bus stop, and realizing her group could use the relatively inexpensive medium to encourage people to vote.

Cleaver said traditional voter contact by campaigns often centers on television advertising, which tend to reach older voters, and campaigns largely focus on voters who consistently turn out.

So Vote.org is zeroing in on states that have a high number of registered voters who don’t typically show up at the polls. The group launched more than 2,500 billboards and “transit advertisements,” including wrapped double-decker buses across the country. Vote.org is also running more than 1,200 ads in college newspapers and a texting campaign in 29 states.