Would more young people cast their ballots if pulling the voting-machine lever felt like a party move rather than a chore? MTV is setting out to re-invent its political outreach strategy this year with its first-ever midterm election campaign, dubbed “+1 the Vote” (as in, “plus-one the vote”).

The network jumped into the election fray in the early 1990s, first in partnership with Rock the Vote and then in 1992 when it launched “Choose or Lose,” a voter-registration drive that fueled a surge in young voters for the presidential battle between Bill Clinton and then-President George Bush Sr. At an MTV town hall that year, candidate Clinton answered a question about whether he had ever tried smoking marijuana by famously claiming, “I didn’t inhale it.”

MTV President Chris McCarthy was a high-schooler in 1992; he said the Clinton-Bush campaign made a deep impression on him. “I remember seeing [MTV News personality] Tabitha Soren have discussions with the candidates,” he said. “This idea of talking to viewers about voting—it was revolutionary back then.”

The network had never involved itself in the minutiae of midterms or local elections, but McCarthy said he’d started seeing research since the 2016 presidential election suggesting that “self-reported anxiety for young people increased dramatically.” A majority of young people “were nervous about the future of the country,” he continued. “They were struggling with the whole idea of voting, and it came to us that we needed to switch away from the [focus on voting] once every four years . . . and to harness one of the most powerful forces in their lives—which is friendships—and build it into the campaign itself.”

That idea morphed into +1 the Vote, which revolves around the idea of voting as a shared activity—bringing your friends to the polls just as you’d bring a plus-one to a club or party. MTV launched a series of P.S.A.s, a polling-place locator courtesy of TurboVote, and a voter-registration tool that allows users to check whether their friends are registered—and if not, encourage them to do so and vote. And it created an interactive map showcasing all the under-30 candidates who are running for office across America.

MTV also funded parties across the country with the idea that attendees would encourage their friends to vote, and the network has partnered with companies like Postmates and Tinder to reach millennials and post-millennials where they live. The celebratory element of the campaign will culminate with an election night after-party at Florida’s Miami Dade College co-hosted by Charlamagne Tha God and Liza Koshy, featuring guests like Ashanti, Lauren Jauregui, Jazz Jennings, and “March for Our Lives” co-founders David Hogg, Jaclyn Corin, Jammal Lemy, Sarah Chadwick, and Delaney Tarr. It was Tarr who declared at the march, “If they continue to ignore us, to only pretend to listen, then we will take action where it counts. We will take action every day in every way until they simply cannot ignore us anymore.”