During the 2008 United States presidential election season, Jessica Alba appeared in a deliberately provocative print campaign for Declare Yourself, a youth voter-registration organization. Photographed by Mark Liddell, the images showed Alba wrapped in black tape and gagged, using bondage imagery to symbolize political silence and the consequences of remaining disengaged. The advertisements attracted national media attention because of their unusually sexualized and confrontational presentation for a civic campaign. Alba defended the concept rather than treating the imagery as an embarrassment, saying that it did not “freak” her out and that young people needed to be made aware of the importance of political participation. She also publicly supported Barack Obama during the Democratic primary season and later endorsed Hillary Clinton. The campaign was not a hidden scandal or an urban legend, but its combination of celebrity, bondage aesthetics, and voter-registration messaging made it one of the more startling political advertisements associated with a mainstream Hollywood actor in the late 2000s.
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