ELECTORAL COMMISSION LAUNCHES VOTER REGISTRATION DRIVER

In our latest work with The Electoral Commission, we have aunched an integrated behaviour change campaign which aims to ensure as many people as possible are registered to vote ahead of the deadline.

The creative aims to remind people that they need to register to cast their vote in the upcoming election, whilst using behaviour change techniques to establish being registered to vote as a social norm and source of pride in communities up and down the UK. The campaign will run across TV, OOH, DOOH, online and social in the run up to the local elections taking place on 2nd May.

We led the overall creative strategy and execution, as well as media strategy and buying. “We wanted to motivate people to register to vote, but in a fun, creative and not “finger-wagging” way. For us to achieve this, we showcased a range of distinct but grounded characters that represent the UK, each proudly showing off they’ve registered to vote in fun and wonderful ways. The end result has enabled us to convey a truly important message in an engaging way,” said Lucy Hudson, Managing Director, McCann Demand.

Susan Crown, Head of Campaigns at The Electoral Commission said: “We challenged McCann Demand to develop a creative concept with longevity, as promoting and raising awareness of voter registration is a vital part of our work, and of democracy. The new campaign demonstrates that registering to vote is a way for people to support their communities and share their values. Our research showed this is important to people, and a good motivator to register.  We will reach all eligible voters ahead of the registration deadline to get this message across.”

The campaign follows last year’s ‘Note to Self’, which successfully raised awareness for the new ID requirement at polling stations.