The Electoral Commission Show It Off

The Electoral Commission's voter registration campaign had one primary objective – to ensure as many people as possible were registered to vote ahead of the deadline. With a target of 800,000 new registrations and just under a month to reach this, it was all systems go.

The campaign called upon all eligible voters to register and have their say in the May 2024 elections in England and Wales.

Our strategy identified the need to de-couple the act of voting with the results of any election, so that voting is a feel-good act in its own right. ​

Our creative showed people that our vote is something to show off, pinned on our social feeds or adorned on our persons – we should celebrate our vote as a badge of honour. ​

We carefully considered media platforms and partner selections across OOH, TV, digital, print, radio and social and, by identifying likely niche spaces and high-indexing channels for our minority and youth audiences, we were able to effectively reach the hard-to-reach.

We smashed our target of getting 800k new people registered to vote, and our stretch target of 825k people... ​

The final result? Over 1 million new registered voters.