Online brand campaign to encourage young voters

Online brand campaign to encourage young voters

Online brand campaign to encourage young voters

    In order to encourage young people in London boroughs to register on the electoral role, the Cabinet Office sponsored a cross-media campaign, entitled ‘Change Things Now’. Research had shown that many in the 18-24 age group had become disengaged with the democratic act of voting, especially as registration was not available online. The programme was managed by Westminster City Council, in conjunction with the Boroughs of Lambeth and Lewisham. The campaign material was then made available for use by all London boroughs.

    At the heart of the campaign was a website which we conceived to help young people engage with issues they felt strongly about and to enable canvassers to complete registration face to face. The site was designed specifically with a young audience in mind, so it was direct, approachable and mobile friendly. The site embedded videos, carried live opinions from young people and adopted an upfront challenge to ‘make your voice heard’.

    The nature of the project meant that coordination between the various stakeholders was vital, and agreement on both core content and tone of voice was achieved across campaign material, both online and in print. The site’s ready usability by tech-savvy, but often politically disengaged, respondents was critically important, so testing took place before launch to ensure optimal functionality. The project was delivered to a tight deadline: six weeks from brief to a live, fully functioning site.

    The campaign had ambitious targets for recruiting new voters. In the event over 17,000 new voters were signed up within two weeks. The project was deemed so successful that once targets had been reached the site was closed. Job done.