The Electoral Commission Note to Self
In the first change to in-person voting for over 150 years, in May 2023, people wishing to take up their democratic right to vote in the local elections were required to present valid photo ID.
Our campaign paired proven behaviour change practice, creative cut-through and crystal-clear messaging, to successfully introduce the nation to the new behaviour of presenting photo ID to vote.
The task for media was to reach everybody, and we mean everybody.
Our creative hinged on the nation’s biggest reminder in the form of giant, handwritten sticky notes – unmissable and simple, with a touch of the absurd. We swept the country with reminders while leveraging programmatically bought media for efficiency. The campaign ran across TV, OOH, radio, digital, audio, social, digital display, print, and in-game.
As a result, we overachieved our target, with 99.75% of voters successfully presenting ID to vote. An overperformance which resulted in 42,000 additional votes in the ballot box.
