Ealing borough council

The challenge
To raise awareness of the elections and encourage those who are eligible to vote to actually register.
OUR APPROACH
From the outset, we had to ensure we took account of several key issues: any solution had to be politically neutral, which would therefore impact on the choice of colour palette; Ealing is a multi-cultural area and the campaign needed to reach all ethnic groups; and we needed to find an effective way to cut through all the ’noise’ of other advertising. We produced a quirky and eyecatching campaign using images of animals that provided plenty of standout and ensured it was noticed. A range of messaging was developed so that the campaign remained fresh as the deadline to register – and then the voting day itself –  approached.
The result
By the end of March 2014 98.2% of residents had registered to vote – the highest number in London. Turnout for the local elections was 41.3%, and numbers almost doubled in some wards; in total, 380,000 votes were cast, the second highest in London. And in the European Parliamentary elections, turnout was 43.9%, higher than the London average of 37.4%. On the strength of this, the campaign was slightly tweaked and used to encourage residents to register to vote for the 2015 General Election.

Campaign posters

Telephone kiosk advertising

Pop-up banners

Bus shelter advertising

Bus streetliners

Web banners

Promotional video

Council offices advertising

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