Saatchi & Saatchi has created an Electoral Commission Disrupt Inertia campaign, targeting people who do not vote – despite knowing that they should.
Over the past few elections the Electoral Commission has worked hard to make enrolment, voting information and services accessible to all New Zealanders – regardless of who they are or where they’re from.
But, despite a small increase in 2014, overall participation rates have been declining over the past decade, but research shows that the logistics of enrolment and voting processes are not barriers to participation in New Zealand – the main barrier is attitudinal.
As part of an integrated approach to changing this behaviour, the Electoral Commission and Saatchi & Saatchi NZ have now launched the Disrupt Inertia element of the campaign. These low-engaged voters are now being targeted through a variety of media channels with the key message being that ‘you vote every day, so vote this election’.
This sentiment is carried across a selection of media channels, including multiple digital platforms, radio, outdoor, posters, adshels and university packs. These touchpoints ensure that even the most passively engaged voter is disrupted with the messaging, appearing in places they least expect such as on a coaster in a bar, or above the sink in a public bathroom.
“The audience includes people who don’t want to listen – we’re not just talking to the politically aware but also to the less motivated voter.”
Disrupt Inertia is a key component of the wider campaign leading up to the 2017 General Election. Prior to Disrupt Inertia, other elements of this campaign have included content partnerships with Vice, Maori TV, the Maori Media Network, Niche Media, Flava, Chinese Herald, TVNZ, The Edge, ZM, Mai FM and The Spinoff.
Additionally, partnerships with The Bloggers Club and Social Club were established to reach future and first-time voters too, and included a web series created with Jamie Currie (Jamie’s World).
A series of landing pages at www.ivotenz.org.nz dynamically served relevant information based on where the user clicked from and their previous interactions with the site. Users can easily have enrolment forms sent direct to them, check their enrolment details, and watch short videos that take them through the enrolment and voting process and bust some common myths. They can also find their nearest voting places and find out about their local candidates.
Saatchi chief creative officer Toby Talbot said: “Working with the Electoral Commission to build on their previous efforts to change the ways of the most politically passive has been challenge we’ve readily accepted.
“This audience includes people who often don’t want to listen, so the integrated approach to this campaign has ensured we’re not just talking to the engaged and politically aware but also to less motivated and more disengaged voter”.
Electoral Commission comms manager Anastasia Turnbull said: “As an organisation we have some ambitious targets, one being that by 2020 we want to see 85% of 18-24 year olds enrolled to vote. We are very confident that this work, along with the wider campaign also, will help us to achieve this goal.”
See the online videos below:
Nina’s day
Tom’s day
Toilet Door
Undies
Check balance
Fridge
Pimple
Bath
CREDITS
Client: Electoral Commission
Chief Electoral Officer: Alicia Wright
Manager Communications & Education: Anastasia Turnbull
Agency: Saatchi & Saatchi
Chief Creative Officer: Toby Talbot
Creative Director: Jordan Sky
Creative Director: Corey Chalmers
Copywriter: Michael Swinburn
Art Director: Luke Dawson
Senior Art Director: Kristal Knight
Producer: Jane Mill
Business Director: Nick Bulmer
Head of Planning: David McIndoe
Senior Account Director: Donna Drinkwater
Senior Account Director: Abi Skelton
Media agency: Starcom
Production Company: Finch
Director: Mark Lever
Sound Design: Jon Cooper
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