Our public awareness campaign for the general election on 5 May followed on from the campaign that we ran for the 10 June 2004 European elections and our early 2005 voter registration campaign.
Our research had shown that while people continue to switch off from the political process, which they see as dull and irrelevant, they are still passionate about political issues. It is not that people are apathetic, rather they feel alienated by the political system. However, when politics becomes relevant to their daily lives, they are much more likely to engage. From this insight emerged the campaign’s main objective – to make politics personal.
We used a wide selection of media, including national TV, national press, radio and online advertising. The final few days became a countdown to the election, reminding people to vote and providing useful information to help them to do so, such as polling station opening hours. We also used some unusual media outlets, such as big screens at commuter train stations to target people on their way to and from work.
Click below to see and hear some of the TV, radio, press and poster ads that formed part of this campaign:
