The Electoral Commission

The independent body which oversees elections and regulates political finance in the UK

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2017 local elections campaign in Great Britain


  1. Advertising
  2. Partnerships and public relations
  3. What we did to promote the voting system in Scotland
  4. What others did to promote voter registration
  5. Campaign performance

What others did to promote voter registration

Essex County Council

To engage those who may not otherwise be interested in local elections, Essex County Council capitalised on the fact polling day was 4 May, AKA Star Wars Day (with the tagline ‘May the fourth be with you’).

They created a video in the style of the Star Wars credits, with information about the elections taking place, which received over 10,000 views across Facebook and Twitter. Turnout at the elections in Essex increased from 27.6% in 2013 to 34.6%.

Warwickshire County Council

Warwickshire County Council aimed to increase turnout in the elections to more than 35% and make sure that people knew they needed to be registered to vote.

To do this they used organic content and paid advertising on Facebook and Twitter, sharing messages about the importance of voting in the local elections, and the role of local councillors. These asked users to click through for more information from their elections page, or to register to vote on the portal.

They included footers reminding people to register to vote on all their email bulletins to the public throughout April until polling day – a total of 110 bulletins sent to more than 80,000 recipients. Some of these also included articles specifically about the election.

They produced a video featuring residents talking about why voting is important, with shorter versions that were easy to share on social media. They also gained press coverage in a number of local titles.

The campaign was successful with turnout at the county’s elections rising to 36.33%.

Screenshot of campaign material about Warwickshire County Council elections

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