Electoral Enrolment 2002 – 2008

Category: Sustained Success
Agency: Y&R
Advertiser: Electoral Enrolment Centre

SUMMARY

A 4% increase over nine years may not seem like the basis of an award winning 'Sustained Success' EFFIE entry. But when you're talking about the difference between 91% and over 95% of the total 18+ population you might begin to understand the magnitude of the task.

What are we talking about? The percentage of the eligible population enrolled to vote in general elections between 1999 and 2008.

How did we do it? By strategically targeting the key barriers to participation (apathy, cynicism, alienation, lack of knowledge coupled with what is seen as a complicated, officious process)* with a message that it was EASY to get enrolled and involved.