UK Government: The missing millions - giving expats their voice

This case study shows how the UK Government increased voter registration by creating an emotional campaign targeted at expats who were considering returning home in the near future.

UK Government: The Missing Millions - Giving Expats Their Voice

Principal author: Nicola Strange, Ogilvy & Mather LondonContributing author: Tricia Quiller-Croasdell, The Prime Minister's Office

Facing an expatriate population disillusioned by politics, the UK Government set an ambitious target to increase overseas voter registration figures before the 2015 General Election.

With the 2015 general election approaching, the political landscape in Britain was saturated in widespread voter apathy, mistrust and frustration. As such, the Government found themselves facing an arduous challenge of reversing the abiding trend of declining voter registration figures.

General voter apathy had been entrenched for...

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