The Electoral Commission: Voter ID – creative development research

The Electoral Commission launched a public awareness campaign in collaboration with McCann to inform the UK public of the new law that requires photo ID to vote, ensuring everyone maintained their democratic right to vote.


The Electoral Commission and McCann collaborated on a public awareness campaign about the new photo ID requirement for voting in the UK. The campaign aimed to engage attention, resonate with disengaged individuals, and ensure everyone knew about the photo ID change.

A creative and collaborative research methodology was used, using desk research, social listening, online qualitative and McCann's innovative "Conversational Quant".

The diverse team of researchers brought a nuanced approach to the analysis, and the Electoral Commission and creative agency teams engaged openly to take feedback into ad production.

Concerns and barriers identified through early research influenced creative development,...

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