Campaign details

Brand: Registraduria
Brand owner: Colombian Government
Lead agency: UM
Country: Colombia
Industries: Government, social policy
Media channels: Events & experiential, Online display, Print - general, unspecified, Radio & audio, Social media, Television
Budget: 500k - 1 million

Executive summary

The National Registry of Colombia needed to achieve the largest participation of active voters for the 2018 presidential elections. Trying to connect with the young population was the difficult part, as it had been the part of the population with the least voting participation in recent years.

We found that we needed to generate a connection through language and thus increase the number of votes. #NoDejesAColombiaEnVisto was the way to engage with the audience, through digital codes gaining the relevance that these elections deserved. We made history, as there hadn't been such low abstention rate since 1999, getting 53.29% of those registered to vote.

Market background and context