After a new law required UK voters to present eligible photo ID to vote in person, communications needed to raise awareness of the change and ensure it did not deter people from voting. Employing the insight that the public should be reassured that every voter’s voice would be heard, the campaign mixed broadcast media and digital targeting to build perception it had scale. Creative executions recalled handwritten sticky notes to put 'have valid ID' on the to-do list, and partnerships were used to address hard to reach groups. Evidence the messaging was effective includes outperformance versus targets and compared to an alternative creative approach.