Framing young people as expert Reality TV voters doubled 18-34 voter registrations.
This paper for the non-partisan movement, ‘My Life My Say’, demonstrates a new way to tackle the entrenched issue of young people not voting.
It details how behavioural science techniques of identity priming were used to remind young people that they are already expert voters, as demonstrated by their passion for voting on Reality TV shows. Creative employed influencer messaging over social, cinema and outdoor, blurring the lines between advertising, entertainment, and talent.
Evidence the work was effective includes estimates that voter registration by 18-34-year-olds doubled, with a third coming directly from a campaign QR code, and the campaign compared favourably to other government messaging on cost efficiency and social responses generated.