‘Note-to-Self’ normalised voter ID requirements, delivering widespread awareness and voter satisfaction.
A new requirement to provide ID when voting needed to be quickly normalised and accepted as part of UK voting behaviour. Otherwise, large numbers of voters without the correct ID could be turned away at polling stations.
This case describes how the ‘Note-to-Self' campaign for the Electoral Commission re-framed a perceived barrier to voting as an item on everyone’s to-do list, aiming to achieve near-universal adoption whilst maintaining satisfaction with the voting process.
Evidence presented that the campaign was effective includes above-target scores for awareness of ID rules and levels of voter satisfaction, and the proportion of the electorate turned away for lacking appropriate ID was well below the set benchmark.