MullenLowe London and The Electoral Commission have launched a major public awareness campaign to remind people they must register to vote by the 7 June deadline if they want to vote in the EU Referendum.
The Electoral Commission is sending an impartial information booklet to 28 million households across the UK starting on Monday 16 May. An accompanying ‘Unmissable’ integrated campaign launches this week and will run until polling day, appearing across TV, radio, video on demand services, billboards, digital and social media.
Watch the TVC here
The campaign is designed to ‘cut through’ the noise that everyone will be hearing about the EU referendum by creating eye-catching advertising ‘you can’t miss’. The TVC was directed by Nadia Marquard Otzen of Academy films. It is based on a successful campaign the Commission and MullenLowe London ran ahead of the Scottish independence referendum where by polling day 84% of people surveyed said they recognised the advertising.
The booklet reminds voters that if they are not already registered to vote then they must do this by the deadline of Tuesday 7 June. Around 7.5m million people in Great Britain aren’t registered to vote. A recent survey run by the Commission found that one fifth (20%) of survey respondents said they were either not registered to vote or we unsure if they are registered to vote in the referendum.
Alex Robertson, Director of Communications at the Electoral Commission said:
“This is an historic event and we don’t want anyone to miss out. A lot of people won’t have voted in a referendum before or will be unsure what the question is. Our booklet and associated awareness campaign gives everyone the information they need.”
Since its launch the campaign has picked up two major industry awards; a Marketing Society Excellence award in the highly competitive ‘Effective Marketing Communications’ category, and a Silver in the UK Effies awards.