DLKW Lowe and The Electoral Commission have launched a major public awareness campaign to remind people they must register to vote by the April 20 deadline if they want to take part in the General Election.

The campaign features the TVC entitled “WHAT!” and digital activity – including adverts on catch-up TV and Facebook. The watchdog’s campaign seeks to address under-registration in an engaging way by using the concept of ‘loss aversion’ from behavioural economics. In certain situations people are more likely to be motivated by realising they may lose something, than the prospect of making a gain.

The TV ad “WHAT!” was directed by Paul Gay of RSA Films (Volkswagen ‘Lamp            Post’, Dulux ‘Plasticine’).