Generation Vote (Gen-V)
Developing an Ad campaign to launch a (hypothetical) platform, which delivers simple, engaging, honest content about politics. Generation Vote will focus on Shifting attitudes and empowering the next generation to become active citizens, whilst Improving youth representation. Targeted towards students aged 18-24, predominantly first time voters. Giving young people the confidence to vote.
Problem: Youth Turnout was down 7 points During the last general election (2019). The United Kingdom has one of the largest voting disparities between young and old voters, which is reflected in its political representation. Trust, education, and representation pose as the largest forces behind youth disengagement.
Insight: 71% of young people feel that political parties don't speak directly to them during an election. Whilst only 39% of young people, aged 18-24 feel they know a ‘fair amount’ about politics". The platform will seek to deliver political literacy and efficacy within young people; at Generation Vote it's our place to help young people find their voice.
Solution: Better political representation for our generation starts here. We believe through engaging with young people; giving them the tools and confidence to vote, we can improve the efficacy of British politics and contribute towards a fairer, more equitable nation. Across a carefully planned launch campaign, we will maintain momentum leading into the election. Devising a number of touchpoint's across physical and digital spaces, we will initiate a national conversation around youth turnout.
The deliverables: Presentation deck, user journey map, branding, activation campaign, mock-ups, and a promotional video.