The UK Electoral Commission has appointed 23red to devise and implement a partnership marketing strategy, in an effort to raise awareness of major changes to electoral registration and target persistent non-registrants.
With the introduction of Individual Electoral Registration (IER) in England and Wales taking place prior to the next election in 2015, 23red has been briefed with spreading the message to local communities through a coordinated and large-scale partnership marketing scheme over a 3-year period.
23red’s strategy will focus on raising awareness of the changes among those that are typically under-registered. This includes young people, students, recent home movers and people from the BME community.
To further support the Electoral Commission’s objective of accuracy and completeness of the register, 23red will be developing ‘toolkits’ to help partners reach and engage with target groups, ensuring people have everything they need to register to vote.
The account will be run by founding partner Jane Asscher, head of strategy Jo Arden and project director Wendy Manuel.
Electoral Commission campaigns manager David Son said: “Making sure people know about the change to individual electoral registration and what it means for them will be a huge challenge, particularly reaching people such as students or those living in private rented accommodation who are traditionally under-registered. I’m pleased that 23red will be working with us on our public awareness campaign to help inform hard to reach groups about the move to IER.”
23red won the account through its partnership with M&C Saatchi, which is a Government roster agency, following a competitive pitch.
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