Get Vote Fit #BEVOTEREADY

NSW Electoral Commission

CHALLENGE

Having the opportunity to vote is the foundation of a modern democracy. So when the New South Wales Electoral Commission (EC) appointed AFFINITY to handle the strategic, data and creative services to communicate the forthcoming State Government Election, we took our responsibility seriously. 

Our task was to ensure all NSW voters were aware of the forthcoming election and how to vote given their individual circumstances. Our target was an incredibly diverse group comprising 2.4 million NSW enrolled voters spanning different languages, backgrounds, their ability to attend and diverse geographies. Our work needed to connect universally yet cut through in a category which is far from top of mind for most people. All this was against a backdrop of unprecedented political turmoil, disenchantment with our politicians (yet another sitting Prime Minister rolled by their own party) and decreasing voter turnout worldwide.

SOLUTION/ APPROACH

On looking at the numbers, we were struck by the fact NSW voters already have one of the highest voting turnouts not only in Australia but in the world. Much of this behaviour is largely attributed to a $50 fine for not turning out.

However, research informed us that most eligible voters intended to vote, it’s just they weren’t always prepared. Not being the most exciting event in their lives, the election simply isn’t on people’s radars. They forget. And when they remember, they’re not always quite sure what to do, where to go, when voting centres close, what to do if they can’t get there and so on. So we realised it was about enabling voters with the details in a compelling and memorable way. More than that, we found a way to practically support them: we dusted off the Electoral Reminder Service (ERS) a push-notification service to get you to the right place at the right time to exercise your democratic right.

Knowing our role was not to convince people about democracy, but rather to help them get to the end goal of casting their vote with minimum fuss and maximum information, we leveraged the paradigm of fitness. We created a ‘training program’ designed to get people geared up, prepared and ready to vote on election day. To get vote fit. Be vote ready.

With the election happening on 23 March, eligible voters were introduced to Eddy our hero Vote Fit trainer in February. His role was to lead voters and a swag of trainee characters through a series of informative and charming “voting fitness” tips and tools. Each piece armed voters with helpful techniques to enable them vote well on the day. From the more involved matters of how to vote early when travelling & opting in for the ERS, to simple reminders of election day: we used light-hearted associations from the Aussie election day such as the Democracy Sausage and Lamington drives at the ubiquitous school cake stall. 

Spanning TV, social, radio, digital, press, outdoor and activation our fun and engaging creative approach, avoids being preachy and instead should be liked and even appreciated. By building a positive association with the EC and the information provided, we believe we’ll be directly boosting the likelihood of NSW voters having a hassle free voting experience.

RESULTS

As we’re only in market since February, we don’t have results to share of course. We’ll be measured on sustaining similar voter turnout as for the last state election in 2015 as well as registrations for the ERS.

 

Recent Work

Recent Awards

  • WARC 100 2018

    • #1 Digital / Specialist Agency Second Year Running
    • Australia & Asia Pacific
    • The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.
  • GLOBAL EFFIE INDEX 2018

    • AUSTRALIA'S MOST EFFECTIVE
    • Independent Agency
    • The Effie Index identifies and ranks the most effective agencies, marketers and brands. It is the most comprehensive global ranking of marketing effectiveness.
  • IPA Effectiveness Awards 2018

    • Presidents Prize
    • Most effective use of tech & data
    • The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world
  • IPA Effectiveness Awards 2018

    • Silver
    • The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world
  • APAC Effies 2017

    • Silver
    • Programmatic
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives
  • AMY Awards

    • Best Digitally Led Campaign
    • Winner
    • The Amy Awards are the most prestigious digital industry awards in Australia. Now in its 23rd year, the AMY's celebrate our industry and reward the best and most brilliant work – and people – from it.
  • APAC Effies 2017

    • Bronze
    • Healthcare
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives
  • APAC Effies 2017

    • Finalist
    • Seasonal Marketing
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives
  • APAC Effies 2017

    • Finalist
    • Small Budget
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives
  • Mumbrella Awards 2017

    • Media Campaign of the Year
    • Winner
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • Mumbrella Awards 2017

    • Full Service Agency of the Year
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • Mumbrella Awards 2017

    • Independent Agency of the Year
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • Mumbrella Awards 2017

    • Best Use of Real-Time Marketing
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • Mumbrella Awards 2017

    • Mumbrella Award for Insight
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • GLOBAL EFFIE INDEX 2017

    • Australia's Most Effective
    • Independent Agency
    • The Effie Index identifies and ranks the most effective agencies, marketers and brands. It is the most comprehensive global ranking of marketing effectiveness.
  • WARC 100 2017

    • #1 Digital / Specialist Agency
    • Australia & Asia Pacific
    • The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.
  • AUSTRALIAN EFFIE AWARDS 2017

    • Gold
    • Best Use of Data
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2017

    • Silver
    • Digitally Led Ideas
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • AUSTRALIAN EFFIE AWARDS 2017

    • Bronze
    • Health & Wellbeing
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2017

    • Bronze
    • Small Budget
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2017

    • Finalist
    • Insight & Strategic Thinking
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2017

    • Finalist
    • Long Term Effects
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • AMI MARKETING EXCELLENCE 2017

    • CONSUMER RESEARCH INSIGHTS
    • Winner
    • The annual Australian Marketing Institute Awards for Marketing Excellence are presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices.
  • MFA AWARDS 2017

    • Best Use of Data
    • Gold
    • The most prestigious awards in the Australian media advertising industry
  • MFA Awards 2017

    • Best Short Term Demonstration of Results
    • Gold
    • The most prestigious awards in the Australian media advertising industry

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