MSQ Partners were tasked to create a campaign that targets those who have not yet registered, or who need to re-register because they have recently moved house. The activity marks a new approach to Electoral Commission’s communications strategy by focusing on conveying how quick and easy it is to unlock your vote, where previous campaigns had adopted a ‘loss aversion’ approach.
The campaign’s tag line ‘Got 5?’ positions registration as a simple task that slots into the everyday occasions when people have five minutes to spare – like waiting for the bus, or a bath to run, or for nail varnish to dry.
The creative was brought to life with “living photographs” elegantly shot by Nick Meek that capture mundane but relatable scenarios where you may have five minutes to spare. Instead of pursuing the more traditional approach of commissioning a director, the agency put their faith in Meek who produced all the moving images as well as stills. The result is Meek’s trademark atmospheric style with saturated colour, set to a quirky and arresting soundtrack.
The campaign will run across outdoor, VoD, radio, digital display and social media (Facebook, Instagram and Snapchat) from March 12.
The Got 5? campaign was created by MSQ Partners’ agencies The Gate London who provided the creative and media planning and STACK who handled the strategy. Media buying was handled by Carat.
Craig Westwood, director of communications and research at the Electoral Commission, said: “It is vital for our democracy that every eligible voter finds it easy to participate in elections. Got 5? is based on many years’ research into voter registration, and will demystify the registration process for first timers, while providing a handy reminder for people who need to re-register because they have recently moved.”
Beri Cheetham, executive creative director of MSQ Partners, said: “People don’t need to be reminded that it’s important to register to vote. What they need is the reassurance that it’s a quick and easy task. By telling people they can register to vote in the time it takes to run a bath, highlights the fact it can be can be done in a spare five minutes.”