Following a proactive pitch to the Electoral Commission, Bauer Media were briefed to deliver a creative campaign that would encourage young people to register to vote and communicate the ease of the voting registration process in the run up to the general election.
The concept was initially thought up by the Kiss Network programming team, who were passionate about their audiences having their say.
The campaign was created by the Electoral Commission, Bauer Media and strategic agency Experience with activity also running across other Bauer Media brands - heat, Closer, FHM, 4Music, The Box, The Hits, Smash Hits, the Big City Network and Kerrang!
Clinton Proud, Head of Campaigns and Public Information at the Electoral Commission, said: “Bauer's range of brands offered a great opportunity to reach our target audiences - particularly young people - with a tailored and relevant message in the right environment. We were really impressed with the team's creativity, flexibility and excellent project management. I have no doubt that the campaign will help many young people register to vote.”
Andy Roberts Group Programme Director of The Kiss Network added: "We wanted to create an engaging campaign to say to our listeners don't sit there and let the way the country is run be decided by everyone else. If you don't agree with things then make yourself heard. If you're passionate and you have an opinion, don't be part of a silent generation. Register to vote."
You need to register by 20 April if you want to vote in the general election.
The Electoral commission activity follows that of a Home Office campaign which ran last month and tasked Bauer Media to create powerful creative to challenge the attitudes of teenagers to violence and abuse in relationships. The brief was to deliver a strong message to 13 to 18 year olds, highlighting the signs and consequences of abuse, and challenging them to stop abusive behaviour, or seek help.
The Bauer Media campaign centred around creating debate amongst peer groups using social scenarios to trigger conversations and provide an environment to discuss real problems
The crossmedia campaign ran across TV, Radio and Magazines - including The Kiss Network, Kerrang! and 4Music.
Bauer Media created a dedicated website that supplied teenagers with information on abuse in relationships and where to go for help. It included live online discussions hosted by Bauer Media magazine editors and radio presenters, where experts answered questions about relationships and abuse.
The deal was brokered by Bauer Media, the COI and agencies Carat, Ilevel and Mediacom.
Lillian Betty, Strategic Communications Director, for Bauer Media's Brand Solutions team, said: “We are delighted to be involved in this campaign to support young people, and we hope that the activity within our brands will provide the information, support and advice they need.”
