Multi-award winning campaign to tackle youth political disinterest and get young Brits registered to vote ahead of the UK’s Mayoral elections in 2024 by connecting two completely unrelated topics: Reality TV and Politicians.

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The challenge: To tackle youth political disinterest and get young Brits registered to vote ahead of the UK’s Mayoral elections in 2024.

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The insight: Young Brits are the least likely to vote in elections, yet the most likely to vote on reality TV shows.

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The solution: By reminding young Brits they are already expert voters, we could extend this behaviour to the political sphere. ‘You Already Vote, So Vote’ leveraged young Brits existing voting habits, connecting two completely unrelated topics: Reality TV and Politicians.

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The results: A record-breaking 113,044k new registrations from 18–34-year-olds, a 90% surge compared to previous elections and twice our initial target.​​