Driven by a group of young Londoners, the in-housing specialist agency OLIVER has co-created a pan-London OOH campaign – supported by JCDecaux Community Channel – to ensure younger voters are aware of the need to bring voter ID when voting in the London Elections on 2 May 2024.
Young Londoners identified the need for a campaign which spoke to young people, to raise their awareness of the London Elections and provide them with the voter ID information they needed to vote.
There are many campaigns trying to motivate young voters to play a role in the democratic process, but none dedicated to making sure that those who register know they must have approved voter ID to cast their vote (as is the case for the electorate more broadly).
Research suggests more than 180,000 Young Londoners* (1 in 4) aren’t aware of Voter ID requirements and could be excluded from voting on polling day. Young people from lower socio-economic backgrounds are less likely to vote than their peers and may also be less likely to have a passport or driving license (both amongst approved forms of voter ID) due to affordability. This campaign seeks to remove that potential additional barrier and to raise awareness of the alternative and free forms of voter ID which exist and the deadlines in place to secure these, such as a Voter Authority Certificate.
The Out-of-Home campaign, delivered in partnership with JCDecaux Community Channel, drives people to find out more about voter ID, voter registration and anything else they might need to know at the Democracy Hub (a politically independent source of voter information). QR codes on rail and roadside posters enable visitors to find out more there and then.
The shared ambition is simple: every young Londoner who goes to vote on 2 May will be able to exercise their democratic right because they brought the right voter ID to the polling station.
Young people from Brixton Finishing School and the Youth Board of the independent charity Mayor’s Fund for London have worked with OLIVER to develop the creative campaign and are supporting social media promotion of the #NoPicNoVote via their peer networks to spread the word amongst young Londoners.
