Our strategy was to build content that was irreverent, cheeky and birthed in an explosive fusion of our favourite memes and gifs. Building on the visual style set by Damon Charles Studio the result was a visual and content identity which stood out from the rest of the barrage of the election based social content clogging up our feeds.
This fresh content was able to cut through the noise to provide young people with information on how they can register to vote and why they should consider voting with climate in mind, in a short and easily digestible way.
To boost the reach and relevancy, we created specific location-based versions aimed at constituencies with the lowest young voter turnout such as Birmingham, Newport and Newcastle.
While this campaign was only one of a number encouraging young people to register to vote ahead of the election, the goal of getting 2 million climate concerned young people to register was exceeded, and 2.5 million young people registered in the 5 week window before the deadline.