NGO Voting Counts is looking help voters make an informed choice in future elections with a new campaign that encourages people to get down to the ballot box and vote before they join the ‘Unheard Third’.
Launching shortly before the upcoming UK general election on 4 July, ‘The Unheard Third’ was developed in partnership with creative agency Brave Spark, warning people not to join the fictionalised party for disengaged voters.
Spearheaded by a series of high-impact out-of-home ads, the NGO’s ‘anti-recruitment’ campaign spotlights the fact that 33% of registered voters didn’t bother turning up on election day in 2019, equivalent to 15.5 million people – making them the de facto ‘largest party’.
“For the past decade Voting Counts has been working to empower people to exercise their democratic right, but in each election there has been a growing trend that more registered voters choose not to vote at all than vote for any one political party,” Voting Counts founder, Rachael Farrington said.
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“I hope that through this campaign we can highlight the immense power that those non-voters could have.”
Ads will run at key sites such as the area around Westminster and Glastonbury Festival as well as across the UK, with a social media campaign directing users to the Voting Counts website helping to amplify the campaign.
Brave Spark ECD, Juliet McLaren added: “A lot of campaigns urge people to register to vote, but few actually consider the overwhelming amount of already-registered voters who opt not to visit a polling station.
“That’s why we came up with this bold anti-recruitment campaign, because we believe it’s important for everyone to participate in the democratic process and reverse what is a startling statistic. By directing to incredible resources like Voting Counts, we hope to give people confidence that, whether they’re a first-time voter or season participant unsure of where their vote should go, support is at hand every step of the way.”
