The Electoral Commission Note to Self

The campaign paired proven behaviour change practice, creative cut-through and crystal-clear clarity, to successfully introduce the new behaviour of presenting photo ID to vote to the nation. ​The task for media was to reach everybody, and we mean everybody. The campaign ran across TV, OOH, radio, digital, audio, social, digital display, print, and in-game. ​

The creative hinged on the nation’s biggest reminder in the form of giant, handwritten sticky notes – unmissable and simple, with a touch of the absurd. We swept the country with reminders while leveraging programmatically bought media for efficiency.

As a result, we overachieved on our target, with 99.75% of voters successfully presenting ID to vote. An overperformance which resulted in 42,000 additional votes in the ballot box.​