The role of the Electoral Commission is to encourage all who are eligible to vote, to register to vote.
The risk? Previous campaigns had concentrated on telling people they were missing out by not registering to vote – a straight forward loss aversion strategy. But this message simply wasn’t working hard enough for people least likely to register to vote.
We recognised that those least likely to vote, were also the most mobile – moving home frequently. And registering to vote wasn’t a priority for them. We re-framed the issue as a simple administration task, that could be addressed in under 5 mins.
Against a target of 364,000 applications in the electing areas, there were 458,000 completed applications.