Electoral Commission focuses on young ‘missing’ voters in lead up to election

The Australian Electoral Commission has today launched a PR and direct marketing campaign aimed at encouraging 1.4 million “missing” Australians to enrol to vote in the lead up to the next federal election.  

Targeting the youth, who make up the majority of those who aren’t enrolled, the campaign uses celebrities and social media to encourage people to enrol.

Created by Mitchell Communication Group’s Haystac the campaign centres on the website Famous People Vote Too which features video clips of well-known Australians such as Ruby Rose, Dave Hughes, Eamon Sullivan, Stuart Clark, Sarah Wilson, and Aaron Pederson, as well as community groups, all publicly declaring their intention to vote.

The website also offers incentives for users to upload their own video message to encourage people to enrol and then share it via social media channels. People can also register to receive a free t-shirt or poster reinforcing the key messages of the campaign.

The website was designed and developed by digital creative agency Rodeo.

Haystac will drive a media campaign using celebrity ambassadors for radio, print and television interviews to drive traffic to the website. Ambassadors will also use their own social media networks to promote the campaign.

A grassroots direct marketing campaign will also aim to encourage members of community groups, such as sporting teams and performing arts groups, to visit the site and enrol to vote.

Haystac’s Anton Staindl said: “Research by the AEC showed that many people aged 18 – 39 aren’t even aware that an election is pending – and so have no imperative to consider their enrolment status.”

This is the third consecutive election campaign managed by Haystac for the AEC.


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