Sausage sizzles, lamingtons and cake stalls star in NSW election ads

The NSW Electoral Commission has launched a series of ads encouraging voters to get ‘vote fit’ with sausages, lamingtons and cakes ahead of the state election due on March 23.

Created by independent agency Affinity, the ads highlight the sausage sizzles, lamington stands and cake stalls common to polling places on Australian election days.

Angela Smith, Affinity’s chief strategic officer and partner, explained: “Taking a look at available data, we quickly realised NSW voters had one of the best compliance records in Australia, and Australia is one of the most compliant countries in the world.

“Preaching about democracy or threatening the electorate with dire consequences wasn’t necessary. Instead, our strategy was to enable the people of NSW and direct them to useful tools to help them remember to vote.

“As it turns out, whilst 90.49% of eligible voters turned out to vote at the previous election, the biggest stumbling block to not voting is simply in remembering when to vote.”

Emulating a race or event preparation regime, Affinity’s campaign features a series of tips to teach voters helpful techniques leading up to election day to help them get “fit” to vote.


  • Creative Agency: AFFINITY
    • Chief Strategy Officer: Angela Smith
    • Senior Strategist: David Ryder
    • Creative Director: Melba Gounas
    • Copy: Bevan Lewis
    • Art Direction: Oz Dean
    • Head of Design: Jenna Duncan
  • Production & Post: RIOT
    • Director: Matt Weston
    • Producer: Dave Christison

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