2022
Student project
Student project
Editorial
Campaign
Campaign
Brief
Use branding and advertising to make politics feel more relevant and attractive to young people by taking account of young people’s differing lifestyles and further educating and informing young people about why their vote matters and how policies work?
Use branding and advertising to make politics feel more relevant and attractive to young people by taking account of young people’s differing lifestyles and further educating and informing young people about why their vote matters and how policies work?
Overview
An 18th birthday themed booklet to encourage 18 years old to register to vote. The booklet provides an unbiased outline of the UK’s four main political parties and where they stand on important topics.
An 18th birthday themed booklet to encourage 18 years old to register to vote. The booklet provides an unbiased outline of the UK’s four main political parties and where they stand on important topics.
Insight
Many young people aren’t registering to vote because they lack clear information surrounding policies that affect their lives.
Many young people aren’t registering to vote because they lack clear information surrounding policies that affect their lives.
Awards
New Graphic Designer of the year Award and overall runner up (New Designers/Business Design Centre)
New Graphic Designer of the year Award and overall runner up (New Designers/Business Design Centre)
It's Party Time!
Register to vote
Register to vote
Research
As it stands, youth engagement in politics is low compared to other demographic groups and only decreases among young and deprived citizens. The lack of engagement from younger citizens can influence political parties to target their communications at those more likely to vote.
As it stands, youth engagement in politics is low compared to other demographic groups and only decreases among young and deprived citizens. The lack of engagement from younger citizens can influence political parties to target their communications at those more likely to vote.
The decisions made in Parliament affect everyone, yet the younger generation is the least involved in the process. Young people often feel dissatisfied and powerless, believing their vote doesn’t make a difference, which makes them less likely to participate. “Voter turnout remains low among younger citizens” (House of Commons Library).
After speaking with young people in Newcastle, it became clear that they didn’t have a clear starting point for their research. Quotes included: “Didn’t have any information given to us,” “I didn’t know where to start,” and “It’s not something you get taught or even talk much about before you turn 18.”
After speaking with young people in Newcastle, it became clear that they didn’t have a clear starting point for their research. Quotes included: “Didn’t have any information given to us,” “I didn’t know where to start,” and “It’s not something you get taught or even talk much about before you turn 18.”
Strategy
Targeting people approaching the age of 18 provides an opportunity to create excitement and anticipation for the unlocking of a new responsibility. Designed to be delivered a few months before the birthday, it should be one of the first cards received, holding more significance. This also provides the chance to target colleges and sixth forms, generating buzz around the campaign through word of mouth and advertising.
Birthday cards often contain meaningful messages or funny anecdotes, making them an ideal platform for sharing important information. The card features an unbiased outline of the four main political parties, with topics relevant to young people. People also tend to keep birthday cards long after their birthday, increasing the likelihood of revisiting the information. Turning 18 is an exciting, landmark birthday that people often mention long before the big day. A birthday badge is a significant symbol and serves as a great way to advertise the booklet or encourage registering to vote.
Design
The design resembles a birthday card, featuring sans-serif gold typography and center-justified body copy. It also incorporates bright, appealing imagery, similar to that seen in newspaper magazines like Saturday by The Guardian. All the imagery (created by myself) relates to the text, birthday parties, and the subject matter, creating something that draws attention and invites revisiting. The booklet is designed to feel premium, something people will be excited to receive and want to keep safe. The 18th birthday badge design is similar to a politician’s rosette. Like all the imagery, it will also demonstrate an unbiased stance by showcasing all four party colours.
Targeting people approaching the age of 18 provides an opportunity to create excitement and anticipation for the unlocking of a new responsibility. Designed to be delivered a few months before the birthday, it should be one of the first cards received, holding more significance. This also provides the chance to target colleges and sixth forms, generating buzz around the campaign through word of mouth and advertising.
Birthday cards often contain meaningful messages or funny anecdotes, making them an ideal platform for sharing important information. The card features an unbiased outline of the four main political parties, with topics relevant to young people. People also tend to keep birthday cards long after their birthday, increasing the likelihood of revisiting the information. Turning 18 is an exciting, landmark birthday that people often mention long before the big day. A birthday badge is a significant symbol and serves as a great way to advertise the booklet or encourage registering to vote.
Design
The design resembles a birthday card, featuring sans-serif gold typography and center-justified body copy. It also incorporates bright, appealing imagery, similar to that seen in newspaper magazines like Saturday by The Guardian. All the imagery (created by myself) relates to the text, birthday parties, and the subject matter, creating something that draws attention and invites revisiting. The booklet is designed to feel premium, something people will be excited to receive and want to keep safe. The 18th birthday badge design is similar to a politician’s rosette. Like all the imagery, it will also demonstrate an unbiased stance by showcasing all four party colours.
Due to the success of this project I got asked to speak as part of the youth panel on my views on politics and political design at the Creative Conscience conference.