Objective: To encourage BME audiences (especially 16-24s) in the Birmingham/West Midlands area to register to vote, by increasing the perceived relevance of registration and raising awareness of the need to register.

Strategy: To position your vote as your voice in society – a tangible means of demonstrating that you count, and a way to represent your opinion and wishes. The act of registration unlocks and activates your voice. This strategy builds on research and the insight that many in the target audience feel they do not have a say in mainstream British life because they are not counted or taken seriously i.e. their voice is not heard.

Campaign: The campaign was built around the line “To be heard, you need to have a voice” and the call to action “Use your Voice. Register to Vote”. Advertising via radio in West Midlands supported by mini-Posters in community outlets and key contact points, and also Lanyards to give away as part of Outreach activity. Outreach programme allowed personal communication, interactivity and active encouragement to action. Specially trained “Street Teams” got the message into the community via poster and lanyard distribution, registration desks in educational establishments/colleges, and an Adwagon in high-traffic areas. Finally an Online Street Team was developed via urban lifestyle website/portal 360X and also X-taster, to pass on the message and gain feedback.

Results: Post-campaign qualitative research showed campaign was very well received despite many barriers to voting and political engagement in general. The message was striking and communicated well, and Street Teams helped move people to action because they confronted people with the issue, using a credible and surprising public face, and being able to work flexibly and engage with people. Registration gains showed uplift in West Midlands suggesting campaign has worked.