Voter Count
Over the past ten Canadian Federal Elections (1984-2011) statistics have shown that votership has been steadily declining. During the last federal election only 54% of eligible voters cast a ballot. However, the more troubling statistic is the number of voters in the age demographic of 18-26. A lowly 33% of voters in that group cast a vote.
Finding Canada’s Voice
So why are people (especially the youth) not voting? Elections Canada’s brand was showing it’s age and needed to be rejuvenated to be comparable to other national election governing entities around the world. This included a revamped website, as well as, a new mobile app to bring the vital information about the election to the nation's population through the ever growing use of mobile technology.
However, to connect with the youngest voters, a new brand identity was not enough. A separate marketing campaign by Elections Canada launched under a different brand to target Canadian youth was created to educate and urge them to vote. This campaign features it’s own microsite and have a very heavy presence on social media. This allowed young adults to ask questions about the election, and discuss hot topics on the election with each other.
The Final Tally
The new brand was praised, as a much needed improvement. The logo was clean, modern and yet still maintained the appearance of an official government entity. The target market enjoyed the ability to quickly ask their question either on social media or on the microsite to get the answers to the questions that had previously held them back from casting their vote.
This is a student project
