Voting Sucks* is a campaign to tackle declining youth voter engagement in Canada.
“Young people in Canada aren’t voting. It’s a common misconception that young people don’t understand or care about social and political issues, we know that’s not true. Young people care, they’re just not voting. There’s not one perfect solution to address youth voter engagement, but with any wicked problem you have to start somewhere. The Voting Sucks* campaign presents a consequence-focused approach that positions voting as a necessary evil. Just like voting, we all have responsibilities we don’t enjoy but still have to do. Through a series of playful ads that show the dramatized consequences of not doing relatable chores, the campaign establishes voting as a necessary evil.Voting sucks—you still gotta do it!”
Dishes are a chore that most people hate. Through playful imagery, the viewer is shown the exaggerated consequence of leaving dirty dishes to pile up in the sink. Imagine roaches crawling all over your kitchen—gross! Just like voting, it sucks but you gotta do it!
Imagine looking in the mirror after not brushing your teeth and seeing a mouth full of rotting teeth. It’s the ultimate consequence of not prioritizing oral hygiene. The photograph is of zombie teeth photoshopped into a cheeky grin. Just like voting, it sucks but you gotta do it!
The idea of showing up to your job without clothes might keep you up at night. Laundry has never been so important! Trust us, your co-workers don’t want to see that. Wash your clothes and get to the polls. Just like voting, it sucks but you gotta do it!
The target audience has a large digital existence. They are on all of the major social media channels, consume news online, and build community in digital spaces. The Voting Sucks campaign will spread the message through the @votingsucks social media accounts and targeted online advertising.
Campaign ads will be placed on screens and posters in and around post-secondary campuses, municipal libraries, and community centres to meet the target audience where they are.
Through out-of-home advertising, the Voting Sucks* campaign will reach the target audience through in-person pop ups at post-secondary campuses, municipal libraries, and community centres to distribute voting information, stickers, and buttons and answer questions. During campus orientation weeks, the campaign will connect with even more young people.