VISUALS

License to Complain
Provincial Election Get Out The Vote Campaign for
University of Alberta Students’ Union
Digital + Print | 2019

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CHALLENGE In Alberta, people 18-25 engage in democracy less than any other age segment. The University of Alberta Students’ Union (UASU) wanted to challenge that statistic and prove that students are eager to flex their democratic muscles if they are given the opportunity. The UASU partnered with Elections Alberta to host advanced polling stations in the Students’ Union Building.

SOLUTION  This campaign focused on reframing voting as an act of rebellion. Studies have found that Get Out the Vote campaigns increase voter turnout significantly if done consistently and with a stong call to action. The visual language, casual tone of communication, and the sneaky curse-words, all signaled that this was not another for-the-good-of-your-country style message. This campaign targeted 30,000 undergraduate students —many of whom would be voting for the first time.

FEEDBACK  Over our 4-day voting period we had 7.5K votes cast,  and over 4k pledges to vote. This was the highest voter turnout on campus ever.

WORK

^{Integrated media strategy including: social media, video, content marketing, space design, wayfinding, stunting and print visual communication.}