For Future’s Sake

Build excitement while educating young adults about the importance of voting at the upcoming election.

Role

Art Direction
UX/UI
User Research
Experience Mapping

Team

David Hughes
Tristan Scott

Year

2016 / 2017
Audience Graphic Design

How do we get 18-24 year olds to get interested in the upcoming New Zealand elections? Get comedic social media star William Waiirua and use innovative digital content to create the For Future’s Sake, Vote campaign to target them directly.

During the 2014 genelal election, the lowest voter group who actively voted were those in the 18-24 year old age range. Through our research, we found that many had various reasons for not actively voting, ranging from not understanding how to vote to not feeling that their vote will change anything.

In order to educate an age group where many participants will be voting for the first time, a campaign was created which was fronted by a comedic social media star who they are familiar with, and supported with an innovative augmented reality mobile app to drive the messages we were trying to push.

The Results

The combination of using William Waiirua and new technology really engaged with young users and found that there was a massive positive response, and consistent downloads from the App Store during the whole campaign leading up to the elections.