Government & Public Service
Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, forces marketing communications. Includes political messages and special interest/trad
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PROGRAM
2016 GOLD
2016 SILVER
Loss Aversion Trumps Voter Apathy
The power of Loss Aversion to influence human behaviour has been well documented in Behavioural Economics. Drawing inspiration from this field we developed a campaign for The Electoral Commission to drive voter registration by simulating the sense of loss from being denied the right to vote. Playing on our deep-rooted instincts, our "denial" strategy persuaded over 1.5 million people to register, turned around a decline in registrations, and became the most successful campaign in the Commission's history.
Brand:
The Electoral Commission
Client:
The Electoral Commission
Agency:
MullenLowe London
Language:
English
FINALISTS
Alcohol. Think Again.
One Drink
Republic of Singapore Navy
It's not crazy. It's the Navy.
Social Development Bank
Shop with Purpose, Empower Productive Families.
