The NSW Electoral Commission have released a taste of their 2019 State Election campaign with a series of TVCs.
The campaign is the brainchild of independent Australian agency AFFINITY, who won the NSW Electoral Commission contract in September 2018.
The series of spots can be viewed on AFFINITY’s Vimeo account.
AFFINITY chief strategic officer Angela Smith explained the basis of the work: “Taking a look at available data, we quickly realised NSW voters had one of the best compliance records in Australia, and Australia is one of the most compliant countries in the world.
“Preaching about democracy or threatening the electorate with dire consequences wasn’t necessary. Instead, our strategy was to enable the people of NSW and direct them to useful tools to help them remember to vote.
“As it turns out, whilst 90.49 per cent of eligible voters turned out to vote at the previous election, the biggest stumbling block to not voting is simply in remembering when to vote”.
The light-hearted campaign across TV, print, outdoor, radio and digital, plays on the uniquely Australian theme of voters selecting their voting centre based entirely on the quality of the sausage sizzle and cake stand selection.
Emulating a race or event preparation regime, AFFINITY created a series of tips, to teach voters helpful techniques leading up to election day to help them get ‘fit’ to vote.
Initial elements of the campaign are in market this week with the TVCs first airing early March in the lead up to the NSW election on Saturday, March 23.