The Australian Electoral Commission needed a long-form video to explain to people with no fixed address that they were still eligible to vote. It was a tricky problem to overcome, as most voting resources always asked for your address and polling booths were always local to where people lived. The target market also included people with limited literacy skills.
The challenge was to make something that people could easily understand, but also took the target market’s sensitivity to feeling patronised or mocked into consideration. The insight? The only common element for most of the target market’s day-to-day lives was themselves. Because of their transient nature, everything around them constantly changed. This concept of the environment constantly changing was the device used to explain that the Australian Electoral Commission was also changing to make it easier for them to vote.
The solution was an animation that showed a variety of people in this circumstance, but with a focus on their living situation rather than their living conditions. In the video, the environment around them constantly changed, with the person being the only constant. Then the Electoral Commission was shown as changing to suit their environment. The animation style also allowed information to be presented as simple infographics, making them easier to understand.
The campaign is still used by the Federal Government and has been successful in driving higher voting rates among people with no fixed address.
