The Brief Ep 13: Note to self – how the Electoral Commission changed the nation’s behaviour

In 2022, the Elections Act introduced a huge change for in-person voting – voters would now be required to present eligible photo ID at polling stations or face being turned away. The Electoral Commission had to find a way to clearly communicate the new ID requirements to the nation across a vast array of demographics, without impacting the public’s motivation to vote.

The solution? Giant sticky notes.

For this episode, we’re joined by Susan Crown, Flick Duncan, and Kayley Almond to uncover the challenges the new law presented, the story behind the campaign, how they shifted behaviours, how they got the first ad out within 24 hours of the General Election being announced, and the incredible results the campaign has generated.

What we cover in this episode

• Where do you begin when trying to change the behaviour of so many demographics?
• Going down wormholes and the importance of segmentation
• Overcoming apathy and understanding barriers
• The importance of research and accessibility
• How the sticky notes stood out amongst 12 options
• Why the team were operating at severe risk early on
• The pressure of overcoming negative public opinions and getting the tonality right
• Finding longevity in the creative
• How the team go the first assets out within 48 hours of the general election being announced
• Bringing the ‘warm and fuzzy’ to life-admin
• Finding the human touch (including hand written sticky notes)
• Key lessons in accessibility and inclusion
• Why post-campaign analysis is a must
• Connecting with key audiences
• The incredible results generated by the campaigns

Watch the ads

Voter ID: https://www.youtube.com/watch?v=WDU6_ZW-mRw

Voter registration: https://www.youtube.com/watch?v=HHb8lrjRPIY

About the speakers

Susan Crown is Head of Campaigns and Corporate Identity at The Electoral Commission and is passionate about encouraging participation in democracy. An expert in marketing, press, strategic, internal, and corporate communications, Susan as extensive experience in developing behavioural change campaigns.

Flick Duncan is Managing Partner at McCann, leading on some of the biggest household names. With a belief in building trusted, open and collaborative partnerships, she is dedicated to achieving ambitious, world-first creativity and growing industry-leading client servicing teams.

Kayley Almond is a seasoned Strategy Director at McCann, celebrated for her innovative thinking and passion for igniting creative sparks that help businesses meet their growth potential. With over a decade of experience shaping impactful campaigns for esteemed brands like Hargreaves Lansdown, Lancome, and the Electoral Commission, Kayley approaches her work with humility and a desire to connect with real people.