New campaign highlights voting ID requirements for young Londoners

The #NoPicNoVote campaign will be promoted on digital screens in public places across the capital

a digital sign board displaying voter ID messages at a TfL station
A mock up of how the cmapaign will look

A new campaign has launched to make young Londoners aware of voter ID requirements for this year’s London Mayoral election, which takes place on 2nd of May.

Young Londoners identified the need for a campaign which spoke to young people, to raise their awareness of the London Elections and provide them with the voter ID information they needed to vote.

The campaign has been developed by young Londoners in partnership with marketing agency OLIVER and is supported by JCDecaux Community Channel.

Research suggests more than 180,000 Young Londoners (1 in 4) aren’t aware of Voter ID requirements and could be excluded from voting on polling day. Young people from lower socio-economic backgrounds are less likely to vote than their peers and may also be less likely to have a passport or driving licence (both amongst approved forms of voter ID) due to affordability. This campaign seeks to remove that potential additional barrier and to raise awareness of the alternative and free forms of voter ID which exist and the deadlines in place to secure these, such as a Voter Authority Certificate.

Young people from Brixton Finishing School and the Youth Board of independent charity Mayor’s Fund for London worked with OLIVER to develop the creative campaign and are supporting social media promotion of #NoPicNoVote via their peer networks to spread the word amongst young Londoners.

Kata, one of the young people involved in the campaign, said: “The team at OLIVER invited us in so that we could help make the campaign more powerful in order to grab the attention of young Londoners and make sure they understand the requirements to bring the correct Voter ID to the London elections in May”.

Phool, another young person also involved, said: “Raising awareness on Voter ID is essential if we are to increase youth participation in voting. Change for young people won’t happen if they are not given the opportunity to give their input. I found the creative process incredibly insightful and important – asking opinions from young people on issues concerning young people was key to create an outcome that will resonate with many.”

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