Elections for the Flemish Youth Council are organised every 4 years. Those elected are given the mandate to represent young people before Flemish policymakers. In collaboration with De Ambrassade, Hurae took charge of an on- and offline campaign aimed at encouraging as many young people as possible to cast their vote.
“Stem voor jezelf”
"Vote for yourself", the central message, was amplified with distorted and stretched images. For this, we organised a photo shoot with several young people, photographing their mouths, ears and eyes, as a metaphor for letting their opinions be heard on the one hand, and interacting and debating on the other.
The campaign was conducted both online and offline. Using a typical awareness-consideration-conversion approach, we developed an online advertising strategy on social media, lasting just under two months. An activation team was sent with a trendy camper van to the Flemish cities and we provided posters in cafés and on the campuses of all student cities.
We also created a bundle of informative content, focusing on the themes of the Flemish Youth Council and the necessary practical information for the voting procedure with Itsme.
Via Snapchat, Tiktok and Meta, the campaign achieved a unique reach of 500,000 young people, accounting for more than 6 million impressions of the entire content set. The campaign matched the number of votes from the previous election. A great succes.
We found a way to grow political engagement among a generation with limited confidence in politics.