Electoral Commission of Queensland

Opportunity

To create a public awareness campaign to increase participation rates and reduce the number of informal votes cast at the Queensland Local Government Elections in March 2020 and the State Government Elections later in the year.

Solution

Engine positioned the elections as ‘The Day to Have Your Say’ and developed executions that encouraged everyone to do exactly that. In particular the campaign spoke to elements of the electorate that historically have felt less confident voting, such as Indigenous and Torres Strait Islander peoples, younger voters, first time voters and Culturally and Linguistically Diverse communities.

Total votes for the State Election increased to 87.92% of the voting population (vs 87.52% in 2017) and total informal votes decreased to 3.31% (vs 4.34% in 2017) – given complications from COVID-19, this is an outstanding result.