Podcast - Note to self – how the Electoral Commission changed the nation’s behaviour

Published on 21st August 2024

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. So, how did they do it?

We've all seen the giant sticky notes reminding us to bring our ID to vote, but the effective simplicity of the campaign didn't come easily. In this episode of The Brief, we find out more about the intense research, strategy, creative, and media that went into changing the behaviour of an entire nation. From putting accessibility at the heart of the campaign, to moving at pace following the announcement of the general election, there's a lot to unpack.

Ellis Bird is 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 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