Tackling low youth voter turnout requires a fresh approach. Ogilvy UK partnered with My Life My Say to create "You Already Vote, So Vote," a campaign that speaks directly to 18-24 year olds. The strategy? To reframe voting as an extension of the choices they already make.
The campaign was sparked by research that found young people are at least 68% more likely to vote in reality TV shows than in elections.
The integrated campaign features influencers from the likes of Big Brother, Love Island and Britain’s Got Talent to encourage young people to register to vote for the 2024 local mayoral elections. Reality TV stars Ashley Glazebrook, Bradley Riches, Sharon Gaffka, Will Best, Frankie Foster, Molly Marsh, Kai Fagan and Tanyel Revan appear in the film.
By connecting everyday activism to political power, the campaign aims to empower a new generation to make their voices heard at the ballot box.
