Report overview

This report outlines the context, strategy, programme elements and delivery for the Electoral Commission’s public information campaign for Election ’08.

The full report is available, at right, in two download formats.  The formal report is presented as a .pdf download, while a PowerPoint Show is available as an alternative.  Please note the large file sizes due to the amount of imagery included.

Our information programme for Election ’08:

• Aimed to fill MMP knowledge gaps while pushing ease, relevance, action
• Had a budget of $1.05m 
• Reached all aged 18+ with a core three week multi-media campaign
• Included election week and election day environmental initiatives to increase election visibility
• Had young voters as a major focus with tailored campaigns using a range of creative approaches, social networking websites, youth media channels, and community projects
• Also put extra effort into reaching migrants, news media, under 18’s, and the disabled
• Built on our ongoing education work focused on the school and tertiary sectors, the media, and other influencers.

The campaign, as is all our education and information work, was based on political science and behavioural change theory and best practice. It was informed by turnout and research data:

• Most understand MMP
• Turnout is declining
• Political efficacy (self-perception of interest, value and ease of politics/voting) is a predictor of voting, with perceptions of “ease” potentially fruitful to address
• Young non-voters fit into five general profiles based on their electoral knowledge and motivation but generally all share the sentiments of “I’m in the dark” and “It’s not on my wavelength”.