In the last UK General Election, 33% of registered voters didn't vote, highlighting the impactful number of 15.5 million uncast votes, more than the winning party's count.
The campaign by Voting Counts focuses on 'The Unheard Third,' positioning non-voters as a powerful political entity through a unique narrative approach that emphasizes the value of voting.
The strategy utilizes blunt messaging on out-of-home posters, twisting political campaign tropes to engage individuals in the democratic process without promoting any specific party.
Pastel colors are employed in the campaign's design to maintain a contemporary aesthetic while staying neutral and not associating with any particular political group.
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