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Voter ID pilot

Cabinet Office

A mockup of a landscape billboard outdoors. It reads 'Live in Woking borough? Bring ID to vote on 3 May'.

The challenge

Cabinet Office asked us to create branding to pilot an awareness campaign encouraging eligible voters to bring ID to the polling station. The independent report ‘Securing the ballot: review into electoral fraud’ had recommended that electors should produce personal identification before voting at a polling station.

Our solution

Our campaign made the point clear: you now need to bring ID to vote. Following extensive audience testing, we used friendly illustrations to create a positive and accessible look with the required ID document at the forefront. Simple, memorable instructions assert the actions local people needed to take to vote.

A Voter ID postcard. It reads 'Live in Gosport? Bring ID to vote on 3 May'.
A mockup of a smartphone with Voter ID graphic. It reads 'Live in Watford? Bring ID to vote on 3 May'.
A mockup of a newspaper ad with Voter ID graphic. It reads 'Live in Gosport? Bring ID to vote on 3 May'.
A mockup of the side of a moving red London bus with Voter ID graphic. It reads ‘Live in Bromley? Bring ID to vote on 3 May.'

The campaign was a huge success and even increased the vote in some areas.

Nancy Benson, Head of Campaigns, Cabinet Office

Project summary

Client
Cabinet Office
Objective
Encourage eligible voters to bring ID to the polling station in local elections
Audience
Eligible voters in Woking, Watford, Gosport, Bromley and Swindon
Launched
Spring 2018
Produced
Campaign branding, banners, social media assets, outdoor posters

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