Modern Marketing

Air creates voting campaign for Salford City Council

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By The Drum Team | Editorial

April 19, 2010 | 3 min read

Salford City Council has begun a campaign to promote voting to the people of Salford ahead of the forthcoming general and local election, created by Air Creative.

The ‘Make Your Mark’ campaign aims to encourage the whole city’s electorate to vote during the election, with a particular emphasis on young people and first-time voters.

Bluetooth and SMS texts will be used to target potential voters, alongside mailshots and a traveling exhibition, alongside posters of Salford residents preparing to use their vote.

Paul Barnes, MD of Air, explained, “By using real-life people in real-life situations we wanted to convey the idea of individual people being empowered to make individual choices. Photographers Shaw & Shaw were used to give the ads a natural, ‘documentary’ feel. ³Whilst we needed audiences to instantly recognize the message, we also needed the ads to have an authenticity about them, without being gritty or downbeat. Apathetic voters need to understand that elections are a positive, inclusive, and straightforward process.”

Sue Hill, Salford City Council's corporate marketing manager described the brief behind the campaign: "We wanted a campaign that used a simple message with a strong image. Air responded to the brief brilliantly and we've already seen good results with a definite increase in the numbers of people calling us to find out how to register their vote."

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