The Electoral Commission has partnered with DLKW Lowe to launch an integrated campaign promoting an impartial guide to voting in the upcoming independence referendum.
The voting guide, which is being sent to every household in Scotland, contains factual information on how to register and the different ways to vote in the referendum.
The 12-page guide, also designed by DLKW Lowe, contains information from the two lead campaign groups – Yes Scotland and Better Together – along with a joint statement from the Scottish and UK Governments on what would happen in the event of either a ‘yes’ or ‘no’ result.
To raise awareness of the guide currently being sent to over 2.5 million households in Scotland, DLKW Lowe has produced TV, radio, OOH, print and online advertising.
“Our TV, radio, online and billboard campaign is geared towards people in Scotland looking out for our impartial booklet coming through their door. People will have seen and heard a lot about the referendum already so we wanted to create a campaign that stands out from everything else. We’re delighted with the result,” said Alex Robertson, director of communication at the Commission.
“It’s also great to have got so many partners onboard, including Facebook, who will be helping millions of people in Scotland see our guide in their newsfeed.”
DLKW Lowe MD, Jamie Elliott, added: “Our job was very clear: to cut through the debate and noise to ensure that anyone who can vote in the Scottish Independence Referendum is equipped with the info to do so.
“We focused on creating an 'unmissable' front cover to the leaflet that will be going through every letterbox and built the integrated campaign out from that key distinctive visual: it is the hero of the campaign; one in keeping with an event many do not want to miss.”
Academy Films’ Nadia (credits include music videos for The 1975, Naughty Boy and Maverick Sabre) directed the spot which sees a neon sign juxtaposed again serene Scottish landscapes and typical urban scenes.