Electoral Commission seeks 280,000 new potential voters with return of 'Got 5'

The Electoral Commission aims to get at least 280,000 more people to register to vote in a campaign launched this week ahead of local government elections in England and Northern Ireland, in May.

One of the images from the Electoral Commission's new campaign
One of the images from the Electoral Commission's new campaign

It focuses on the ease with which you can register to vote, comparing it to everyday tasks such as waiting for the kettle to boil or running a bath.

Key messages of the campaign are that it takes just five minutes to register and all you need is your National Insurance number to do so.

The £1.4m campaign – which runs until 12 April, the deadline for registering to vote – includes advertising on podcasts as well as on TV, radio, social media, online, and at outdoor sites in locations such as bus stops and railway stations.

There is a particular focus on groups less likely to have registered, such as those aged between 18 and 34, students, people who have moved recently, and those who rent their home.

It aims to build on the success of last year's campaign, which helped the Electoral Commission succeed in getting 270,000 people to register to vote for local elections – 10,000 more than the 260,000 target it had set.

The new phase of the campaign is running across channels including the organisation’s own social-media accounts and those of local authority comms teams across the country.

Craig Westwood, director of comms and research at the Electoral Commission, told PRWeek: "We know that young people, recent home-movers and private renters are less likely to be registered than other groups."

He added: "Our ‘Got 5?’ campaign reminds people they must be registered in order to vote… and highlights how quick and easy it is to register online. It only takes five minutes."

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