Eighteen to 24-year-olds are being targeted in particular. 'The young, poor, black and other ethnic minorities are less likely to be on the register than older, white people,' said a DCA spokeswoman. 'This means they are not represented and do not have a voice.'
London's electorate is the most poorly represented in the UK because of failure to register, with an estimated 550,000 eligible voters missing from electoral registers in the capital, according to the DCA.
Other partners include the Mayor's Office, the Commission for Racial Equality, the Association of London Government and Operation Black Vote. The DCA's head of comms is Lucian Hudson.