The Department of Constitutional Affairs is spearheading the '1824 collective' campaign – so called as it targets 18 to 24-year-olds – and has joined forces with several bodies, including the Greater London Authority, to run the initiative. Marcoms firm Ebb & Flow and GLA incumbent Freud Communications have been tasked with creating media interest. National as well as London press are being targeted, plus urban and music magazines. Radio, Tube and bus ads broke on 3 February.
The CD and video were unveiled to the media this week. They feature urban artists such as Baby Chan and L-Man performing a track encouraging London's youth to register for the 4 May elections by 13 March.
'Our target audience is hard to reach, but we've drawn on the strengths of our campaign partners,' said DCA director of communications Lucian Hudson.