#APartirdeAgora - Voting Campaign Concept
In 2021, Portugal had Presidential elections. At that same time, right wing parties were on the rise and inflamming content was spreading in the media.
The danger was imminent. I wanted to tackle this matter by bringing one of the largest populational groups to the forefront and appeal to their vote: the youth.
Insights
In Portugal, Rap/Hip-Hop artists have the highest numbers in streaming platforms.
Hip Hop streaming numbers and visualizations surpass portuguese Pop music artists’ by large numbers. See here.
Age range of listeners of Portuguese hip-hop are between 16-30 years old.
Data
51,4% of population abstained when voting for presidential elections in Portugal in 2019
Only 19% of young people voted for European elections in 2014
114.456 people turn 18 in 2020
1.641.113 eligible voters (between 18 - 29 years old)
Content formats
Reels
CTA / Inspiring: Visuals of the rapper with voice over: “have you ever thought what could happen if we all voted?” / “I vote because...”
In-feed post
With lyrics overlay. References to change / politics / taking action
Concept
The campaign leveraged Hip Hop's irreverent energy and insurgent approach to inspire the youth to take action and make their voices heard.
It aimed to encourage and empower the youth to vote in the 2021 Portuguese Presidential elections, byusing an iconic hip hop call-to-action song from the most famous Portuguese rapper - Sam The Kid -, "A Partir de Agora," which translates to "From Now On." The incorporation of the campaign messaging into the lyrics of the song was a strategic decision to make it catchy and memorable.
Hip Hop is a home for many. Particularly those who feel over- looked and underappreciated. It serves as a safe space for the hustlers and dreamers, and it's about taking back power and striving for a better tomorrow.
The campaign positioned the youth as agents of change and highlighted the power of their voice in shaping Portugal's future.
Goals
- Share useful information on how voting and voting systems work
- Provide a better understanding of portuguese politics and parties for young portuguese people
- Increase the number of young voters between 18-26 years;
- Raise awareness on the importance of voting;
Key Messages
1. Your vote matters: By casting your vote, you have the power to influence the political system and bring about positive change.
2. Every voice counts: It's essential that everyone participates in the democratic process by exercising their right to vote. By doing so, you can have a say in the decisions that affect your community and country.
3. If you're over 18, you have the right to vote, and it's crucial that you exercise that right. Your vote is your voice, and it's essential to use it to shape the future.
These messages appeal to individuals' sense of agency and their power to make a difference. By highlighting the impact of voting and emphasizing that everyone's voice matters, the campaign hoped to motivate more people to participate in the political process.
Additionally, by reminding this group that at 18 years old you can vote, the campaign can encourage young people to take part and exercise their democratic rights.
Overall, these messages can inspire more people to vote, resulting in a more engaged and representative democracy.
Content pillars
Informative
- Why we vote
- What are we voting for (presidentials + candidate’s agendas) - Which powers does the president hold in the system
- Voting dates
- Who’s eligible to vote
- How to register to vote
- How and where to vote
- The impact of voting impact (through data and news articles)
Motivational
-Inspiring lyrics and music video excerpts
-Inspiring quotes about change and politics from artists - Giveaways
CTA
- ”Go vote” content by known rappers and producers - Verse challenges
Entertainment
-Verse challenges
Videos
Music video snippets with with references to change / politics / taking action
Stories
“Go vote” videos from rappers, quizzes and sharing useful links. Also use for reposts.
