World Record Breaking Voter Registration Drive

Bite The Ballot (BTB) held the UK’s second annual National Voter Registration Day. During the week of 2-8 February 2015, we registered 441,696 people to vote – a world record (per capita) and deemed ‘the most successful drive’ of any Western democracy.*.

1/3 of people who registered to vote on #NVRD were aged 16-24: are you registered? gov.uk/register-to-vote

Posted by Bite The Ballot on Wednesday, 4 March 2015

Brief:

Social media / digital / partner lead: Work with selected community, commercial, media, and political partners to co-ordinate digital communications to register 250,000 people to vote.

Approach:

On the evening of 4 February, #NVRD was beamed on to the UK Parliament’s Elizabeth Tower (Big Ben). This was the starting gun that kicked off a nationwide day of action.

Media Partnerships
Some of the largest digital companies in the world backed NVRD in various ways from modifying their platform to supporting us spreading the message. 

Google added a link to the homepage of google.co.uk, made posts and tweets about the day on social media.  Facebook created a button that was “served to all adults in the UK” prompting them to register to vote. Twitter not only let us hold our war room at their London head quarters but supported us with the promoted trend for the day, tweeted about us and even mentioned us in their blog!

Content to Inspire, Educate and Create Action
Along with Ben White we strategised 100’s of pieces of digital content that I later produced with a small creative team and distributed to millions of people across social channels.

We used quotes, cultural references, statistics and cold hard facts to inspire, educate and motivate people to create action; below are some of the fantastic examples:

SHARE THIS: It’s time to #TakePower Register NOW: http://bit.ly/voteworthwinning

Posted by Bite The Ballot on Thursday, 5 February 2015

Oi you bloody sods, are you registered to vote? Then do it ya lazy sod, get registered now! https://www.gov.uk/register-to-vote

Posted by Bite The Ballot on Thursday, 5 February 2015

‘Yo… Mr White.’#RegisterToVote: bit.ly/voteworthwinning

Posted by Bite The Ballot on Thursday, 5 February 2015

No matter if you vote or spoil your ballot paper, #RegisterToVote! You, the people, have the power – let us unite and make our voices heard! #TakePower on #NVRD. Register: http://gov.uk/register-to-vote

Posted by Bite The Ballot on Thursday, 5 February 2015

“Weak leaders want you to stay silent” #RegisterToVote #NVRD http://bit.ly/voteworthwinning

Posted by Bite The Ballot on Thursday, 5 February 2015

Bob Marley would have been 70 years old today. He stood up for his and others’ rights to speak and be heard. He was a true legend. Happy birthday, Bob. ‘Don’t give up the fight.’

Posted by Bite The Ballot on Friday, 6 February 2015

Championing live grassroots action
There were many co-ordinated events and registration drives across the UK to help deliver this huge project. I committed to highlighting and championing as many people and groups responsible through social channels to recognise those putting in the effort and to inspire others.

Partner co-ordination

I co-ordinated BTB digital content across the week and also briefed and supported all media partners including The Independent, Twitter, Attitude Magazine, ITV etc.

I also co-ordinated the political party social media and press teams (with support from Oliver Sidorczuc) to show their support

Screen Shot 2015-02-06 at 10.29.05 Screen Shot 2015-02-06 at 10.29.16Screen Shot 2015-02-06 at 10.29.27

The level of social media interaction we experienced last week was unprecedented. It showed a true desire for change and engagement in the political process. Although we were the promoted trend for the day (#RegisterToVote) by 9am on the morning of NVRD we also managed to hold 4 out of 10 trends on Twitter. Showing just how wide spread the conversation was about registering to vote. Throughout the day we shared inspirational, education and fun content that helped drive 1000’s of people to the .Gov site to get registered.

I was responsible for a 30k advertising spend across Twitter yielding the following results

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Results: 

  • 14.4 million digital impressions were created solely from the Bite The Ballot social media accountsOverall in 7 days we registered 441,500 people.
  • Registering 166,167 during National Voter Registration Day alone.
  • You can see from the data above that at it’s peak on National Voter Registration day we there were over 8000 people registering during one snapshot of the day.
  • 80% of people were accessing the online registration portal via mobile, showing just how far along the process has come.
  • NVRD and it’s variations trended nationally, and organically 4 separate times throughout the day of 5th Feb.