Remember Me
Client New Patriotic Party
Campaign Remember Me
Departments
Creative
Photography
Production
Post-production
Media
Multiple research and social media general sentiment had found that about 40% of the Ghanaian electorate were undecided about the 2020 general election in Ghana. Such levels of apathy was most likely going to push the election to a run-off, and Ghana's election history indicates that the incumbent political party always loses to the opposition party.
Our task was design an advertising, public relations or political party communication idea to stimulate voter interest in the 2020 general election and consequently reduce the voter apathy.
Our approach
EMOTIONALISM: Emotionalism is an advertising technique designed to leverage feelings such as joy, nostalgia, fear, love, or empathy to create a strong emotional response that resonates with the audience. We built on truth to make the audience feel the action the advertisement is asking them to take is rather a noble responsibility, and not a mere consumer choice. We applied emotionalism through Integrated communication to boost voter interest in a direction that will benefit Nana Akufo-Addo and the New Patriotic Party (NPP)
Creative Action
In the incumbent NPP's case, their flagship achievements were what we would call their products: so we developed a tactical integrated advertising campaign that had the beneficiaries of those flagship achievements making an emotional appeal to the electorate to safeguard their livelihoods and future with their votes. By doing that, we offered the ‘uninterested’ electorate an emotional reason to vote, and also the direction their votes should be cast.
THE IDEA
MY LIFE DEPENDS ON YOUR VOTE, REMEMBER ME.
The Outdoor Campaign
We deployed billboards cross all the 16 regions go Ghana, essentially asking the apathetic electorate to 'Remember Me' when you go to cast your vote because my life depends on your vote.
How We Rolled The Campaign All The Way to the Voting Day Without Breaking The Law.
The Electoral Commission of Ghana demands that all political parties cease campaigning one week before the voting day.
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In our bid to keep the message in the minds of voters leading up to the voting day, we created "reminders" by distributing free shirts that carried the message and the aesthetic identity of the campaign, without featuring the political parties' names or logos. The message was translated into various local dialects across Ghana to enhance emotional connection.
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These shirts were worn by a cross-section of the general populace at all times and in all places –even near and around the polling stations throughout the voting day.
Results
The campaign generated over 85million online impressions and engagements .
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The campaign became the no.1 trending advertising subject during the election campaign.
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The immediate impact of the campaign compelled the opposition party to react to the campaign with counter based off the same 'Remember Me' headline.
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Scores of apathetic electorate across social media and traditional media platforms openly declared a change of mind –in the end, voter turnout exceeded the previous election and the incumbent NPP won in the first round.
The campaign continues to gain impression even after the elections.
