FCB AOTEAROA IS USING THE TIKTOK TREND TO ENCOURAGE THE YOUTH TO VOTE

We are certainly not the only ones who think New Zealand is heaven on earth and a place we dream of escaping to, away from everything wrong in the world we know. However, like any real place (even though it is so far away that it seems imaginary to us), Aotearoa (the Maori name for New Zealand) has serious problems to deal with.

We have already written about how they have the highest suicide rate among young people of all countries in the developed world, now the campaign created by the FCB branch from our favorite island again deals with the problem related to young people ‒ the reduced turnout of this age group in elections.

Young people aged 18 to 24 are not overly interested in political activities there either, and as the local elections are approaching, the Electoral Commission wanted to encourage them to exercise their right to vote. This is where FCB Aotearoa comes in with its creative solution.

Colleagues from the FCB network were aware that the target group they are addressing requires a special type of communication. Young people's attention is not shortened, but they will not devote it to content they are not sufficiently interested in. The simplest way to get someone interested in what you have to say is to talk about what is important and familiar to them.

FCB Aotearoa used a format well-known to young people and relied on the TikTok trend where dogs interact with their owners by pressing different buttons. If you haven't seen any videos of this type, we are taking a special opportunity to brighten your day. Here's one of our favorites! You're welcome!

In the campaign calling young people to the elections, this trend was used to underline the message that not voting is the same as agreeing to give up our voice and our right to be listened to and heard.

The campaign collected over 4.8 million impressions on TikTok, which is a record for the page of the New Zealand Electoral Commission and shows that choosing the right channel and the right format creates a chance of successfully reaching the target audience. It remains to be seen whether the rising awareness of this topic and an interesting creative solution will lead to some change in the electoral behavior of young people.

Source: Best Ads on TV