The Campaign: Saatchi & Saatchi launches Voting is Hot AF campaign to inspire young voters

Saatchi & Saatchi’s creative initiative ahead of the general election on 4 July 2024, the Voting is Hot AF campaign, was aimed at motivating young people to vote.

A study conducted for the initiative revealed that voting makes someone more attractive, according to 40% of 18–24-year-olds. Moreover, 52% of young people consider regular voters to be more intelligent and 35% said voters are more trustworthy. The vibrant, visually arresting campaign re-imagined the voting X as a symbol of attraction and used iconography and slogans like ‘Get polled’, ‘Giving AF is hot AF’ and ‘Talk turnout to me’.

‘Finding the right message at the right moment to influence real behaviour change is when advertising is at its most powerful,’ said Franki Goodwin, chief creative officer of Saatchi & Saatchi. ‘It’s been extremely interesting mining dating and internet culture to find a real-world upside to young people engaging in politics.’

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