CONTRAST is a feminist organisation dedicated to research and social action.
They wanted to carry out a simple communication action to help promote voting in the Spanish general elections on July 23rd, 2023.

The city council and regional elections of May 28 had recorded a worryingly high level of abstention: 36.1% of the voting-eligible population didn’t show up at the polls.

This campaign aimed to contribute to the mobilisation of voting-eligible citizens to participate in the national elections on  July 23rd (“23J” in Spanish journalist jargon), thus exercising a fundamental right that has been achieved after decades of struggles to reach democracy in Spain.

This was a last-minute, no-profit, low-budget campaign that had to get maximum effect for minimum means.

The campaign was centred on a simple call to action and directed at younger generations. It was meant as an apolitical campaign. We didn’t want for anything to take attention away from the action: VOTE, exercise democracy.

We decided to focus on some key topics that are near and dear to Gen Z.
To connect on an emotional level, in a way that resonates and is relevant to everyday life. To focus on the positive value of what the action of voting represents.

We did this by promoting the value of community and the power of participating in decision-making. By grounding politics in everyday life, on issues that really matter to the target audience.

We wanted a motto that could connect people with the complexity of politics in a simple way.

We looked at relevant social justice slogans from recent freedom of choice campaigns – eg. “Más Amor, Por Favor” (More Love, Please), Mi Cuerpo, Mis Derechos (My Body, My Choice), “Orgullo De Ser” (Pride Of Being) – and decided to use the same language.

And found our message in making your voice heard: My Vote, My Voice.
#MiVotoMiVoz

We made the most out of our time and budget constrains by focusing on copy-only ads.
We wanted to be seen by Gen Z and for them to share as much as possible.
So we made it BIG, BOLD, IMPACTFUL.
And flashy and fluid and smart and funny.
And provocative against stereotypes and non-inclusive language.

We focused on 4 main topics that translated into messages and visuals:

1. Influencer:
– This Sunday give it a Like that actually counts
– 1 day as an influencer / 4 years of sofa complaints 
– Stop scrolling – Start commenting – In the ballot box

2. Stereotypes:
All politicians are the same / All youngsters are the same

3. Vicious Circle:
Politicians don’t represent me > I don’t vote > Politicians don’t represent me …

4. Community:
– Pride of voting 
– More votes, please