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London Elects launches 2012 election campaign encouraging voters to 'Have your say - vote 3rd May'

16th April 2012

London Elects advert on the streetA new London-wide advertising campaign has been launched this week to encourage Londoners to vote in the 2012 London elections on 3rd May.

The campaign 'How do you like your London?' is aimed at London's 5.8m eligible voters to promote the election for the Mayor of London and the 25 London Assembly Members. Using familiar London icons such as the London taxi cab and Underground train, the brightly coloured campaign is designed to capture attention and make Londoners more aware of the issues which the Mayor and London Assembly are responsible for – from transport and policing, to culture and the environment – things that affect Londoners’ everyday lives in their city.

The multi-media campaign has been created for London Elects - the body organising the elections - by WCRS, after a competitive pitch last July, with media buying by MEC Global.

The advertising campaign will be displayed across radio (18th April-2nd May), press (1st April-3rd May), online (16th April-3rd May) and outdoor, including bus sides, 6 sheets, tube panels and DEPS (16th April-30th April). The design and branding created by WCRS has also been applied to all of London Elects' public information election materials including the new website, information leaflets and posters and will also be used on information displays in the 4,000 polling stations set up across London on 3rd May.

London Elects advert on a bus sideThe advertising has been split into two phases, the first raising awareness of the elections and highlighting the different aspects of London life directly affected by the Mayor and the London Assembly. The second phase, in the days just before the election, will focus on information about when and how to vote.

Sarah Garrett, Communications Manager at London Elects, said: “You might think you don’t like politics or it doesn’t affect you, but once these 26 people are elected, they will make decisions on your everyday life in London for the next four years.  It’s about everything from transport and policing, to housing and the environment and we want to help you have your say.  Our campaign provides lots of information about what the election is about and how easy it is to vote using your 3 ballot papers.  We’re really excited about the campaign WCRS have created and we think it will really help get Londoners excited about this election.  This is your chance to say how you like your London for the next four years – so look out for our adverts, log onto our website and make sure you vote on 3rd May.”

Ben Long, Creative Director at WCRS, said:

“To remain politically neutral but still stand out in a territory of other political messages involved quite a bit of dexterous thinking. Our campaign therefore focuses on aspects of London that we know people care about and, whatever their view, only voting gives Londoners a voice.”

Anyone that lives in London and is a British, Commonwealth or EU citizen, is registered to vote and will be 18 years old by 3rd May can vote.

ENDS

Notes to Editors

For more information about London Elects please contact:
Emma Crowe at London Communications Agency on 020 7612 8478 or 07917 728131 ec@londoncommunications.co.uk

For more information about WCRS please contact:
Olenka Lawrenson, Head of Marketing, 07974 178985, olenka.lawrenson@wcrs.com

Full credits:
Client:                       London Elects
Agency:                    WCRS
Creative Director:     Ben Long
Creatives:                 Gavin Cumine & Andy Parkman
Agency Producer:     Sarah Knight
Account Handling:    Anna Covell
Channel Planning:     Rik Moore

Media Agency:        MEC
Digital Animator:      Gerry Levens

  1. The election itself will see nearly 4,000 polling stations set up across London on 3rd May. The stations will be manned by 11,400 staff between 7am and 10pm. Another 3,500 staff will then be on hand to help with the count.
  2. The count itself is the most complex in the UK as it deals with three ballot papers – one for the Mayor, one for your constituency Assembly Member and one for the London-wide  Assembly Member – and three different voting systems.
  3. London Elects is the independent body responsible – under the direction of the Greater London Returning Officer (GLRO) – for delivering and encouraging participation in the Mayor of London and London Assembly elections.
  4. London Elects is part of the Greater London Authority, but is operationally independent. It has a separate budget and reports directly to the GLRO.
  5. London Elects has appointed London Communications Agency (PR), to work with its small in-house team to deliver a comprehensive awareness and voter education campaign.
  6. More information on turnout, including on a constituency and borough level, can be found here: http://data.london.gov.uk/documents/GLA-mayoral-elections-2008.pdf
  7. As of 1 December 2011, there were 5,796,259 registered voters in Greater London. The latest registration figures, including by borough, can be found here: http://www.ons.gov.uk/ons/taxonomy/index.html?nscl=Electoral+Registration

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