Snapchat and the Electoral Commission have joined forces in a campaign to remind voters across Scotland to register to vote in the council elections on 4 May.
Scotland is unique in the UK, in giving 16-17 year olds the right to vote in council elections.
This creates new challenges for communicators to ensure this younger demographic is aware of the need to register. For the first time in the UK, Snapchat has created a unique voter registration geofilter (or “filter”), launching today, which reminds users in Scotland to register before Monday 17 April.
Snapchat is one of the most widely used social media platforms among millennials and more than 10 million people use Snapchat daily in the UK.
Electoral Commission research shows that young people are typically less likely to be registered than older voters, with only 69% of 18-34 year olds correctly registered in Great Britain compared to 96% of those aged 65 and over.
Craig Westwood, Director of Communications & Research, said:
“Less than half of people in Scotland are aware that 16 and 17 year olds can vote in the council elections on 4 May, and only 10% know when the registration deadline is. Working with Snapchat gives us a fantastic opportunity to reach a typically under-registered audience and let young people in Scotland know that they can use their voice in these elections”.
The Electoral Commission’s national voter registration campaign launched on Monday 20 March and includes advertising across TV, radio, video-on-demand, and digital channels, as well as a voting guide which has been delivered to all households across Scotland. The Commission has also repeated its successful #ReadyToVote initiative which saw nearly 300 schools in Scotland take time out during the day to help their pupils to register.
The Electoral Commission continues to work in partnership with Facebook, which placed a registration reminder in the News Feeds of users in Great Britain over the weekend. The Commission is also working with the new social network Nextdoor to remind its users to register before the deadline.