C4 aims to encourage under-25s to use their voting power with 'X'

With under a month before the nation goes to the polls, Channel 4 today launched ‘X’ - a new campaign aiming to boost the number of under-25s voting in this year’s General Election.

At the last general election just 4 in 10 under-25s visited the ballot box and yet, with many commentators predicting a hung parliament, first time voters could well hold the keys to Number 10 this year. ‘X’ launched with ‘Why give a XXXX?’, a short online video starring actor Steve Brody (Two Pints of Lager and a Packet of Crisps, The Office, Cardinal Burns, PhoneShop) on the streets finding out just how much the baby boomers actually know about the things that are important to 18-24s; from Snapchat to Tinder. When they see how little, that will be encouragement not to leave the election of their political representatives to the older generations. The broadcaster will therefore be reminding young people to register online and turn out to vote (the latter through a series of free personalised SMS messages).