Hollyoaks stars launch new Electoral Commission campaign

18 March 2016

 

Channel 4 has today released a new advert for the launch of an exclusive campaign in partnership with the Electoral Commission, starring cast members from the multi-award winning soap Hollyoaks.

The bespoke advert, created by Lime Pictures and filmed at the Hollyoaks set in Childwall, Liverpool, reminds viewers about the importance of registering to vote ahead of the 2016 elections in May. The ad features Hollyoaks stars Jennifer Metcalfe (Mercedes McQueen), Amanda Clapham (Holly Cunningham), Jazmine Franks (Esther Bloom) and Duayne Boachie (Zack Loveday).

Channel 4 previously partnered with the Electoral Commission for an awareness campaign starring young Goggleboxers in the run up to last year’s elections.

The ad will air for the first time on Monday 21st March at 6:45pm during Hollyoaks and will run across Channel 4 and E4, both on television and online, and will be aimed at under-registered groups - in particular young people and private renters.

Emma Derrick, Commercial Development Lead at Channel 4 said: “The Electoral Commission’s partnership with Channel 4 is a great opportunity for them to engage with our audience on the importance of registering to vote. Hollyoaks is a perfect fit for them and serves as another example of how clients can use Channel 4 programmes as part of their campaigns.”

Alex Robertson, Director of Communications at the Electoral Commission said: “We’re really happy with the adverts. They’re funny but also deliver a serious message to an audience we know are less likely to be registered to vote. It’s very quick and easy to register, just visit www.gov.uk/register-to-vote and you’ll be able to do it in less than five minutes.”

Sinead Dean, Senior Brand Development Manager at Lime Pictures said: “Hollyoaks is renowned for being able to communicate with young people around topics which may affect them. The Electoral Commission has really harnessed this ability and together with Channel 4, we’ve created a campaign which will raise awareness and motivate young people to register to vote.”

Electoral Commission research in 2014 found that 76% of 18-19 year olds and 70% of 20-24 year olds were registered to vote. This compared to 95% of those aged 65 plus. The same research found that only 63.3% of those renting from a private landlord were registered to vote in 2014, compared to 93.6% of people who own their home outright and 89.3% who own their home with a mortgage.

The deal was planned through MEC and bought through the Government Media Team at Carat.

 

NOTES TO EDITORS

Creative Credits

Creative: Emily Gascoyne and Bryan Kirkwood

Director: Nicky Higgens

Post production: Karen Radford

Editor: Thomas Davies

Agency: Lime Pictures