The Electoral Commission

Got 5?

Campaign

Strategy

Turquoise bathtub with rubber ducks in, 'Got 5?'

The challenge

15% of the UK’s eligible voting population is not registered to vote. Get them registered.

Our strategic solution

We learned that registration is seen as an admin burden. We had to show that registration was quick and easy.

Which we delivered through

The ‘Got 5?’ campaign that simply asked our audience if they had 5 minutes – the amount of time it would take them to register.

And brought to life across

Display, OOH, Social, Web, Partner toolkit, Field

Got 5? Register to vote in the 2018 local elections Visit https://gov.uk/register-to-vote by 17 April
Got 5? Register to vote in the 2018 local elections Visit https://gov.uk/register-to-vote by 17 April
Got 5? Register online to vote https://gov.uk/registertovote
Got 5? Register online to vote https://gov.uk/registertovote
Got 5? Register online to vote https://gov.uk/registertovote
Three mobile phones displaying different variations of the Got 5? advertisement.
Bus shelter with poster showing Got 5 while you wait for your bus? That's all it takes to register to vote in the 2018 local elections.

Resulting in

  • 458,000 additional registrations in electing authorities = +126%
  • 58% campaign recall – against target of 40%
  • 3,131946 visits to the website in the campaign year vs 2,262,896 the prior year
  • 21% increase in people checking to see if they’re already registered – against target of 16%