It’s been a busy few years in the world of electoral registration with record-breaking registration rates ahead of the 2016 EU referendum and last years’ general election, and while progress has been made, we know these are still people that aren’t registered.
So ahead of local elections in parts of England on 3 May, the Electoral Commission has launched a brand new campaign, “Got 5?”, to encourage people to register to vote.
The campaign highlights that voters can quickly register in five minutes while using time that may otherwise be wasted, like waiting for the kettle to boil or running a bath. It encourages those who aren’t already registered to take these five minutes, go online and complete a form - emphasising its quick, simple and really important.
Since local elections are only taking place in a select number of local authorities this year, we are focusing our campaign in those places. That’s why we’re using a combination of outdoor billboards, adverts on websites, Facebook and Instagram, rather than mass TV and radio. Plus, in Electoral Commission firsts, we’re using Snapchat and distributing nearly a million beer mats to local pubs.
Whist the bright and bold new look will certainly grab attention, we know that duplicate applications cause an unnecessary burden on electoral administrators. We’ve already made recommendations to government on how this problem could be reduced, and to help, this campaign provides information to make it clear when you need to register: when you change address or if you’ve never been registered before.
We hope this and our targeting at people who are less likely to be registered, including those under 34, recent home movers and private renters, will help minimise the number of applications from people who are already registered to vote.
We’ve produced a full suite of resources, from flyers to Facebook posts, to help anyone working in local government to get involved in our Got 5 campaign and promote voter registration in their local areas.
Our message this year is clear: if you aren’t already registered and find you’ve Got 5 while waiting for the bus or for your socks to dry, make sure you register at www.gov.uk/register-to-vote before midnight on 17 April.
Emma Hartley is head of campaigns at the Electoral Commission
