Élections Québec and Cossette will do anything to get you to vote | Cossette

Élections Québec and Cossette will do anything to get you to vote

18.09.2018

Élections Québec and Cossette will do anything to get you to vote

In anticipation of Québec’s upcoming provincial election, Élections Québec is launching two awareness campaigns created by Cossette aimed at increasing voter turnout—one is intended for the general public, while the other specifically targets voters aged 18 to 24. These multiplatform campaigns are an invitation to the province’s 6,160,000 voters to exercise their right to vote on October 1.

“Depending on their age group, voters vary greatly in terms of fields of interest and consumer habits. We had to adapt and find a way to reach the population as a whole. That’s why, for the first time ever, two campaigns from Élections Québec will occupy the media landscape over the next few weeks,” explained Marie Vaillancourt, Senior Vice-President at Cossette. 

For 30 years, there’s been a decline in voter turnout, and this phenomenon seems to get worse over time as new generations of voters exercise their civic duty even less than their elders. 

“The number one reason abstainers give for not voting is that they feel their single vote has no impact. We developed the campaign for the general public around this simple observation in order to prove the contrary,” added Marie Vaillancourt. The awareness campaign highlights how voting brings people together. Regardless of age, occupation, interests or passions, every vote counts. This campaign will roll out on TV, on the radio, in signage, in theatres, online and on social media.

Because we’ll do anything to get you to vote!

Just over half of all potential young voters exercised their civic duty in 2014—they had the lowest turnout of any age group. With the slogan “We’ll do anything to get you to vote,” the campaign aimed at 18- to 24-year-olds is a testament to Élections Québec’s commitment to spare no effort to reverse the trend and encourage young people to go to the polls in great numbers on October 1.

The campaign aimed at them is more unconventional and has a playful tone. Élections Québec is pulling out all the stops to entice them—be it by melting their hearts with cute kids or enlisting the help of well-known and well-liked influencers like “Occupation Double Bali” participant Alanis Desilets, comedian Yannick De Martino, snowboarder Sébastien Toutant or the duo from “Jokes de Papa.” The hashtag #votealamode was also launched, in partnership with fashion influencers. 

Élections Québec’s campaign aimed at 18- to 24-year-olds also has the benefit of multiple points of contact to reach its target. For example, Snapchat users on school campuses can add a personalized filter to their photos to show they voted on site, and 75 coffee shops around colleges and universities will be giving out mug cozies with Élections Québec slogans. Spots on Spotify offer young voters 30 minutes of ad-free music to encourage them to vote. Signage at post-secondary schools will drive young people to elections.quebec/pretsatout via fake URLs. They’re employing various tactics and tips to reinforce the promise “We’ll do anything to get you to vote.”

Credits

Advertiser: Élections Québec

Agency: Cossette

Media agency: Cossette Media

Campaign for the general public

Strategy: Marie Vaillancourt

Creative: Yvon Brossard and Sonia Girouard

Product: Nicole Laplante and Pierre-Antoine Lavoie

Media: Josée Otis and Amélie Lemieux
Production house: Lyne Leclair

Director: Maxime Giroux / Les Enfants

Post-production: Mel’s

Sound: Cult Nation 

Campaign for 18–24-year-olds
Strategy: Marie Vaillancourt
Creative: Sébastien Forget, Marc-André Savard, Sonia Girouard, Yvon Brossard, Olivier Caron and Zoé Forest-Paradis
Product: Nicole Laplante and Pierre-Antoine Lavoie
Media: Josée Otis and Amélie Lemieux
Production house: Lyne Leclair
Director: Didier Charette / Roméo & Fils
Music: Cult Nation
Sound studio: Audio Z

About Cossette

Cossette is a fully integrated marketing communications agency. It’s a community of 700 creative humans who help people and brands connect in meaningful ways.

Cossette was named Agency of the Year in Canada in 2016 and 2017. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, visit cossette.com.

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For more information:

Roxanne Chaudier

514 827-8315

roxanne.chaudier@cossette.com

Cossette