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Case studies "Gloucestershire Councils: Life could slow you down if you don't register…"
Gloucestershire Councils: Life could slow you down if you don't register...
Summary of activity
A county-wide initiative to drive up the annual canvass return rate through roadshows and distribution of eye-catching canvass shopping bags with a registration theme
Aims and objectives of the activity
1) To increase the percentage of annual canvass returns.
2) To increase public awareness of registration and voting
Description of activity
5 counties within Gloucestershire worked together to produce a specially designed "Life could slow you down if you don't register…" cotton bag with an eye-catching snail logo and contact information for the 5 electoral services departments. This same logo was reproduced on posters. LBV TV managed and ran week-long roadshows in shopping malls in Gloucester and Cheltenham and distributed the canvass bags to the public along with promotional materials obtained from the Do Politics website. Display boards on the site were filled with Do Politics materials and the custom-made Gloucestershire poster. LBTV also produced a 30 second advertising commercial with a registering to vote theme (which included shots of areas in Gloucester and Cheltenham where there is under-registration). This commercial was run continuously on a large plasma screen at the roadshows, along with a range of other advertisements promoting local services such as the NHS.
What went well?
The cotton bags were very well-received by the public, and regularly seen in use around Gloucestershire, with the bold and appealing logo constantly reinforcing the register to vote message. Their environmental-friendliness is also very appropriate!
The roadshows themselves proved to be a good public relations exercise.
What didnt go so well?
Whilst Cheltenham and Gloucester Councils both had an increased annual canvass return of just under 1%, Gloucester was disappointed that the impact of the roadshows on the canvass return was not greater.
How was the activity evaluated?
Through an analysis of the 2007 annual canvass return rate, and comparison with previous years.
To what extent were the aims and objectives achieved?
In addition to the increased annual canvass return in some areas, and the public relations aspect of the roadshow event, the initiative is an excellent example of effective cross-authority activity and partnership working in the promotion of electoral participation (Electoral Commission Performance Standards for EROs no. 7)
Timeline
Work began with LBV TV on the roadshow and advertisement in June 2007. The poster and bags were designed and produced beginning July 2007. The roadshows took place in September 2007.
Overall budget
The approximate cost for production of the canvass bags and posters and staging of the two roadshows (including the LBV TV advertisement) was £14,500.
Free of charge materials from the Do Politics website
Number of people working on the activity
Elections staff from each of the 5 authorities were initally involved in the planning stages. One staff member arranged the design of the posters and bags. Another handled the order of the bags and posters as well as payments and a county-wide claim from the participation fund. A staff member from Cheltenham and also Gloucester initially assisted with the set-up of the roadshow and ordering of Do Politics materials, but the roadshow itself was manned by LBV TV staff.
Gloucestershire Councils: Life could slow you down if you don't register...
Summary of activity
A county-wide initiative to drive up the annual canvass return rate through roadshows and distribution of eye-catching canvass shopping bags with a registration theme
Aims and objectives of the activity
1) To increase the percentage of annual canvass returns.
2) To increase public awareness of registration and voting
Description of activity
5 counties within Gloucestershire worked together to produce a specially designed "Life could slow you down if you don't register…" cotton bag with an eye-catching snail logo and contact information for the 5 electoral services departments. This same logo was reproduced on posters. LBV TV managed and ran week-long roadshows in shopping malls in Gloucester and Cheltenham and distributed the canvass bags to the public along with promotional materials obtained from the Do Politics website. Display boards on the site were filled with Do Politics materials and the custom-made Gloucestershire poster. LBTV also produced a 30 second advertising commercial with a registering to vote theme (which included shots of areas in Gloucester and Cheltenham where there is under-registration). This commercial was run continuously on a large plasma screen at the roadshows, along with a range of other advertisements promoting local services such as the NHS.
What went well?
The cotton bags were very well-received by the public, and regularly seen in use around Gloucestershire, with the bold and appealing logo constantly reinforcing the register to vote message. Their environmental-friendliness is also very appropriate!
The roadshows themselves proved to be a good public relations exercise.
What didnt go so well?
Whilst Cheltenham and Gloucester Councils both had an increased annual canvass return of just under 1%, Gloucester was disappointed that the impact of the roadshows on the canvass return was not greater.
How was the activity evaluated?
Through an analysis of the 2007 annual canvass return rate, and comparison with previous years.
To what extent were the aims and objectives achieved?
In addition to the increased annual canvass return in some areas, and the public relations aspect of the roadshow event, the initiative is an excellent example of effective cross-authority activity and partnership working in the promotion of electoral participation (Electoral Commission Performance Standards for EROs no. 7)
Timeline
Work began with LBV TV on the roadshow and advertisement in June 2007. The poster and bags were designed and produced beginning July 2007. The roadshows took place in September 2007.
Overall budget
The approximate cost for production of the canvass bags and posters and staging of the two roadshows (including the LBV TV advertisement) was £14,500.
Free of charge materials from the Do Politics website
Number of people working on the activity
Elections staff from each of the 5 authorities were initally involved in the planning stages. One staff member arranged the design of the posters and bags. Another handled the order of the bags and posters as well as payments and a county-wide claim from the participation fund. A staff member from Cheltenham and also Gloucester initially assisted with the set-up of the roadshow and ordering of Do Politics materials, but the roadshow itself was manned by LBV TV staff.
