CONTRAST is a feminist organisation dedicated to research and social action.
They wanted to carry out a simple communication action to help promote voting in the Spanish general elections on July 23rd, 2023.

The city council and regional elections of May 28 had recorded a worryingly high level of abstention: 36.1% of the voting-eligible population didn’t show up at the polls.

This campaign aimed to contribute to the mobilisation of voting-eligible citizens to participate in the national elections on  July 23rd (“23J” in Spanish journalist jargon), thus exercising a fundamental right that has been achieved after decades of struggles to reach democracy in Spain.

This was a last-minute, no-profit, low-budget campaign that had to get maximum effect for minimum means.

The campaign was centred on a simple call to action and directed at younger generations. It was meant as an apolitical campaign. We didn’t want for anything to take attention away from the action: VOTE, exercise democracy.

I decided to focus on some key topics that are near and dear to Gen Z.
To connect on an emotional level, in a way that resonates and is relevant to everyday life. To focus on the positive value of what the action of voting represents.

I did this by promoting the value of community and the power of participating in decision-making. By grounding politics in everyday life, on issues that really matter to the target audience.

We wanted a motto that could connect people with the complexity of politics in a simple way.

I looked at relevant social justice slogans from recent freedom of choice campaigns – eg. “Más Amor, Por Favor” (More Love, Please), Mi Cuerpo, Mis Derechos (My Body, My Choice), “Orgullo De Ser” (Pride Of Being) – and decided to use the same language.

And found our message in making your voice heard: My Vote, My Voice.
#MiVotoMiVoz

I made the most out of our time and budget constrains by focusing on copy-only ads.
We wanted to be seen by Gen Z and for them to share as much as possible.
So we made it BIG, BOLD, IMPACTFUL.
And flashy and fluid and smart and funny.
And provocative against stereotypes and non-inclusive language.

I focused on 4 main topics that translated into messages and visuals:

1. Influencer:
– This Sunday give it a Like that actually counts
– 1 day as an influencer / 4 years of sofa complaints 
– Stop scrolling – Start commenting – In the ballot box

2. Stereotypes:
All politicians are the same / All youngsters are the same

3. Vicious Circle:
Politicians don’t represent me > I don’t vote > Politicians don’t represent me …

4. Community:
– Pride of voting 
– More votes, please