Young Lions — When Civic Duty Calls

The brief

Help Australians who pay little attention to politics check their values before they vote. Build a Ballot wanted vote research to feel like the new normal at the next state election.

The insight

Being politically engaged isn’t a low-effort task. It takes time that people believe they don’t have.

The idea

When Civic Duty Calls. We reclaim that time by breaking an unspoken social rule and pairing two things Aussies rarely talk about: politics and the bathroom.

Launch moment

One month out from the election we launch on live morning TV with one twist. The reporter crosses in from the studio bathroom.

Social and partnership

Creators show Build a Ballot as part of their daily routine with no policy lectures. Limited-edition Who Gives A Crap rolls ask “do you give a crap about” a policy and point to Build a Ballot. Scan the QR code at the end of the roll to get an I Gave A Crap shirt.

My role

I worked across the concept, the PR strategy and the design of the submission.