While planning for the 2011 General Election, Elections Manitoba chose to separate out their motivational messaging rather than combine it with the more traditional informational advertising. Research from the past election indicated a growing awareness of ads with key messaging related to the importance of voting and democracy. In order to reach their communications goal of inspiring Manitobans to make voting a priority, the campaign concept was all about engaging the public in the democratic process and championing the benefits of democratic rights and freedoms in this province.
‘You Count’ is the simple and straightforward, yet strong campaign message that was used. It is very personal and taps into the emotional desire for the audience to be a part of something. It says ‘you matter’ and highlights the importance of the individual and their vote. Using this motivational message as the driver, the design of the print and outdoor pieces incorporated light and airy images with saturated colours featuring a wide range of diverse, everyday people to be relatable to the audience. An emotional television and radio spot further reinforces the feeling that your individual vote matters.