For young people in 2015, it would appear that there is nothing quite as unsexy as politics. To be completely honest, I can't blame them, as the whole political system has nosedived into a complete farce over the last decade or so. What was once a system that stood proudly apart from the vindictive, sniping pettiness of the American electoral system has become just as nasty, just as incestuous, and just as boring.
The over privileged space cadets we've been given to choose from this year sum the whole thing up: It's not about policies anymore, it's about personalities, and to call those personalities unappealing would probably be the understatement of the century. So no wonder the government are making a concerted effort in sexing up the May 7 General Election.
The Education Service has turned to the London-based branding agency MultiAdaptor to help them “Gamify” the election process for students
Parliament's Education Service has turned to the London-based branding agency MultiAdaptor to help them effectively “Gamify” the election process with an Election Toolkit, which they hope will help schools across the UK inform, engage and empower the next generation of voters. The brief was created in response to findings by the British Election Study, which show that 18 to 24 year old voters have been turning out in lower numbers than any other category since the 1970s.
The disassociated youth of the country have spoken (or not as the case may be), and the government's response is to turn the whole process into a game. Usually I'd be against such a condescending move, but desperate times call for desperate measures, and MultiAdaptor have really done a stellar job here. The consultancy said that “Responding to the insight that many people are just not inspired to vote, but can also be intimidated by the actual process of voting,” they wanted to “Gamify the experience to demystify how it all works.”
The scheme is being piloted in 1,000 schools across the United Kingdom, with a further 1,000 kits on order
The consultancy wants to “Challenge growing apathy without simply preaching the (frankly overcooked) message that every vote counts,” with a fake ballot box full of props that students can use to participate in their own mock-elections. The kit is aimed at current young voters (who are apparently not yet a lost cause), as well as the voters of the future, with secondary, sixth form and college students all being targeted.
Among the props included in the kit are manifesto templates, rosettes, ballot papers and polling cards and role tags. Instead of featuring the actual parties, the concept is based around four fictional parties based on four of the main runners; Tomorrow (heavily based on the Liberal Democrats), Transform (Green Party), Progress (Labour) and Vision (Conservatives). Notice there is no UKIP facsimile and make of that what you will. The scheme is being piloted in 1,000 schools across the United Kingdom, with a further 1,000 kits on order. According to MultiAdaptor, the ambitious project has reached an estimated 100,000 UK students so far!
The “I Give an X” initiative by Pentagram encourages voters to choose their favourite “X” icon and set it as their profile picture on social media
In related news, another recent project encouraging young people to vote was recently unveiled, in the form of the “I Give an X” initiative by Pentagram partners Marina Willer and Naresh Ramchandani. The campaign website showcases a series of “X” symbols. The idea is for registered voters to choose their favourite icon, and set it as their profile picture on Twitter, Facebook and Instagram in order to spread the word and encourage more people to register. The idea of using social media to spread a message has worked wonders in the recent past, and I can honestly see no better way of speaking directly to the youth of today, who seem to spend at least 50% of their lives on social media.
What are your thoughts? Do you agree with the Education Service's tactics? Or do you find the whole thing a little bit cold and calculated? Sound off below!
Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK.
