How Aranyaka shook people out of their voting apathy
Task at hand
To shake people out of their inertia about voting, both first time voters and seasoned folks. The young are cynical about the impact, the seasoned are jaded because they don’t feel their vote counts. With the polls approaching, we wanted to urge people to go out in large numbers and vote.
Idea
We took an oft-use phrase in and around Haryana and NCR, and put a positive spin on it, thus turning it from an aggressive statement to a positive call to action. That phrase was - TU BAAHAR MIL - a saying sure to grab eyeballs.
Execution
We created a print campaign for Times of India, the region’s leading newspaper, that exhorted people to step out in large numbers and meet their family, friends and colleagues outside - at the polling booth.
**The overall voting percentage went up by over 4% compared to the previous Loksabha elections, we believe our efforts contributed to the rise in polling.
