The Election Commission of India has on various occasions identified urban apathy and youth apathy as a cause for concern in its quest to improve voter turnout. ECI campaign ‘Turning 18,’ in the run-up to the 18th Lok Sabha Elections, specifically targets young and first-time voters. The primary objective is to galvanize youngsters to participate in the upcoming elections and address the critical issues of urban and youth apathy noticed in previous elections.
The ‘Turning 18’ campaign employs various compelling themes and strategies to capture the attention of its audience. The strategy involves branding of individual series with thematic logos for easy identification and association. Additionally, the campaign portrays a comparison of past and recent elections, as ‘then vs. now’ to underscore the progress made over time. By emphasizing the significance of voting immediately upon turning 18, the campaign seeks to inspire a sense of civic responsibility among young voters. Furthermore, infographics, highlighting the growing participation of the women electorate, especially in the age bracket of 18-30 showcases the inclusivity of India’s democratic process.
The impact of the ‘Turning 18’ campaign is substantial, with widespread amplification facilitated by State Chief Electoral Officers (CEOs) and the national public broadcaster, DD News and Akashvani. Moreover, ECI has collaborated with its popular network of National and State SVEEP icons to have a multiplier effect. This concerted effort helps disseminate the campaign’s message across diverse segments of society, effectively reaching its target audience and generating significant momentum for the forthcoming poll days.
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