The Electoral Commission

Alex Robertson, Director of Communications
Ben Hancock, Senior Communications Manager

MullenLowe London *Lead Agency

Hugo Cain, Planning Director
Scarlett Spence, Strategist
Alexa Cottingham, Account Director
Rose Reynolds, Account Manager
David Adamson, Creative Director
Tony Hardcastle, Creative Director
Richard Prentice, Creative Group Head

MEC *Lead Agency

Pete Buckley, Head of Strategy
Susanna Cousins, Strategist

23 Red

Carat

The power of Loss Aversion to influence human behaviour has been well documented in Behavioural Economics. Drawing inspiration from this field we developed a campaign for The Electoral Commission to drive voter registration by simulating the sense of loss from being denied the right to vote. Playing on our deep-rooted instincts, our "denial" strategy persuaded over 1.5 million people to register, turned around a decline in registrations, and became the most successful campaign in the Commission's history.