In most societies it is unlikely that youth not enrolled in schools, illiterate youth, young people without access to the internet and young people not interested in electoral processes, will be attentive to traditional voter education programs. EMBs thus need to identify more creative solutions to connect with them. Sport is a great tool to reach some of these groups of young people. EMBs frequently use popular sports players in their media campaigns. Using sports players from marginalized groups has also proved effective to reach those marginalized groups represented by the sports player. 

Example: Kenya: KESOFO, a sporting NGO in Kenya, was formulated in 2006 as a way of forestalling incidents of post-election violence. Targeting youth, KESOFO aims to promote peace and tolerance, through a programs incorporating civic education, peaceful elections, voter education and election-violence monitoring using soccer as its medium.[i]