The use of traditional media (television, radio and newspapers) remains an
important venue to reach out to youth even in an era of new and changing media
options and outlets. In many countries, radio messages are still popular and
effective among local communities, especially in remote areas where people are
more likely to have access to radio rather than television or print/electronic media.
In more urban areas, voter education
information and awareness programs
tend to be delivered through various television channels. Television shows,
including telenovelas, are highly popular in certain parts of the world and therefore
offer an excellent
avenue to deliver
messages.
Example: The reality show The President tasks Palestinian viewers
and a panel of expert judges with selecting a candidate on the show that they
hope to see become the next Palestinian president. The program is designed to
promote democratic values to a Palestinian audience and to engage citizens in
democratic processes.
Example: In Cambodia in 2012, gearing up for local and
national elections, the “Strengthening Democracy Program/Component: Youth
Multimedia Civic Education Initiative” aimed at reaching 3 million young
voters. It was a series of television and radio broadcasts developed in
partnership with BBC Media Action, informed by a baseline study on youth knowledge,
attitudes, and practices in the context of public affairs.[i]
Example: In the UK, public service broadcaster Channel 4
called on young adults to “pop” their “voting cherry” in a sexual
innuendo-laden television ad encouraging young people to vote in the 2017
general election. Young television personalities reminisced about their “first
time,” which took place in locations such as a library, a primary school, and a
village hall. The creators strove to convey their message – that exercising
your democratic right is one of the most important things you can do – in an
entertaining way.
Example: In the UK, during
the leadup to the 2015 general election, political satirist Armando Iannucci
worked with the CSO “Speakers for Schools”. He wrote in his newspaper column
afterwards that he had not expected his audience to be interested in a speech
on voting but was amazed by the students’ eagerness to listen and ask
questions. “What was clear talking to these [students] was that they were
hugely interested in the political process and political causes, but not
political parties.”[ii]
Example: Independent Electoral and Boundaries
Commission (IEBC), Kenya’s election management body, together with IFES, ran a
dynamic outreach strategy targeting youth voters ahead of the 2017 general
elections. The “Youth Vote” (YVOTE) campaign was a digital media and
face-to-face outreach initiative whose objectives were to educate, engage, and
motivate young people prior to the general elections. See Annex: IFES Case
Study – YVOTE Public Affairs Campaign.
