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.