Targeting specific areas
The principles of general voter information, see Complete Information, also apply to specific campaigns. In
looking at voter information activities for specific issues, the starting point is to analyse the
voting population in terms of geographical spread, ethnicity, disabilities and general social
attitudes.
Where, for example, there is a significant number of people who are elderly and infirm often
including large numbers with poor sight, the information about voting and the voting process
needs to be targeted at making the act of voting as simple as possible for these categories of
electors. Many of these electors may want to vote absentee - see Absentee Voting. The target for the
voter information is often the carer or relative of the voter rather than the voter in person. It is
important to get across to the person who will accompany the voter to what extent they can assist
the voter in the process. Again, good quality visual material is very effective. This can often
show for example how the person accompanying the voter may be involved and how the voter
indicates the way in which he or she wishes to vote.
The population eligible to vote is made up of different groups such as
- the young
- the old
- the wealthy
- the poor
- urban residents
- rural residents
- the literate
- the illiterate
- first timers
This is when feed back is needed - find out trends from previous elections - which groups are not
turning out. Ask questions at local level - is it because they do not know about the elections or do
not care. Are they missing out on absentee voting possibilities? Do they need more information
about how to vote or do they want more information about candidates and parties?
It is of little use to have a broad message that does very little in terms of addressing the real
problems. Find out why and then target the viable resources to deal with the identified
problems.
The role of Poll Workers
The poll workers are the people dealing directly with the voters. Their attitude and how they
explain the process to voters are very important particularly with those voters who find the
process difficult. Under some systems the electoral officials can cast the vote for the voter on the
instruction of the voter- it is essential to show how the scrutiny process works to ensure that the
electors wishes are followed. Where there are particular local issues advance briefing and
training of poll workers in the issue concerned is desirable - for example at a polling site where
there are large numbers of infirm elderly with many partially sited the staffing and organisation
of the polling site should take this into account. Most voters judgement of the quality of the
electoral process will depend on how they were dealt with at the polling site - the poll workers
will probably be their only face to face contact with electoral staff.
Establishing Voters Concerns
Careful analysis needs to be undertaken to ascertain what are the main concerns of the voters.
Often secrecy is high on this list and again information needs to demonstrate explicitly how the
voters choice will remain secret to that voter and what safeguards exist to prevent any third party
learning the voter's choice. Voter information campaigns can easily target this area.
Limited choice elections
Many elections are giving the voters a very straightforward choice between for example two or
three candidates and/or three or four parties, so the material and preparation is straightforward.
In other cases a whole range of elections is held on the same day, with the voter having to make a
multiplicity of choices between candidates for important national posts such as President to very
local level school management boards, or such like. In this case information for the voters giving
them advance information of the number of choices is highly desirable. Where the voter has
limited and straightforward choices and is well aware that a campaign is taking place, for
example, in a highly publicised national election, then often the only information the voter needs
is the whereabouts of the polling station and the hours of poll and often that voter's particular
electoral number for identification. The United States of America Sample Ballot System where
each elector receives in advance a sample ballot paper setting out the choices to be made is a
simple and effective way of ensuring all electors know the choices and procedure before they
reach the polling site. It is expensive but it does fully inform the elector.
Selecting the right type of voter information
Looking at different formats for different electoral events is very important. A broad brush voter
information campaign applied indiscriminately is likely to be far less effective than one targeted
at the particular needs of the voters. Identify the target before designing the campaign.
Information at the polling site
Where the voter is faced with a multiple choice and there are a large number of candidates and
parties maximum information should be given at the polling site. Under the Russian system (and
the same process is used in some other Countries) sample ballots are displayed outside the
polling site together with information about the various parties contesting the election. This
enables the voter when entering the polling site to look at the material and it does not take up the
time of the poll workers.
When the voter is handed the ballot paper(s) or is instructed how to use the automated voting
equipment the poll workers should explain the voting process and the material in the polling
booth should make it absolutely clear to the voter how to complete the voting process.
Information should also be given to voters with disabilities about the facilities to assist them
during the process see Accessibility Issues.
