Snapchat and VMLY&R teamed up to create the Speech to Street campaign, which encourages Gen Z to vote in the UK local council elections on May 6th. The campaign aims to give young people a way to express what they're most passionate about, including issues like mental health, NHS Healthcare availability, homelessness and jobs. The campaign uses augmented reality lenses so that Snapchat users can amplify their voice on the platform and encourage their friends to do the same, as well as get out and vote.
The data-powered AR lenses share stats that report the percentages of people who are passionate about certain topics, and are pressing for change.
Speech to Street is a first-of-its-kind project, as it was chosen by the Snapchat Creative Council as its first support initiative.
Gen Z Voter Campaigns
Snapchat's Speech to Street Encourages Young People to Vote
Trend Themes
1. Gen Z Voter Engagement - The Speech to Street campaign highlights the potential for augmented reality technology to stimulate younger voter turnout.
2. Social Media Activism - This campaign demonstrates the creative use of social media platforms to create movements and advocate for change.
3. Data-driven Advocacy - The use of data to inform users about popular issues creates a more informed and engaged electorate.
Industry Implications
1. Political Marketing - Creative campaigns like Speech to Street can provide opportunities for political marketers to engage younger audiences in the political process.
2. Augmented Reality - Innovative campaigns like Speech to Street illustrate the potential of AR technology to facilitate user engagement and advocacy.
3. Social Media - The Speech to Street campaign highlights the power of social media to mobilize people around important issues and encourage action.