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Creative Strategy
General
There should be a central theme for all materials used by the media. The media should be coordinated and complement each other. The materials should be launched (released) in waves (phases) to coincide with electoral events. The launch dates may vary by media and should depend on the content of the message and intended targets. The scheduled launch dates should also consider the variables of media access to geographic areas.
Repetition of messages is necessary to create an impact. However, you must be careful not to overexpose the messages.
Keep all messages simple and make them creative and entertaining. If possible, test the messages with focus groups before production.
Prepare contingency plans in the event changes are required in the program or messages.
Motivational
The motivational messages should be designed to create an emotional appeal that will motivate the target audience to perform the desired result
There should be specific messages for each target audience.
There should also be general messages for all target audiences.
Depending upon availability of funds and length of the campaign, the messages should create variety and interest. All messages should create excitement.
Informational
The informational messages should explain the facts and emphasize how the facts relate to the individual voters.
Ensure the target audience can understand the message.
Specify dates for each activity in the electoral process. Do not overlook the need for post-election information and education. Ensure citizens understand the counting and reporting process.
Educational
Short Term
Coordinate with schools and institutions of higher learning to make students aware of the electoral process. Discuss the various aspects of the electoral process in appropriate classes.
Long Term
Include a program of voter education in the social studies or civics curriculum of the schools. Develop discussions about the democratization process.
Institutionalize the electoral process.
Model I & E Program Electoral Process
Creative Strategy
Claims & Objections
 Part of democratic process ensuring right to vote.
Opportunity to verify and make any changes to PVL.
Emphasize limited time available to do this.
Statutory requirements for publication of notices.
Launch 7 days before period begins.
Election
This is democracy in action.
Responsibility of all eligible citizens to participate.
Mention «first's» i.e.
- First democratic election
- First election of new parliament
Importance of government as it affects individuals and communities.
Statutory requirements for publication of notices.
Launch 35 days before election.
Creative Materials
Claims & Objections
Produced by production company.
Approval by Elections Commission.
One 30 second TV spot.
One 30 second Radio spot.
Press release.
Election
Produced by production company.
Approval by Elections Commission.
Three 30 second TV spots.
Five 30 second Radio spots.
Two display ads for Newspapers.
Five Press Releases.
Press Kit for Media
One slide for Cinemas.
One informational flyer/poster.
Radio/TV debate or interviews with candidates.
Speeches and seminars by Commissioners.
Sound trucks 3 days before election.
Counting Process
Produced by production company.
Approval by Elections Commission.
One TV infomercial-approximately 2 - 3 minutes.
One Radio infomercial.
TV and Radio interview with Chairman.
Press Releases.
Model Media Schedule Launch Dates
Electoral Process
Model Media Schedule Launch Dates
Claims and Objections
Model Media Schedule Launch Dates
Election
Exhibits1
Sample 1: Proposal for Private Sector Support
Background:
The Election Commission of the [Subject of the Russian Federation] has a responsibility to inform and educate citizens about the electoral process. Some recent changes to the electoral law impact all potential voters in the upcoming elections. The Commission has limited resources to carry out a comprehensive Voter Education Program.
The Election Commission of the [Subject of the Russian Federation] has established the following priorities for Voter Education:
Notifying citizens of the opportunity to check the Voters' List to see if their pertinent information is correct.
Encouraging the electorate to participate in the elections.
Educating the electorate about the importance of their vote (i.e. that the candidate elected for Governor of the [Subject of the Russian Federation] will also sit in the Federation Council).
Current election law allows citizens to verify the accuracy of the Voters' List. There is a limited period of time for citizens to check the List before the elections.
It is in the long-term interests of all citizens, and in particular the business community and the private sector, to instill further the foundation of democratic principles that in turn will stabilize and enhance business and community development. Democracy is not a spectator sport, citizens and public and private sectors must be involved to make it work.
Proposal:
Large and small businesses have an opportunity to help the democratization process by participation and support in a non-partisan manner of the Voter Education Program of the Election Commission of the [Subject of the Russian Federation]. In most instances this can be done at no additional cost to companies trying to help. Because private sector employees and most consumers are the same persons the Commission is trying to reach with voter information, there are numerous opportunities for assistance and participation.
The following are examples of assistance that would be extremely beneficial:
Place a slogan on employee pay/earnings statements that encourages eligible citizens to check the Voters' List-»Check your pertinent information on the Voters' List Today» or place a slogan encouraging citizens to vote-»Vote for your future!»
Include articles in internal company newsletters to encourage employees to check the Voters' List and vote. The Commission can provide background information or draft articles.
Include tags in all advertising, TV, radio, newspaper, banners, etc. that encourage citizens to vote.
Add a slogan that encourages citizens to check the Voters' List and to vote to materials normally printed or distributed by the company-examples: beer coasters, place-mats for fast food restaurants, wrappers for products, corporate letterhead, mail indicia placed on envelopes by postal meters.
Become a more visible, non-partisan supporter of the electoral process. Mention the importance of learning about the candidates and their platforms and voting at group meetings with employees.
Initiate a slogan/poster contest among employees to encourage voter participation. Form a committee to select the winners or have employees vote for winning entry. Give recognition or award a small prize to the winning entry and post it on company bulletin boards. Consider publishing the winning entry in one of the public advertisements of the business. Issue a press release about the program and the winner.
Associations or organizations of business groups could extend the slogan/poster contest further by having each business member submit their winning entry for competition among all members. Develop an award that could be given to the winning business.
There may be other areas that could be identified by individual businesses or their advertising agencies where this type of public service support could be expanded.
The following are examples of placing the message in existing advertising and postage meters.
Sample 2: of Private Ads with Voting Tag
Sample 4: Article for Business Community Newsletter
The Elections are Coming
There's a Role for the Business Community
In a democracy, elections are the business of its citizens. Elections have some impact, directly or indirectly, on everybody. Each time a free and fair election is held, it instills further the foundation of democratic principles that in turn stabilize and enhance business and community development. Business and community leaders alike have a responsibility to support the democratic electoral processes. There have been numerous occasions during the last few years where many business and community leaders stood shoulder-to-shoulder and made that commitment and more.
It is time again for the business community to step forward and help inform citizens of their rights and responsibilities. Some recent changes to the electoral law impact all potential voters in the upcoming elections. The Election Commission of the [Subject of the Russian Federation] has limited resources to carry out a comprehensive Voter Education Program. The Commission has asked for non-partisan support from the business community by using existing resources to reach potential voters. We agree.
The Election Commission of the [Subject of the Russian Federation] has established several priorities for Voter Education:
Notifying citizens of the opportunity to check the Voters' List to see if their pertinent information is correct.
Encouraging the electorate to participate in the elections.
Educating the electorate about the importance of their vote (i.e. that the candidate elected for Governor of the [Subject of the Russian Federation] will also sit in the Federation Council).
Here are some ways your business can help:
Place a slogan on employee pay/earnings statements that encourages citizens to check the Voters' List before (date) in order to vote-»Check the Voters' List before (date)» «If your name is not on the List of eligible voters, you can't vote.»
Include articles in internal company newsletters to encourage employees to check the Voters' List and vote. The Commission can provide background information or draft articles.
Include tags in all advertising, TV, radio, newspaper, banners, etc. that encourage citizens to vote.
Add a slogan that encourages citizens to check the Voters' List to materials normally printed or distributed by your company-examples: beer coasters, place-mats for fast food restaurants, wrappers for products, corporate letterhead, cancellation indicia placed on envelopes by postal meters.
Become a more visible, non-partisan supporter of the electoral process. Mention the importance of being voting at group meetings with employees.
Initiate a slogan/poster contest among employees to encourage voter participation. Form a committee to select the winners or have employees vote for winning entry. Give recognition or award a small prize to the winning entry and post it on company bulletin boards. Consider publishing the winning entry in one of the public advertisements of your business. Issue a press release about the program and the winner.
There may be other areas that you or your advertising agencies can identify where this type of public service support could be expanded. Use your imagination and be creative. Large and small businesses have the opportunity to help. Citizens and the business community will benefit from even the smallest element of support.
«The Business Community supports and endorses non-partisan Voter Education efforts by the business community. Each business, large and small, should do everything it can to participate. This is the type of public service effort that can benefit each business, each citizen and our country,» said [name], Chairman of Business Community. «These elections, and the non-partisan programs of support from the business community, will help us build a better future.»
Sample 5: Proposal for Religious Sector Support
Background:
The Election Commission of the [Subject of the Russian Federation] has a responsibility to inform and educate citizens about the electoral process. Some recent changes to the electoral law impact all potential voters in the upcoming elections. The Commission has limited resources to carry out a comprehensive Voter Education Program.
The Election Commission of the [Subject of the Russian Federation] has established the following priorities for Voter Education:
Notifying citizens of the opportunity to check the Voters' List to see if their pertinent information is correct.
Encouraging the electorate to participate in the elections.
Educating the electorate about the importance of their vote (i.e. that the candidate elected for Governor of the [Subject of the Russian Federation] will also sit in the Federation Council).
Current election law allows citizens to verify the accuracy of the Voters' List. There is a limited period of time for citizens to check the List before the elections.
It is in the long-term interests of all citizens, including the religious community and business community and the private sector, to instill further the foundation of democratic principles that in turn will stabilize and enhance business and community development. Democracy is not a spectator sport, citizens and public and private sectors must be involved to make it work.
Proposal:
The religious community in the [Subject of the Russian Federation] has an opportunity to help the democratization process by participation and support in a non-partisan manner of the Election Commission's Voter Education Program. In most instances this can be done at no additional cost. Because citizens and potential voters are the same persons the Election Commission is trying to reach with voter information, there are numerous opportunities for assistance and participation.
The following are examples of non-partisan assistance that would be extremely beneficial:
Include articles in Sunday church bulletins or other publications to encourage all eligible citizens to check the Voters' List and vote. The Election Commission can provide background information or draft articles.
Add a slogan that encourages eligible citizens to check the voter's list by the [date] deadline and vote on [date] to materials normally printed or distributed by the religious community-examples: Sunday Bulletins, notices of community events read at weekly church services, letterhead, mail indicia placed on envelopes by postal meters.
Be a non-partisan supporter of the electoral process. Mention the importance of voting at meetings of parishioners.
Initiate a slogan/poster contest among the youth or other organizations of the church to encourage voter participation. Form a committee to select the winners or have parishioners vote for winning entry. Give recognition or award a small prize to the winning entry and post it on bulletin boards on in internal publications. Issue a press release about the program and the winner.
The slogan contest could be extended further by having each parish submit its winning entry for competition among all parishes in a diocese. Develop an award that could be given to the winning parish.
Glossary
Broadcast media: The combined mass media of radio and television.
Formal surveys: Planned survey or surveys, conducted by professionals skilled in obtaining public opinions of selected or general audiences with statistically reliable results.
In-depth program: A planned program covering the entire program of activity, such as the electoral process from registration through counting and certification of results, that uses all available resources to accomplish its goals and objectives usually through a combination of media and materials.
Informal surveys: An ad hoc effort to obtain information or feedback from selected or general audiences with not necessarily statistically reliable results. An example would be to ask opinions of friends, family or other persons you might meet such as taxi drivers. Other members of the staff could do the same thing and the results of these discussions could be compared.
Informational: A term used to categorize materials that contain specific details about the subject, such as a poster with the date(s) of the election and the opening and closing polling hours, or a newspaper ad with the locations of polling places. These materials usually contain only information about a particular subject(s) and do not encourage the individual to do anything.
Mass media or medium: A medium or combination of media that automatically make their materials available to the public either free or for nominal charge, such as radio, television, newspapers and magazines.
Motivational: A term used to categorize materials that are designed to encourage or motivate a person to do a particular act. In many cases these materials contain emotional appeals for a specific action. An example is a poster with a child depicted as being hungry with a message, «Give to the needy children fund.»
Non-Governmental Organizations (NGOs): Not for profit organizations that sometimes provide advice or assistance to government agencies or other not for profit organizations to improve their activities or operations through training or other support so they can accomplish their objectives.
Private sector: Individuals, organizations, corporations or other entities usually engaged in profit making activities not under the direct control or management of the government.
Religious sector: That part of society including individuals, organizations or other entities that are controlled or strongly influenced by religious leaders or religions.
Short spot announcement: A radio or television advertisement of less than 30 seconds.
Sound trucks or vehicles: Trucks or vehicles equipped with loud speaker systems to amplify speech or sounds to persons in the immediate proximity of the vehicle. Candidates frequently use them to deliver campaign messages as they are driven through the streets.
Special interest groups: Usually an organized group of people who have common interests and advocate particular objectives, such as unions, business organizations.
Spillover effect: Usually an additional action or reaction, positive or negative, caused by a specific action taken. For example, a radio broadcast intended for children may also be heard by anyone in the coverage area tuned to the radio station at that time. These other listeners are the «spillover» effect of the radio broadcast for children.
Target audience: A designated segment of the general public intended to receive specific information or materials.
1 The following samples have been designed for an electoral process that allows active verification of the Voter's List by the electorate.
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