THE CHALLENGE:

Young people have traditionally been the least likely demographic to vote in elections in Canada. In the 2015 federal election, however, the electoral landscape shifted. At one point during the campaign, the NDP, Conservatives and Liberals were in a statistical tie with one another.

Our client, the Canadian Alliance of Student Associations, had always worked to encourage youth and students to vote during election time. This time around, they asked us to produce a video that spoke to the importance of participating in this election.

THE TWIST:

The competitiveness of the 2015 election made it possible to write a strongly-worded script that honestly demonstrated the impact young people could have on this election.

There were real differences between the parties this time around. At the campaign mid-point it was anybody’s guess who might win. The youth demographic could have had as much influence on the outcome as the province of Quebec if they showed up to vote.

Delightfully, all of the party leaders had very distinct hairstyles. We took advantage of that when we illustrated them.

WHO DID WHAT:  

The client: The video we produced was a part of a larger campaign that CASA organized to get students out to vote. Campus leaders across the country collected over 40,000 pledges to vote from students, while CASA coordinated the larger effort.

The writer/producer: I worked with CASA to draft a script (which was also translated into French), sourced and recorded voice talent, shot the live-draw and edited the final product. The language we developed for the campaign would also be used in web-content, and supporting materials.

“If we don’t speak up, we can’t expect to be heard; and in elections, actions speak louder than words.”

The artist: Marguerite Drescher from Brave Space storyboarded the entire three-video series, and drew the graphics in the live-draw videos (those are her hands!).

THE SCRIPT: 

The October election will be the most competitive election in recent history.

The best polls suggest that this election is a close three-way race, and the leaders are neck-and-neck.

When elections are competitive, your participation really can make a difference.

And unlike in previous elections, there are clear differences between the directions each party and leader want to take the country.

But in recent elections, young people haven’t been showing up.

And yet, there are enough young Canadians to dramatically change the outcome of this and every election.

There are 5.5 million millennials who are eligible to vote in our country…
that’s more than the voting population of all of the Atlantic Provinces, Alberta and Saskatchewan combined… or roughly the same number of eligible voters there are in the entire province of Quebec – a place that carries huge political influence in our country.

But in the last federal election, less than 40% of young Canadians voted.

It’s no wonder that politicians still aren’t talking about:

– the student debt crisis that keeps on growing…
– job-seekers who are entering a job-market that is uncertain and unreliable
– the fact that indigenous people’s are consistently denied the same opportunities that many other Canadians have.

There’s a direct correlation between the investment we – as young Canadians – make in the governance of our country, and the investment governments make in young Canadians.

If we don’t speak up, we can’t expect to be heard.

And, in elections, actions … [pause] … speak louder than words.

And that is why the Canadian Alliance of Student Associations, along with students from across the country are organizing in a unprecedented voter mobilization campaign.

Join us, because your voice matters. Pledge to vote at get out to vote dot C-A.

EN FRANCAIS: