Client: Office of the Prime Minister
Project: Heads Up: Reaching and engaging youth in the political process
Solution: RedDirect
Campaign length: Ongoing
Aim:
Work with key web and media partners to build an online community through the use of a website and SMS technology to provide information to, and seek feedback from, young people.
Objectives:
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Raise awareness of Labour's principles and policies among young people
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Build awareness of the Heads Up website
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Communicate the policies Labour has implemented that improve young people's lives
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Develop a database of young people interested in Labour policies
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Provide a tangible and leading edge demonstration of Labour's commitment to the knowledge economy, e-government and e-business.
Results:
The Heads Up website is a tangible demonstration of Labour's willingness to communicate with young people using channels they are familiar with. Labour has been very pleased with the performance of the site and the traffic and SMS volumes that have been generated.
Strategy:
Demonstrate Labour's commitment to young people by developing communications channels that they are familiar with and which will drive information flows and participation in the political process.
How it worked:
Run The Red worked with Wellington agency Mission Hall and media placement company Total Media to deliver a youth oriented site that engaged young people and communicated Labour's policies to this key target audience.
The 'Headsup' project is about letting youth know 'what Labour has done for them. Those interested in finding out what Labour has delivered for youth can access a website www.headsup.co.nz . Once there, they can subscribe to a mailing list and receive text notifications of coming events and features.
People can also take part in real time chat sessions with Labour Ministers by texting (at no cost to themselves) questions they'd like answered.
It is an ongoing project that will assume greater importance in an election year. |
