NEWS: Ads target youth vote

The Ministry of Sound is backing a hard-hitting cinema and press campaign, through BMP DDB, to encourage young people to use their vote in the next general election.

The Ministry of Sound is backing a hard-hitting cinema and press

campaign, through BMP DDB, to encourage young people to use their vote

in the next general election.



The series of cinema commercials features interviews with subjects who

hold extreme and bigoted views - including a homophobe, a racist and a

sexist - all speaking their minds to the camera.



Most of the films, which are unscripted, are said to feature real people

revealing their views.



A racist declares that he wants to eliminate ‘scum’ and see the country

run by whites, while another man explains that nature will eventually

eliminate gays. In a third film, a man comes out with gems such as:

‘Women are happy in a routine job.’



The campaign’s endline, designed to shock 18- to 24-year-olds into

voting, is: ‘Use your vote. You know he’ll use his.’ Dominic Murphy at

Produktion directed the films, which were written by Andy McLeod and art

directed by Richard Flintham.



The ads will run in cinemas from October, initially using space donated

by Pearl and Dean. Press and poster executions are due to appear in

November.



One press execution shows graffiti in a public toilet that reads: ‘Piss

on niggers.’ Nathan Hodges, the account director at BMP, said: ‘With

this kind of ad, we have to be sure of who we are talking to.’In the

last election, 40 per cent of 18- to 24-year-olds did not vote. Many of

these lived in areas with marginal seats, where their votes could have

made a difference. McLeod said: ‘People are less interested in politics

than ever, but they do care about policies.’



By backing the ads, the Ministry is espousing the cause while keeping

its name in the minds of its customers.



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