WCRS launches push for mayoral election

The Government hopes to put the wrangling over the Labour candidate for London’s mayor behind it next week when it unveils a pounds 4 million campaign aimed at persuading people to vote.

The Government hopes to put the wrangling over the Labour candidate

for London’s mayor behind it next week when it unveils a pounds 4

million campaign aimed at persuading people to vote.



’It’s the biggest job in London. YOU choose who gets it,’ is the

rallying cry for the campaign, which breaks as a two-week London-wide

poster blitz with supporting tube and bus ticket messages.



TV, press and crosstrack posters will follow as the campaign, devised by

WCRS, moves on to explain why the mayor will be so important.



As the polling date of 4 May gets closer, the public will receive

practical information about how to vote, including what to do if you are

away. For the last five days of the campaign, TV, press and radio ads

will count down to polling day. Finally, a door drop to every household

will provide full details of the responsibilities of the mayor and

assembly, as well as a postcode search to show voters how and where to

register to vote.



A 30-second TV commercial, which breaks on 1 March, deftly layers

different scenes from urban London with the mayor’s responsibilities, at

the same time as a narrative exhorts Londoners to take an interest and

vote. ’You live in London. Have a say in who runs it,’ is the theme of

the ad, a line which will also appear on busbacks, beermats and

postcards.



Written by Matt Woolner and art directed by Steve Wioland, the TV

commercial was shot by Selby through Godman Films. Media was planned by

WCRS and bought by COI agencies.



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