Rock the Vote, the high-profile music industry initiative to encourage
young people to vote at the next general election, has chosen St Luke’s
to run its pounds 1 million ad campaign.
The drive will attempt to tackle young people’s growing disenchantment
with the democratic process. Forty-three per cent of Britain’s under-25s
did not vote at the last election.
A variety of celebrities have pledged their support for the cause,
including comedians like Ben Elton, Jo Brand and Eddie Izzard and a
number of famous bands such as the Boo Radleys and Radiohead.
St Luke’s fought off BMP DDB Needham, BST-BDDP and M&C Saatchi to win
the business, which has the backing of the three main political parties.
A similar effort in the US was credited with putting Bill Clinton in to
Andy Law, the managing director of St Luke’s, said young people are more
interested in single issues such as the environment than they are in