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
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.