2012 Winners & Shortlists

The Campaign

With a high literacy rate, pessimism, doubt and an increase in political parties from 1 to 100 within just a few months after the revolution in Tunisia, the ISIE (The Higher Independent Authority for the Elections) recently created and pratically unknown to the general public, had very low chance to reform the electoral roll from scratch in only one month and succeed the national constituent assembly elections. Based on the concept of “Group Think”, we created a participative awareness campaign by transforming every registered individual into a spokesperson. The key message being: I’ve registered, have you?.

Success of the Campaign

« A historic participation in the first democratic elections in Tunisia» With a participation rate that surpassed 90% in some polling stations, the tunisian elections had a turnout of over 4 and a half million voters, a historical day and a record worthy of the most democratic of countries. Tunisia had its revolution, and today tunisia has definitely succeeded in its revolution.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

For the Mass Media (TV, Radio, outdoor and print) we created emotionally charged testimonies, call to action and didactic at the same time. We printed 4 million «I’ve registered» stickers so that all those who registered could set an example for others. The success of our Digital and especially Facebook communication was crucial for the success our campaign. So apart from the web site and banners, we also launched interviews with different opinion leaders like artists, bloggers and celebrities, on social networks. On the official ISIE facebook page, internauts were able to find answers to their questions about the elections instantly via a community manager, send free SMSs to remind their firends to register, create an « I ‘ve registered » badge on their profile pictures, and they were able to view a real-time counter of the number of people registered.