The Independent Electoral Commission (IEC) has enrolled the help of a host of well-known young South Africans in a bid to boost youth registration and voting in this year’s elections.
The stars from the music, media and entertainment industries feature in a funky new television advert talking about why they plan to vote in the elections and urging other young South Africans to follow suit.
The commercial was filmed in a warehouse against a backdrop of a giant graffiti wall which is created to finally reveal the message “I X (vote) SA” and features young celebrities such as Toya Delazy, Anele Mdoda, HHP, Khuli Chana, Jack Parow, Joey Rasdien, Liquideep, Lira, Shashi Naidoo, Pabi Moloi, Lalla Hirayama, Siyabonga Ngwekazi, Melinda Bam, Loyiso Bala and Zolani Mohola.
The soundtrack for the commercial is by South African group Goldfish and the commercial has the feeling of a music video in which the stars talk about why voting is so important to them, and then challenge young people to find their own reason to participate.
The commercial of which there is a one minute and a shorter 30 second version is currently being shown on all SABC channels, eTV and selected DSTV channels until the final registration weekend on February 8 and 9. There are also short 10 second adverts featuring each of the celebrities individually talking about their reason for voting.
The campaign is supported by a digital campaign using social media channels including YouTube, Facebook, Mxit and Twitter where young South Africans will be encouraged to join the conversation by sharing their own reasons for voting. Individual video clips of each celebrity sharing their reasons for voting have been posted on YouTube and the election website.
The campaign also includes a radio advert in which the young stars talk about voting in all official languages.
Registration stations throughout the country will be open from 8am to 5pm on Saturday 8 February and Sunday 9 February
The concept was based on international best practice and research which showed that young people are most influenced by people their age they admire and look up to. Between them, the young celebrities in the advert have over 1 million Twitter followers.
In many countries around the world the youth are notoriously difficult to convince to participate in democracy. In South Africa registration levels of those in the 20 – 29 age group are the lowest for any age group – currently at 54.5%. For voters aged 18 – 19 it is even lower at just 22.6%.
“The youth are the future of our democracy. We hope that by getting their peers and heroes to encourage them we can make registering and voting in the elections popular and cool. Peace Out!” said Chief Electoral Officer Mosotho Moepya.
Registration stations throughout the country will be open from 8am to 5pm on Saturday 8 February and Sunday 9 February for new voters to register and for those already registered to update and verify their details. This will be the final opportunity for this ahead of this year’s national and provincial elections.
All South African citizens 16 years and older in possession of a valid SA ID (green barcoded ID, new smartcard ID or Temporary ID Certificate) may register at their correct voting station.
Click below to watch what Khuli Chana and Toya Delazy say about voting in the 2014 elections advert.
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