South Australians are being reminded of the good in voting ahead of the State Election, thanks to a new campaign developed by Fuller.
Launched this week, the ‘Voting: It’s A Good Thing’ campaign will run through to the South Australian state election on March 21, celebrating the sense of connection and pride that comes from being an active member of your community and showing that when it comes to voting, there’s really no reason not to take part.
Built on a rigorous behaviour change strategy, Fuller partnered closely with behaviour change specialist Mat Crompton, founder of Behaviour ID, to develop a robust and carefully considered creative platform.
Fuller Creative Director Niccola Phillips said the campaign is intentionally simple and positive in its intent and execution.
“Looking into the behavioural barriers that stopped people from voting, we realised that a common demotivator was that the outcome of voting can’t be guaranteed. So instead, we focused on how it feels in the moment.
“When you consider all the good reasons to vote, like getting out and enjoying the day, grabbing a coffee, catching up with neighbours, supporting the school with a bake sale, and feeling like you’re part of the community, there’s really no good reason not to.
“These ‘micro moments’ add up to something much bigger and more meaningful.”
Determined to place real South Australians at the heart of the campaign, Fuller engaged South Australian artist and photographer Bri Hammond to capture authentic local faces as the focal point of the creative.
“Bri has a brilliant eye for quirky detail and joyful colour pops, and her aesthetic was charmingly captured in motion by Jack Turner.”
Electoral Commission South Australia Manager Communication and Engagement Immacolata Bollella, said the small moments highlighted often overlooked benefits of voting.
“This campaign captures that simple truth in a warm, uplifting way. Fuller has been fantastic to work with throughout this process, putting in a huge amount of work to bring the creative to life and helping us highlight the many positive moments that come with participating in our democracy.”
Campaign assets are available here.
Creative Agency: Fuller
Managing Director – Will Fuller
Director Creative Strategy – Jordaine Chattaway
Social and Behavioural Strategist – Mat Crompton, Behaviour ID
Creative Director – Niccola Phillips
Senior Copywriter – Michael Burdick
Account Manager – Hayley Bellchambers
Head of Art & Design – Nerissa Douglas
Integrated Designer – Lana Maiale
Designer – Jayde Carnegie
Senior Producer – Rachel Jesse
Production:
Art Director – Bri Hammond
DOP – Jack Turner
1st AC – Ella Burton
Gaffer – Dan Ross
Lightning Assist – Kris Jenkinson
Art Department & Stylist – Maz Mis
Hair & Makeup – Natasha Stone
Production Assistant – Ashley Swallow
Casting – RMT
Photography – Bri Hammond
DigiTech – Morgan Sette
Post-Production
Editor & Colourist – Chris Daniels
Sound Design – Scott Illingworth (Seeing Sounds)