'Voting Is Hot AF,' Says Cheeky U.K. Campaign

You just voted? That's so hot—grrr!

Saatchi & Saatchi London gets risqué to encourage participation in the U.K.'s general election next month.

Anchored by OOH and social outreach, the work riffs on digital dating tropes and imagery, slotting into a broader "Just Vote" initiative. 

Young adults are the target. Only 50 percent of them voted in the 2019 election, while 80 percent of the 65-plus crowd participated.

Per Saatchi, the creative stems from YouGov data—from a survey commissioned for the campaign—showing that 40 percent of 18 to 24 year olds find people who vote more attractive. (And as we all know, political research never lies!)

Saatchi developed the approach with Dale Vince—founder of green power concern Ecotricity—and PR agency Borkowski.