Electoral Reform Society

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01 — Electoral reform society

UK's voter photo id policy campaign

SOCIAL · Creative Lead · Campaign Production

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01 — Project Overview

Following the introduction of the UK's Voter Photo ID policy, ERS launched a rapid-response campaign designed to raise awareness of the changes and encourage public action. Working against a tight timeline, the campaign combined targeted digital communications with audience-specific messaging to engage communities across multiple regions.

Delivered across paid social, landing pages and email journeys, the campaign transformed a complex policy issue into an accessible and compelling call to action — helping drive engagement, spark conversation and mobilise support around one of the most significant changes to the UK's electoral process in recent years.

02 — Client, Role & Deliverables

Client

Electoral Reform Society

Role

Creative Lead & Designer

Deliverables

Campaign Suite Rollout

03 — The BRIEF

How do you turn awareness into action?

With the introduction of mandatory voter identification, ERS needed a campaign that could quickly communicate the potential impact of the policy while encouraging audiences to engage with the issue. The challenge was to create messaging that felt relevant, urgent and emotionally resonant, while remaining adaptable across regions and audience segments.

04 — MY CONTRIBUTION

Building a campaign designed to resonate.

Working across the campaign rollout, I helped develop and deliver a suite of digital assets designed to support audience acquisition and engagement. This included social advertising, regional creative adaptations, landing page design and supporting email communications.

By applying a structured messaging framework, we were able to tailor creative across multiple audience groups while maintaining consistency throughout the wider campaign ecosystem.

05 — campaign Results

38,823

link clicks

620,673

REACH

2,513,180

IMPRESSIONS

06 — messaging strategy

One issue. Multiple perspectives.

At the heart of the campaign was a messaging matrix designed to connect with audiences through different emotional and political perspectives. Themes including fairness, representation, participation and cost were explored through targeted creative, allowing the campaign to remain relevant across multiple regions and demographics.

07 — campaign rollout

Designed for speed and scale

Within a matter of weeks, the campaign expanded into more than 30 creative variations across Meta, supported by dedicated landing pages and tailored email journeys. Each touchpoint was designed to reinforce the campaign narrative while guiding users towards meaningful action.

08 — outcome

A campaign built to be heard.

By combining audience-led messaging with a scalable creative system, the campaign successfully delivered a coordinated digital experience across paid social, web and CRM channels. The result was a timely and impactful campaign that helped amplify awareness around one of the most significant electoral changes in recent years.