Hero image featuring a greyscaled communication platform on an abstract background.

Give an X

Funded by the Joseph Roundtree Trust

Campaign

2024

Getting half a million new voters

Young people don’t care about politics – or so the story goes. With over 30% of 18–25 year olds unregistered at the start of an election year, I was buzzing to lead the creative of a campaign to change that. Enter Give an X – a youth-led, non-partisan campaign that reframed voter registration around the issues young people actually give a damn about.

Co-created with 18–25 year olds and amplified by brands like Tinder, Lime and Ben & Jerry’s, the campaign flipped politics into something personally worded, visually striking and culturally relevant, and drove a measurable rise in youth registration.

18-25 year olds reached by the campaign

brand + charity partnerships

influencer + celebrity endorsements

0,000

18-25 year olds registered to vote

18-25 year olds reached by the campaign

brand + charity partnerships

influencer + celebrity endorsements

0,000

18-25 year olds registered to vote

Getting down with the kids (but not like that).

The idea that young people “don’t care” about politics felt lazy. In workshops and conversations with them across the country, it was clear they cared deeply – just not in the language politics usually speaks. And honestly, no one had told them they were allowed to have an opinion.

But no one likes a try hard. So instead of trying to make Westminster cool, I focused on translating policy talk into actual issues. Rental prices = living with mum and dad forever. Town planning = skate parks being demolished. Etc etc. The rest of the copy was just about giving them the go ahead to take up space.

Getting down with the kids (but not like that).

and making it look like theirs

Give an X wasn’t designed in a boardroom and pushed outwards. I worked closely with our steering group of 18–25 year olds to build a visual direction that they actually liked.

That meant bold colour, bubble and 3D typography, image-heavy layouts – a look and feel that felt more like youth culture than political comms. It was intentionally the kind of creative politicians might side-eye, but young people would actually share. If you’re talking to youth, the least you can do is make it look like you’re listening.

and making it look like theirs

Give an X wasn’t designed in a boardroom and pushed outwards. I worked closely with our steering group of 18–25 year olds to build a visual direction that they actually liked.

Showing up where they – you guessed it – give an X

Probably most crucially, this campaign was all about activations that met 18-25s where they already are – posts across socials, ads at uni bus stops, beer mats in bars. But partnerships took us further than media buying ever could.

We teamed up with the likes of Tinder, Lime Bikes, Snapchat, Ben & Jerry's and Tony's Chocolonely, embedding Give an X into everyday scrolls, swipes and city rides.

Still, we dug deeper into what young people care about and enjoy. Which meant working with London Games Fest, Glastonbury, the UK's Arts Council, and a few different football clubs. Trust me, there wasn't a hobby I didn't try to come up with a line for.

Showing up where they – you guessed it – give an X

We teamed up with the likes of Tinder, Lime Bikes, Snapchat, Ben & Jerry's and Tony's Chocolonely, embedding Give an X into everyday scrolls, swipes and city rides.

Politics isn't about them. It's about you.

Getting half a million new voters

Getting down with the kids (but not like that).

Getting down with the kids (but not like that).

Getting down with the kids (but not like that).

Getting down with the kids (but not like that).

and making it look like theirs

and making it look like theirs

and making it look like theirs

Showing up where they – you guessed it – give an X

Showing up where they – you guessed it – give an X

Showing up where they – you guessed it – give an X

Politics isn't about them. It's about you.

Get in touch

Get in touch

Get in touch