SECOM - PRESIDENCY OF THE REPUBLIC
Advertising and UX at the service of Brazilian democracy
MY CONTRIBUTION
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User interface
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Communication concept
TEAM
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UI
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UX Writer
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Dev (front)
Challenge
Every election year, the government always asks itself: how to attract young people to democratic participation? That was the big question that guided all our efforts. Encouraging young people to issue their voter registration card is much more than a duty of the State: it is a commitment to our future. Awakening young people to the importance of elections is in fact awakening a generation to the impact of participating in the country's political decisions.
The Presidency of the Republic expected from us a campaign that strayed from the traditional language of governments, in fact attracting the attention of the 16-18 year olds.
Solution
The idea was to create a campaign that blended in with social media topics. Instead of building a website, we deliver a digital action focused on interaction to reinforce the campaign message: your future is in your hands.
As it is a government communication channel, accessibility was a critical factor. The action was built following all the accessibility principles, which were already defined in the eMAG booklet.
As it is a campaign, it was necessary to think about every detail of the user experience so that the message was delivered without noise and with the due power of persuasion.