Rize Up
Weaponising the Youth Vote

Weaponising the youth vote
for the General Election

Overview

Rize Up is an organisation co-founded by Manifest that weaponised the youth vote and changed UK politics forever. Delivered pro-bono in just three weeks, our campaign showed young disenfranchised people the power and potency of their vote. We recruited dozens of artists, co-produced a music track with Big Narstie, held a live Twitter broadcast with Lily Allen and gained over one billion impressions across UK social media. The result? We broke every record imaginable. Voter turnout amongst under-25s for the June 2017 UK General Election was more than 54%, a 16% increase on 2015. This contributed to a 25-year high turnout overall.

“They Don’t Expect Us to Vote”

Every other youth voter registration programme reminded people of their responsibility to vote. Inspired by behavioural economic theory, we turned that approach on its head. Our campaign strategy was to mobilise the youth audience and the disenfranchised within society to highlight the potency of their vote given the assumed low youth turnout.

Our first message was ‘They don’t expect us to vote’ and it immediately resonated. Our strategic platform was Be Heard, Not Herded. We made Rize Up about making the establishment stand up and take notice of youth voters.

Credible Voices

Influencer outreach resulted in high profile names declaring their support for the campaign, including Rudimental, Tinie Tempah, Professor Green, Big Narstie, Maverick Sabre, Emeli Sande, Lily Allen, Doc Brown, Brian May, UB40, Steel Pulse, Skinnyman, Rodney P, Novar FLIP, Genesis Elijah, Blak Twang, Soweto Kinch, Cleveland Watkiss, Phili n Dotz, Ian Berry, Sonny Wharton, Eddy Temple-Morris and Rick Astley.

Every Lush store in the UK posted Rize Up materials and offered homeless people an address for registering their vote. Volunteer street teams signed up voters in cities and town centres across the UK handing out 500k+ leaflets. Rize Up joined forces with Bite the Ballot for a live stream with Lily Allen at Twitter HQ London.

We created a video with Josh Cole (Rize Up founder), to accompany a track created in collaboration with rapper Big Narstie on YouTube urging voters to take control and vote.

Results

1m
Under-25s registered to vote in under 3 weeks
45%
More under-35s registered to vote than the previous election
250k
Record-breaking registrations on the day the campaign reached its peak
18m
Twitter impressions for campaign content
16m
Print media reach

Awards

Integrated communications campaign of the year

PR Moment Awards 2018

Community engagement campaign of the year

PR Moment Awards 2018

© Manifest 2018