Australian Electoral Commission
The Opportunity
Aboriginal and Torres Strait Islander people have historically been underrepresented on the electoral roll. The AEC’s Indigenous Electoral Participation Program works with First Nations communities to improve understanding of the electoral process and encourage people to enrol, vote and have their voices heard.
The Solution
A suite of culturally appropriate campaign materials was developed to make electoral information clear, relevant and engaging.
Working with First Nations artwork, photography and community voices, the campaign included posters and brochures covering enrolment, voting, election-day information and employment opportunities with the AEC. First Nations people were placed front and centre, supported by direct, positive messaging about the importance of having a say.
The Results
The campaign formed part of a broader national effort that has seen a significant increase in First Nations electoral participation. Indigenous enrolment increased from 74.7% in 2017 to a record 94.1% in 2023, with around 60,000 additional Indigenous Australians joining the electoral roll in the first half of 2023 alone.
Scope
Campaign design • Art direction • Print collateral • Information design • First Nations communications
