People's Policies
The brief:
Drive traffic to Yahoo! News in the run up to the 2010 UK elections.
Poke’s answer:
A fun platform for people to create and campaign for their own policies, both serious and silly. Each submission was put to the public vote, offering a light, playful alternative to the ocean of competing election coverage.
Nitty gritty
A simple, bespoke tool that encouraged people to write and share their own policies. The tool had a 100-character limit to encourage creative, tweetable content and indeed the campaign thrived in social channels because of the ease of transmission. Seeding further stoked the fire and created noise on Twitter and Facebook.
The campaign lived on its own web page, connected to the other Yahoo! politics pages. Supporting the policy-making tool, satirical cartoons were created and published on the fly, depicting the best submissions. A leader board celebrated the most popular policies, which fluctuated as people voted for their favourites.
To substantiate Yahoo’s promise to put real people first, we used Yahoo’s display advertising to campaign for individual people’s policies, further propagating the campaign and fuelling discussion.
Highlights
- Gifting the mighty Yahoo! ad network to users to broadcast their own messages.
- A nurse mobilising the care network to promote her policy.
- Meerkat, Alexandr Orlov campaigning to be President.
