CHALLENGE
With elections to the EU referendum taking place in 2016, it was crucial for young people to have a say in their future, yet many tended to fall at the first hurdle: registering to vote before the deadline.
IDEA
Social media has overtaken television as young people's main source of news, but in an online world, what gets attention isn’t always what's most important. We disguised a political message with something more eye-catching: goat gifs. We built a simple sharing mechanic that not only acted as a powerful reminder to register, but encouraged young people to pass it on.
IMPACT
With zero media spend:
-68,599 goats were shared
-4.5 million facebook impressions
-35,959 directed to register on gov.uk
-Over one third completed the form then and there
Sources: Facebook Insights / Government Digital Service, Cabinet Office
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