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Reminding young people to vote by trolling Facebook with fake goat gifs


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
Featured by BBC News / Business insider / The Metro / Medium / D&AD / The Shots / Don’t Panic / Neon Magazine & many more

Project Team

Ryan Sherman

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  • Creative
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Ben Silvertown

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  • Interaction Designer
  • Double Dare

Project Tags

  • Social Media Campaign
  • viral
  • Goats
  • Hacking
  • Social Good

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