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Voter Participation, Advertising and Outreach: Elections Canada s Experience Miriam Lapp, Senior Advisor, Research a

2. Outline. What's the issue? Who's responsible? Elections Canada's approach to date Moving forward . 3. 1) What's the Issue?. . 4. Voter Turnout in Canada. Federal general elections, 1945

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Voter Participation, Advertising and Outreach: Elections Canada s Experience Miriam Lapp, Senior Advisor, Research a

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    1. 1 Voter Participation, Advertising and Outreach: Elections Canada’s Experience Miriam Lapp, Senior Advisor, Research and Outreach First Inter-American Electoral Training Seminar Mexico City November 17-21, 2008

    2. 2 Outline What’s the issue? Who’s responsible? Elections Canada’s approach to date Moving forward

    3. 3 1) What’s the Issue?

    4. 4 Voter Turnout in Canada Federal general elections, 1945–2008

    5. 5 Turnout Trends by Age Group

    6. 6 Turnout by Age in 2004 and 2006 Turnout by 18- to 24-year-olds: 37% in 2004 44% in 2006 Source: EC turnout studies

    7. 7 Turnout Among Aboriginal People First Nations, Inuit, Métis 4% of Canadian population 18% are 15-24 years old Post-election surveys: 23% lower Higher rates reported by Métis and Inuit Higher rates reported off reserve

    8. 8 Turnout Among Ethnocultural Communities Ethnic Diversity Survey, 2002 (Statistics Canada) Immigrant status alone is not a barrier. “Newcomers” (post-1991) voted at lower rates than established immigrants, all else equal. Turnout varies between ethnocultural communities: lowest rates found among visible minorities. Lowest turnout rates: Young, foreign-born individuals of Chinese origin (44.8%), and young, Canadian-born blacks (51%).

    9. 9 Target Groups Youth Aboriginal electors Ethnocultural communities Electors with special needs: Disabilities Low literacy Homeless

    10. 10 2) Who’s Responsible?

    11. 11 Mandate to Educate and Inform Canada Elections Act (s. 18) gives the Chief Electoral Officer of Canada the mandate to: “Implement public education and information programs to make the electoral process better known to the public, particularly to those persons and groups most likely to experience difficulties in exercising their democratic rights.” “Provide the public, both inside and outside Canada, with information relating to Canada’s electoral process, the democratic right to vote and how to be a candidate.”

    12. 12 Elections Canada’s Strategic Plan 2008–2013 Trust Accessibility Engagement particular focus on youth engagement

    13. 13 Key “How to Vote” or Accessibility Variables General population (lower SES) Did not know where and when Were not registered Too busy/overworked Youth Perception that registration and voting are complicated Registration coverage issues High mobility leading to confusion on where to vote Too busy/overworked Aboriginal Language/communication barriers Remoteness of many Aboriginal communities (accessibility) Ethnocultural/visible minority groups Language/communication barriers Misunderstanding of electoral process Need to register Too busy/overworked (focus on basic needs) Electors with disabilities/homeless electors Accessibility problems Lack of awareness on how to register and vote Information not accessible Seniors Sickness or physical limitation

    14. 14 Key “Why Vote” or Engagement Variables General population (lower SES) Turned off by politics Do not like any of the proposed candidates Do not know which candidate or party to vote for Think that voting does not matter (cynicism) Youth Lack of political knowledge/ understanding of how politics affects their lives Low interest/political apathy Weaker sense of civic duty Different priorities and interaction with political process Limited contact with parties and candidates Aboriginal Current and historical contexts Perceived illegitimacy of voting Perceived inability to influence the vote Lack of contact with parties and candidates General feeling of exclusion Ethnocultural/visible minority groups Lack of awareness of democratic rights Traditional beliefs/experiences may inhibit political engagement Lack of candidates from ethnocultural communities Electors with disabilities Accessibility issues inhibiting political engagement Homeless electors Fear that personal information will be used by others (e.g. police)

    15. 15 EMBs and Public Education: Mixed Expectations Legitimacy Trust Capacity

    16. 16 3) Elections Canada’s Approach to Date Focus on communications

    17. 17 Qualitative analysis of Graphic elements “Social issues” content vs. information Evolution of the creative process Movement towards the “social issues” concept Change of approach to communicate new ID rules Potential use of social marketing campaign outside an election period

    18. 18 Television Concept 1 (30 seconds)

    19. 19 Television Concept 2

    20. 20 Television/Cinema (15 sec.)

    21. 21 Campaign objectives for the 40th general election Encourage Canadian electors to exercise their right to vote Inform Canadian electors of the new identification rules to vote on election day: Proving identity and address List of acceptable pieces of ID www.elections.ca for detailed information

    22. 22 Target groups General public (all citizens who are at least 18 years old on election day) Youth Ethnocultural communities Aboriginal communities

    23. 23 An integrated communication approach

    24. 24

    25. 25 Web Banners - MSN

    26. 26 Web Banners - Google

    27. 27 Web Banners - LouLou

    28. 28 Web Banner (Canadians abroad)

    29. 29 Web Banner Ad (Aboriginal)

    30. 30 Print Campaign Mainstream, Aboriginal, Ethnocultural

    31. 31 Reaching Out to Youth Registration initiatives and mailings to young Canadians “Leave Your Mark” reminder card sent during an election to those not registered Targeted revision in student areas Polling sites in residences on campus Service Standards for Student Electors

    32. 32 Reaching Out toYouth Targeted communications (and student associations) Youth Web site Community Relations Officer Program Youth election officers Partnerships: Student Vote

    33. 33 Reaching Out to Aboriginal Electors Poll initiatives in Aboriginal communities Aboriginal Elder and Youth Program Community Relations Officer Program Web page for Aboriginal voters Material available in 8 Aboriginal languages Targeted communication Partnerships: Assembly of First Nations (AFN)

    34. 34 Reaching Out to Ethnocultural Communities Voter information in 27 heritage languages Targeted communication Community Relations Officer Program Language interpretation service

    35. 35 Reaching Out to Electors with Special Needs Seniors: Web banner and e-mail Targeted revision for seniors Level access Mobile polls Alternative methods of voting Special needs Web page Services and information in multiple formats Targeted communication Community Relations Officer Program (homeless electors)

    36. 36 Electors with Special Needs

    37. 37 4) Moving Forward

    38. 38 What Have We Learned? Challenges: Capacity – managing external expectations Internal coordination Measuring impact

    39. 39 Moving Forward More research, and stronger linkages between research and activities More strategic Better coordination (internal and external) Increase/improve evaluation Evaluation framework – 40th general election

    40. 40 Thank you!

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