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 1)What’s the issue? 2)Who’s responsible? 3)Elections Canada’s approach to date 4)Moving forward

3. 3 1) What’s the Issue?

4. 4 Voter Turnout in Canada Federal general elections, 1945 – 2008 *Constitutional Referendum **Preliminary Results

5. 5 Turnout Trends by Age Group -35% -30% -25% -20% -15% -10% -5% 0% 1988199319972000 Born since 1970 Born in 1960s Born 1945-1959 Born before 1945 Note: The turnout of the oldest age group in 1988 is used as the benchmark. Only people born in 1970 or earlier were eligible to vote in 1988, and so the tracking for the youngest generation begins in 1993. Source: 1988, 1993, 1997, and 2000 Canadian Election Studies

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 We consulted the public on the creative concept: “Vote. Shape your world.”

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 Advertising Strategy

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

23. 23 Television Print Radio Internet Cinema An integrated communication approach Mail Advertising Strategy

24. 24 Media Placement Strategy

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!