As urban and youth apathy is a cause of concern to improve the voter turnout during the 2024 Lok Sabha elections,  the Election Commission (EC) has launched a variety of campaigns - ‘Turning 18’ and ‘You are the One’ across social media platforms to nudge young and urban voters to cast their ballot in the Lok Sabha elections.

The commission has also initiated a campaign urging people to first verify then amplify what information they get on social media related to elections. Through engaging storytelling and captivating visuals like ‘Whatever it takes - we walk the extra mile, so you don’t have to’, the campaign highlights the dedication and commitment of individuals in ensuring free, fair and participative elections. Currently the commission has social media presence on major platforms, including Facebook, Instagram, X, YouTube with recent additions of Public App, WhatsApp Channel and LinkedIn.

The EC’s ‘Turning 18,’ in the run-up to the 18th Lok Sabha Elections, specifically targets young and first-time voters. The primary objective is to galvanise youngsters to participate in the upcoming elections and address the critical issues of urban and youth apathy noticed in previous elections while the campaign ‘You are the One’aims to recognise and celebrate the invaluable contributions of various stakeholders involved in the electoral process.

The ‘Turning 18’ campaign employs various compelling themes and strategies to capture the attention of its audience. The strategy involves branding of individual series with thematic logos for easy identification and association. Additionally, the campaign portrays a comparison of past and recent elections, as ‘then vs now’ to underscore the progress made over time.

“By emphasising the significance of voting immediately upon turning 18, the campaign seeks to inspire a sense of civic responsibility among young voters. Furthermore, infographics, highlighting the growing participation of the women electorate, especially in the age bracket of 18-30 showcases the inclusivity of India’s democratic process,” it said.

“The impact of the ‘Turning 18’ campaign is substantial, with widespread amplification facilitated by State Chief Electoral Officers (CEOs) and the national public broadcaster, DD News and Akashvani. Moreover, the EC has collaborated with its popular network of National and State SVEEP icons to have a multiplier effect,” the EC said.

“Building on ‘Turning 18’ campaign, EC launched another campaign titled ‘You Are The One.’ This initiative aims to recognise and celebrate the invaluable contributions of various stakeholders involved in the electoral process. From voters and political parties to Booth Level Officers (BLOs), ground staff, polling parties, administrative personnel, media professionals, central forces, and security personnel, each stakeholder plays a vital role in ensuring the integrity and efficiency of the electoral process.

Through engaging storytelling and captivating visuals (like ‘Whatever it takes - we walk the extra mile, so you don’t have to’) the campaign highlights the dedication and commitment of these individuals, inspiring pride in their roles and responsibilities within the democratic framework”.

“It involves highlighting the key stakeholders, interesting anecdotes, and stories from the elections of the past, and videos/reels that unravel the tireless efforts of polling teams working behind the scenes, navigating challenging terrains to ensure every voter is reached.

There are various other interesting features of the campaign like ‘chunaavi kisse’ sharing interesting election stories from previous elections. Then A-Z of Indian elections series informs users about elections related terms and processes. Word play with the EC is another series where users are engaged to hunt for election related terms. ‘Sawal jawab’ series to answer the most relevant questions related to the electoral process. Through polls and pixel series, the EC shares a visual journey of Indian elections since inception.

In response to the proliferation of fake news and misinformation online, the poll body said it has introduced the ‘VerifyBeforeYouAmplify’ initiative as highlighted by Chief Election Commissioner Rajiv Kumar recently. The campaign seeks to bust fake news and urge people to exercise caution and diligence before sharing information on social media platforms.

Additionally, information on schedule, IT Applications and other critical aspects, including decisions of the commission, how to check names in electoral roll and find polling stations etc is shared graphically and with reels for precise and sorted information for users.