Appendix C: Ad creatives – Voter Information Campaign for the 45th General Election: Qualitative Pre Event Communications Testing with Youth

Concept A: Voting Is Easy

Video

Video: Giving a cat a bath? That's hard.

Description of Video: Giving a cat a bath? That's hard.

On a coloured background, there's an image of a cat at the bottom of the screen. The text reads Giving a cat a bath? That's hard.

The screen changes colour, and the text is replaced by Registering to vote is easy. Next to the text, there's a black X in a white box.

The screen changes colour, and the text is replaced by The federal election is on Monday, October 32. Check or update your voter registration at elections.ca.

The Elections Canada logo, the web address elections.ca and the telephone number 1-800-463-6868 appear on a black background.

Audio transcript

Waiting for ads to finish? Now that's hard. But getting ready to vote is easy. The federal election is on Monday, October 32. Visit elections.ca to find all the official information you need to vote. It's our vote.

Web banner

Moving your friend's couch?

Description of "Moving your friend's couch?"

Image of a couch with a coloured X in the middle. The text reads Moving your friend's couch?

The couch is tipped to one side, and the text reads That's hard.

The image stays the same, and the text is replaced by Registering to vote is easy.

The text is replaced by Check or update your voter registration at elections.ca.

The tagline It's our vote, the web address elections.ca, the telephone number 1-800-463-6868 and the Elections Canada logo appear on a black background.

Social media post

Social media post

Description of "Social media post"

The tagline It's our vote is on the top right.

The text reads Writing a paper in four hours? That's hard. Finding your polling station is easy.

Beside the text is an image of a coffee cup with an X on the bottom left.

The text reads get ready to vote on Monday, October 32.

Instagram icons (heart, comment bubble, share) are to the right.

Concept B: Every small x has a huge impact

Video

Every small X

Description of Every small X

The slogan Every small X in black font on a white background appears beside an X in a blue square.

The slogan continues with has a big impact, and the background is now blue. Rays turn around the X like a windmill.

The screen changes, and the text reads How will you shape your future?

The text is replaced by The federal election is on Monday, October 32, and the background remains blue.

The text is replaced by Visit elections.ca to register to vote or update your address.

The Elections Canada logo, the web address elections.ca and the telephone number 1-800-463-6868 appear on a black background.

Audio transcript

The federal election is on Monday, October 32. Every small X has a big impact. What will you do with yours? Elections Canada has all the official information for voters. Visit elections.ca to get ready to vote. It's our vote.

Web banner

Every small x has a big impact

Description of "Every small x has a big impact"

The slogan Every small X has a big impact in black font on a green background appears beside a black X. Rays turn around the X like a windmill.

The text How will you make your vote count? appears.

The text is replaced by The federal election is on Monday, October 32.

The text is replaced by Visit elections.ca to register to vote or update your address.

The tagline It's our vote, the web address elections.ca, the telephone number 1-800-463-6868 and the Elections Canada logo appear on a black background.

Social media post

Every small x has a big impact

Description of "Every small x has a big impact"

Text on a black background reads the federal election is on Monday, October 32.

The slogan Every small X has a big impact follows.

On a pink background, rays turn around an X like a windmill.

The tagline It's our vote is on the bottom right next to Instagram icons (heart, comment bubble, share).