ITB's Emma Shuldham x Operation Black Vote x LBB

LBB’s Alex Reeves asked Emma Shuldham, Managing Director at ITB Worldwide, and Adrian Ash, Business Lead at Saatchi & Saatchi London, how they made Operation Black Vote’s campaign punch above its weight and why its aims were so pivotal to the UK’s most important political moment. Driven by the collectively shared passion and desire to empower British BAME communities, the campaign leveraged role model talent Nathalie Emmanuel (Game of Thrones, Fast & Furious), Nadia Rose (British hip-hop artist), Ash Sarkar (journalist, political activist), Jermain Jackman (singer – The Voice UK) and Will Poulter (The Revenant, Detroit, Black Mirror, Midsommar) who demanded the nation’s attention and played its part in the unprecedented youth voter registration the UK saw this November.

The challenge for the film was to uncover quotes that related to themes that Britain’s youth and BAME communities care deeply about. Race, gender, sexuality and climate change were key themes we were able to highlight whilst uncovering a spread of real quotes from across the main political parties to ensure that Operation Black Vote remained non-partisan. Having identified the key themes most important to Britain’s youth and the horrific quotes that demonstrated how out of touch many UK politicians are with these themes, ITB and Saatchi & Saatchi drew up a list of key talent. Together they were able to secure the support of five globally recognised British talent (across film, politics, TV and music) who appealed to different youth tribes and were available to give up their precious time with just 48 hours notice.

As a consequence of the campaign, the nation achieved the third highest registration count this year only a day after it launched. The results amounted to nearly 300,000 registrations in one day of which 35% of registrations that day were made by people under 25 years old and 70% made by people under 34.

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