The issue of youth non-voters in Aotearoa, New Zealand, has been a growing concern for many years, with almost half of young Kiwis not voting in the 2020 election, significantly impacting the overall turnout and the representation of youth.

GOAT is a multi-platform campaign aimed at increasing youth voter turnout in the next general election. It targets four archetypes of youth non-voters and provides them with relevant content to motivate them to vote. The campaign is backed by research and user-centered needs to achieve behavior change.

In this project, we aimed to address the low youth voter turnout in New Zealand. To achieve this, we conducted primary and secondary research using methodologies such as design thinking and human-centered design to create an interactive design that would engage the 18-24 age group and encourage greater voting participation.

The campaign breaks down the incredibly diverse demographic of youth non-voters into four archetypes: Disinterested, Principled, Engaged, and Inconvenienced. We targeted each archetype with content relevant to their motivations and pain points with the voting system.

As the creative director, lead graphic designer and editorial designer, I was responsible for guiding the project's creative vision and direction, alongside producing collateral and assets for a diverse range of outcomes. The visual style is anti-authority and playful, inspired by postmodern art, culture, and graffiti art. GOAT deliberately embraces an anti-government, anti-authority, playful and ironic visual language.

The campaign starts with goats, taking over New Zealand's university campuses and providing a moment of happiness and surprise to our target demographic while also infiltrating their social circles. Scanning the goat takes the user to our Silly Billy App, a disruptive, multi-platform campaign focused on increasing the political efficacy of New Zealand youth by changing the social fabric of how NZ youth view voting... with goats!

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The issue of youth non-voters in Aotearoa, New Zealand, has been a growing concern for many years, with almost half of young Kiwis not voting in the 2020 election, significantly impacting the overall turnout and the representation of youth.

GOAT is a multi-platform campaign aimed at increasing youth voter turnout in the next general election. It targets four archetypes of youth non-voters and provides them with relevant content to motivate them to vote. The campaign is backed by research and user-centered needs to achieve behavior change.

In this project, we aimed to address the low youth voter turnout in New Zealand. To achieve this, we conducted primary and secondary research using methodologies such as design thinking and human-centered design to create an interactive design that would engage the 18-24 age group and encourage greater voting participation.

The campaign breaks down the incredibly diverse demographic of youth non-voters into four archetypes: Disinterested, Principled, Engaged, and Inconvenienced. We targeted each archetype with content relevant to their motivations and pain points with the voting system.

As the creative director, lead graphic designer and editorial designer, I was responsible for guiding the project's creative vision and direction, alongside producing collateral and assets for a diverse range of outcomes. The visual style is anti-authority and playful, inspired by postmodern art, culture, and graffiti art. GOAT deliberately embraces an anti-government, anti-authority, playful and ironic visual language.

The campaign starts with goats, taking over New Zealand's university campuses and providing a moment of happiness and surprise to our target demographic while also infiltrating their social circles. Scanning the goat takes the user to our Silly Billy App, a disruptive, multi-platform campaign focused on increasing the political efficacy of New Zealand youth by changing the social fabric of how NZ youth view voting... with goats!

‍

The issue of youth non-voters in Aotearoa, New Zealand, has been a growing concern for many years, with almost half of young Kiwis not voting in the 2020 election, significantly impacting the overall turnout and the representation of youth.

GOAT is a multi-platform campaign aimed at increasing youth voter turnout in the next general election. It targets four archetypes of youth non-voters and provides them with relevant content to motivate them to vote. The campaign is backed by research and user-centered needs to achieve behavior change.

In this project, we aimed to address the low youth voter turnout in New Zealand. To achieve this, we conducted primary and secondary research using methodologies such as design thinking and human-centered design to create an interactive design that would engage the 18-24 age group and encourage greater voting participation.

The campaign breaks down the incredibly diverse demographic of youth non-voters into four archetypes: Disinterested, Principled, Engaged, and Inconvenienced. We targeted each archetype with content relevant to their motivations and pain points with the voting system.

As the creative director, lead graphic designer and editorial designer, I was responsible for guiding the project's creative vision and direction, alongside producing collateral and assets for a diverse range of outcomes. The visual style is anti-authority and playful, inspired by postmodern art, culture, and graffiti art. GOAT deliberately embraces an anti-government, anti-authority, playful and ironic visual language.

The campaign starts with goats, taking over New Zealand's university campuses and providing a moment of happiness and surprise to our target demographic while also infiltrating their social circles. Scanning the goat takes the user to our Silly Billy App, a disruptive, multi-platform campaign focused on increasing the political efficacy of New Zealand youth by changing the social fabric of how NZ youth view voting... with goats!

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