Snap Inc. and the Australian Electoral Commission (AEC) have partnered to use the platform to help drive more Gen Z enrolments ahead of the upcoming election day, on May 21.
This partnership comes as only 85% of Australians aged 18-24 are registered to vote.
The AEC campaign will use Snapchat’s in-app tools to leverage its seven million Australian users, with the hopes of increasing engagement in conversations around the election, driving young voter registration, education on voter services and sharing key information around polling day.
Kathryn Carter, Snap Inc. APAC general manager, said: “We reach millions of young Australians every day on Snapchat, many of whom are politically engaged but voting for the first time.”
“Using the power of the Snapchat camera, we’ve partnered with the AEC to ensure young Australians have all the information they need to vote confidently in this election.
“Tapping into the educational capabilities of AR and making content highly shareable, the campaign has been designed to share with friends so Snapchatters can encourage one another to get involved and start a discussion about the upcoming election,” Carter added.
Among the features include an educational Quiz Lens that will enable users to find out age requirements for voting, and to drive Gen Zs to check their enrolment status, national filter with “My vote will help shape Australia”, sticker pack designed to generate discussion about the election.
There is also an in-app video series of three short episodes to help drive voter education and enrolment; how to enrol, the importance of voting, and how to correctly fill in ballot papers.
Evan Ekin-Smyth, AEC spokesperson, said: “It’s been great working with Snapchat to create fun and engaging content that will establish voting as a rite of passage.
“The AEC wants to help young people enrol and learn how to vote correctly, so this becomes a lifelong habit that will have a positive impact on themselves, their friends, families and communities. I encourage all Snapchat users to check out our Federal Election content and make their vote count in 2022.”
Snap Inc. said: “[We are] a camera company. We believe that reinventing the camera represents our greatest opportunity to improve the way people live and communicate. We contribute to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together.”