1. ELECTIONS CANADA
By: Andrew Lockhart and Sacha Gudmundsson
Gudhart Marketing and Communication

2. THE FACT SHEET
• Voter turnout is at a record low in Canada
• Only 58% of Canadians voted in the last Federal Election
• For those aged 18-25 that number was only 38%
• Elections
Canada has taken a very informational approach to
previous elections
• We recommend a much more aggressive campaign targeting
three major groups of voters.

3. THE TARGET GROUPS
• GudhartMarketing and Communication recommends a
campaign that focuses on 3 major groups of Canadians
• 1.) Youth (those aged 18-25)
• 2.) Families
• 3.) Apathetic Voters (Canadians who do not or rarely vote)

4. THE FLIGHTS
• 1.) Statement
• 2.) Pride
• 3.) Persuasion

5. Statement Pride Persuasion
I Can Vote “That’s why
Youth Facebook Ad
(Print/Video) I’m Voting”
Vote Because
Families Excuses Why Vote?
We Can
Apathetic This is It’s Your
Languages
Voters Canada Money

6. STATEMENT FLIGHT: YOUTH
• Ad Title: I Can Vote
• Medium: Print, Digitial and Video
• Placement: Magazines (Cosmo, Men’s Health, Famous) Bus
Shelters near High schools, Colleges and Universities.
• Video: Online Television
(CTV, CBC, Global, City TV) as well as
prime time television and movie theatres.
• Digital: Facebook

9. STATEMENT FLIGHT: FAMILIES
• Ad Title: No Excuses
• Medium: Print
• Placement: Newspapers, Magazines (Canadian Living, Canadian
Parents, Home Living)

11. STATEMENT FLIGHT:
APATHETIC VOTERS
• Ad Title: It doesn’t matter what language, Vote.
• Medium: Print
• Placement: Magazines, Newspapers, Bus Stations, Subway
Stations.

13. PRIDE FLIGHT: YOUTH
• Ad Title: Facebook
• Medium: Print, Public Transit Locations
• Placement: Magazines, (Cosmo, Men’s Health, GQ)Campus
Publications.

15. PRIDE FLIGHT: FAMILIES
• Ad Title: Vote because we can
• Medium: Print
• Placement: Newspapers, Magazines (Canadian Living, Canadian
Parents, Home Living)

17. PRIDE FLIGHT: APATHETIC
VOTERS
• Ad Title: This is Canada
• Medium: Television and On-line
• Placement: Television, (Sports, Weather
Channel, Major News
Networks, Prime Time, Breakfast Television)

19. PERSUASIVE FLIGHT: YOUTH
• Ad Title: That’s why I’m voting
• Medium: Television and Digital Media
• Placement: Television (Prime Time, CTV, CBC, Global, City TV)
• Digital: Youtube, Streaming TV

21. PERSUASIVE FLIGHT: FAMILIES
• Ad Title: Why Vote?
• Medium: Print
• Placement: Busses, Billboards, Shopping Carts

26. PERSUASIVE FLIGHT:
APATHETIC VOTERS
• Ad Title: It’s your money
• Medium: Television,
• Placement: Major
News Networks, Business News, Prime
Time, The Weather Network

28. THANK YOU FOR YOUR TIME