#washabichvondas – Social media campaign of the Federal Election 2017

The 2017 Federal Elections saw eight migration organisations launch a social media campaign advocating a variety of migrant interests, encouraging previous non-voting people with a migrant background to vote. The identification point of the campaign is the comic Idil Baydar, who appears as Jilet Ayse in various videos on the theme of voting, to ‘beat the drum’ for the vote, and making several important arguments in favour of participation. The challenge here was not only one of time – to develop a concept within two weeks – but particularly to begin with the implementation phase, and to do it with only 14 days remaining before election day.

In cooperation with agency Wigwam we worked on a concept that highlights the different elements of this choice, and why it’s important to vote in the first place. Jilet Ayse delivers these messages in a fun way in these short, to-the-point videos. As well as the films, a distinct motif for the Facebook banner, profile picture and other information points was developed. Under the hashtag #washabichvondas (“What’s in it for me?”), these campaign media were distributed to the various social media sites of the partner organisations, as well as to Jilet Ayse herself.

All in all the campaign got way more than 100.000 videoviews and more than 2500 interactions (likes, shares, comments). With the promotion of specific contributions more than 18.000 people were reached additionally. That shows the possibilities of using humour to successfully distribute an important and yet, for many, frustrating subject. The inclusive, cross-cultural nature of the of the campaign carries an important message: we are many, and we want to participate in democracy!

Kampagnen Video
Idil Baydar