FROM GUEST EDITOR
New Zealand’s election advertising is in desperate need of a rebrand. Since 2009 the Electoral Commission, the Crown entity responsible for the administration of elections and referenda, has advertised voting using its distinctive ‘‘orange guy’’.
To put into perspective just how dated this brand is, orange guy was first launched to target young voters on the long-dead social media website Bebo.
The Electoral Commission has branched out into other forms of social media marketing to appeal to young voters, but orange guy still makes up its core branding. Considering youth voter turnout at elections is dismally low, a rebrand is well overdue.
In this issue, AUT student Anna Thompson points out that students find orange guy unrelatable and ‘‘annoying’’. Women voters in particular must find orange guy uninspiring.
With so much at stake, we need the best minds in the advertising business working on what is effectively the most important marketing campaign in the country. - John Anthony, news director central Auckland