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Rodney Times - - YOUR LOCAL NEWS - John An­thony News Di­rec­tor - Cen­tral Auck­land Com­mu­ni­ties

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 voter turnout at elec­tions is dis­mally low, a re­brand is well over­due. AUT stu­dent jour­nal­ism web­site Te Waha Nui 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.

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