Electoral Commission turns to Snapchat to reach Scotland’s youngest voters

Snapchat and the Electoral Commission have joined forces in a campaign to remind voters across Scotland to register to vote in the council elections on 4 May.

For the first time in the UK, Snapchat has created a unique voter registration filter, launching today, which reminds users in Scotland to register before Monday 17 April. The filter will be in place for the week leading up to the deadline.

The elections in May will be the first Scotland-wide set of council elections that 16 and 17 year olds are eligible vote in. However, they need to be registered first. Electoral Commission research shows that young people are typically less likely to be registered than older voters, with only 69% of 18-34 year olds correctly registered in Great Britain compared to 96% of those aged 65 and over.

Snapchat is one of the most widely used social media platforms among young people and more than 10 million people use Snapchat daily in the UK.

Andy O’Neill, Head of the Electoral Commission in Scotland, said: “Working with Snapchat gives us a fantastic opportunity to reach a typically under-registered audience and let young people in Scotland know that they can use their voice in these elections.”

The Electoral Commission continues to work in partnership with Facebook, which placed a registration reminder in the newsfeeds of users in Great Britain over the weekend. The Commission is also working with the new social network Nextdoor to remind its users to register before the deadline.

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