For the 2023 state elections, the Hessian State Center for Political Education (HLZ) gave us a clear mission: to develop a campaign that educates and mobilizes voters. We were to show what politics at the state level is really about. The focus? People who either don’t vote or are voting for the first time.

The Insight
Who are non-voters and first-time voters? Through studies and interviews, we immersed ourselves in the topic: Youth studies by Shell, SINUS, and the Vodafone Foundation provided initial facts and insights. Our analysis was deepened through interviews with subject matter experts from universities and the HLZ itself. Our realization: simplistic election promises that aren’t kept undermine trust. Mere calls to vote activate very few people. We needed a different message and communication approach. The challenge? To take political disenchantment seriously and address it constructively. We wanted to stand for something, not against something. A call to vote that wasn’t a call to vote, but rather an advertisement for democracy and dialogue.

Guiding Idea and Design
Our campaign got straight to the point: “Talk about it!” We made Hessians’ perception of state politics the subject. Through a representative survey conducted with Civey, we uncovered what people in Hesse think about politics and how they position themselves on various topics. The statements based on the survey became the central content of the campaign, sparking engagement with the state election. We then posed the question to all Hessians: “And now? Talk about it!” The Hessian State Center for Political Education became the dialogue platform. From there, the campaign hit the streets of Hesse with a variety of out-of-home measures.
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Digital Extension with TikTok
The campaign went digital, from Kassel to the Odenwald: Online and social ads ensured visibility. TikTok became the channel to reach first-time voters. We launched an influencer collaboration with Shayan Garcia, who conducted his signature street interviews in pedestrian zones, asking questions like, “What would you change if you were elected?” The answers? Funny, entertaining, and perfect for boosting our campaign’s reach. This way, we got Gen Z excited about the election and discovered that döner prices are indeed a real issue. And now?

Results

• Let’s talk numbers:
• 144 OOH posters with 7 million touchpoints
• 82,200 city cards at 276 locations
• 225,000 bakery bags in 75 bakeries
• 25,000 people reached on Instagram
• 724,000 views on TikTok

The Effect?
Hard to measure. But one thing is certain: we got many Hessians to think more deeply about state politics and to talk about it.