Government | Behaviour Change

2022 Local Government Elections

The Challenge

Local government elections in South Australia are voluntary and had been sitting at around 30% participation for years, with some council districts below 15%.

Our Role

Research-led campaign strategy, creative direction, integrated communications, media planning, stakeholder co-ordination.

Outcome

Participation increased from 30% to 34%+, representing more than 10% growth. Early postal ballot returns in the first week were up 300%, improving processing efficiency and speeding up results.

Background

The 2022 elections followed two major parliamentary elections in the same calendar year. That created a real risk of voter fatigue and a collapse in participation. Unlike state and federal elections, voting was conducted by post, which added a second layer of behavioural complexity because voters needed to complete and return ballot papers themselves rather than attend a polling place.

Approach

Developed an integrated campaign across enrolment, nominations, and voting.
Built public awareness around timing and responsibilities.
Encouraged business enrolment and promoted early completion and return of ballot papers.
Co-ordinated messaging across ECSA, councils, and the LGA.