In Georgia, approximately 300,000 individuals aged 18 to 35 abstain from voting, citing a belief that their voices are insignificant and unable to impact election outcomes.
To challenge this mindset and bolster awareness, non-profit organisation "Shame Movement" launched a campaign during the October 2020 elections in Georgia. The initiative featured a series of short videos showcasing common responses to "why don't you vote?" question in everyday situations, illustrating the absurdity of these justifications and the main video, aiming to motivate the youth to engage in the electoral process, emphasising their pivotal role in shaping the country's future. It underscored the responsibility to vote, with a main message that nothing is ever late, except speaking up and using your voice.
Furthermore, in collaboration with the local educational establishment "Knowledge Cafe," the movement organised an inclusive event for the 60+ community group in Tsnori village, Kakheti, Georgia and the gathering created a vibrant atmosphere of celebration and heartfelt connections for an unforgettable evening.
Creative Campaign // Art Direction // Video AD // CSR
Credits:
Creative Team: Nino Mikadze, Zuka Berdzenishvili, Niko Gobiani, Tina Sharashenidze and "Shame movement"
Copywriter: Zuka Berdzenishvili
Art Directors: Niko Gobiani; Nino Mikadze
Set Decor: Nino Mikadze
Costume Design: Tina Sharashenidze
Account Manager: Salome Barker
Music: Bedford Falls
Special thanks to "Knowledge Cafe"