Organising PR Campaigns and Civil
Education Campaigns
Cesar Flores Zavarce
President – Smartmatic Asia
Successful project implementation relies
on properly stimulating participation and
overcoming resistance to change.
6 Important FACTS about Turnout, Technology and Resistance
1. Motivation is by far the biggest factor involving participation. (What is being elected
and the trends/forecast for said election).
2. Voting habits are formed young and influenced by previous generations.
3. Attitudes that stimulate voter turnout develop more easily in relatively small political
environments where community relations are closer and more direct. Efforts led by
locals are more effective in encouraging voter turnout.
4. Someone who votes in one election is more likely to vote in the next election.
5. Someone who skips an election is less likely to vote in the future.
6. Individuals and societies resist change. Technology brings change.
Challenges when implementing a new voting system
• Some people might find a new technology confusing and therefore not vote,
but such an effect could disappear as soon as they become familiar with the
new system.
• If the voting system does not resemble the traditional voting experience, there
will likely be more resistance.
• The introduction of a new way of voting must be accompanied by a new
communication campaign that has to be broader than the usual campaigns
– Aggressive
– Multimedia
– Adapted to the cultural environment
• If an electronic system is not used throughout a whole country or a whole
electoral area, or if it is not standardized, overcoming any possible resistance,
it’s going to be more difficult to stimulate participation.
How technology stimulate voter participation
• Facilitating the act of voting (electronic voting system can display
each candidate's photograph, can enlarge the font size, etc.).
• Promoting equality of electoral access (efforts to ensure ease of
voting for the disabled, illiterate and visually impaired voters).
• Guaranteeing accuracy.
• Ensuring faster results.
• Creates confidence because is auditable.
• New technologies are appealing for young/middle-aged people.
Success experiences
• INDIA. The Indian Election Commission ensured success through massive
training and awareness campaigns. The innovations are an 'unqualified
success' and have been well received by parties, candidates and staff,
according to the Indian Government. More than 95 per cent of the voters
welcomed the use of EVMs in 1999 (Centre for the Study of Developing
Societies 1999).
• THE PHILIPPINES. The social pollster Social Weather Stations (SWS) revealed
that 75% of Filipino voters were “very satisfied” with the conduct, speed and
credibility of the election. For first time in Philippine history, COMELEC could
offer an initial report less than two hours after the polls closed. An astounding
76% voter turnout was achieved
PR and Voting Education in
The Philippines in 2010
Situation before the voter education campaign began
• Outdated system. No standardized ballots , simple blank ballots for write-ins
were the norm. Complicated consolidation rules. Results would take weeks
• Fraud was endemic. Hundreds of protests filed and strong allegations of fraud
• High participation rates in the past. Turnout between 70% and 80%
• Very young population. Millions of first time voters
• Low awareness. Information was not easily available, many misconceptions
• Negative Political Situation. The new voting system had few but powerful
opponents, who spread misinformation. This was threatening participation
Strategy of the Voting Education Campaign
• Involvement of all stakeholder.
• Uniformed message. Practical voting instructions highlighting ease of use
• All media. Aggressive campaign through all media (printed, radio, tv, internet)
• Localized presentation and training tours. Covering local communities,
regional leaders, NGO’s and minorities
• New media to stimulate younger voters. Social networks, cartoons, twitter
• Integrating efforts from different sources. Materials produced by different
groups would be also integrated into the campaign
• Targeted to address Cultural values. Materials to the Pilipino culture
Uniformed Message:
Campaign Slogan: It’s better automated
Easy Voting Instructions consistently repeated in all materials
New Media Approach in The Philippines 2010 Election
• Voter Education Website
• New Voters Social Site
TV and Radio Ads adapted to local culture
Thank you!
cflores@smartmatic.com