Challenge.
Less than 40 per cent of eligible Aucklanders vote in the local body elections. We applied a behaviour change framework to design nudges in the form of messages and rapid tested these messages to find out what motivates different demographics in Auckland to vote in the local elections.

Our Approach.
→ Reviewed behavioural insights research published by Auckland Council*
→ Designed 12 behaviour change messages using the MINDSPACE framework with one control message
→ Conducted message testing online with 433 participants representative of Auckland demographics

*Williams, M., Allpress, J. A and Rootham, E (2018). Increasing voter turnout using behavioural insights. Auckland Council technical report, TR2018/006

Results.
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Insight#1. Overall the most motivating message was "You’re entitled to your own opinion. Don’t waste it".
Behaviour Change Strategy - The most persuasive strategy is to get people to feel ownership over their right to vote, which is known as the 'endowment effect'. The losses they may experience as a result of not exercising their rights can motivate people to vote.
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Insight#2: For young Aucklanders (18 to 34 year olds) and Māori audiences, the message "Make sure the right people represent you" resonated the most.
Behaviour Change Strategy - To achieve a sustainable democracy, a pivotal strategy is to inspire diverse candidates to stand for the local body elections. Celebrating these candidates can inspire demographics that have lower levels of voter turnout.

Insight#3: For Asian audiences (including Chinese and Indian), "Auckland wants you to have your say", was the most compelling message.
Behaviour Change Strategy - The pride of being called on by the city, referred to as the 'messenger effect', is as a compelling strategy to nudge these audiences to vote.