Electoral
Commission
2022 Local Election Post-campaign
Evaluation
September 2022
Contents
1 Background, method and summary
3
2 Awareness and engagement with the local 7
elections
3 Campaign evaluation
14
4 Understanding of Māori wards
23
5 Segmentation of voter engagement
27
2
1.
Background, method and
summary
Background
− With the upcoming local government elections later this year, the
Electoral Commission needs to ensure voter enrolment is up to date
− Accordingly the Commission has run an enrolment campaign from
How impactful is the
late June to mid August
campaign in driving
− As with previous years, the Commission was keen to diagnose the
success of the campaign. Kantar Public has conducted a pre- and
enrolment and
post-campaign survey of eligible voters
engagement in the
− This report provides the results from both the pre and post waves,
electoral process, and what
and where relevant compares to 2019 results
lessons can be learned for
The report contains a number of campaign norms, showing how the enrolment
future campaigns and
campaign compares to other advertising campaigns evaluated by Kantar Public
(and its legacy companies).
measurement approaches?
These norms remain the property of Kantar Public and should not be shared
outside of the Electoral Commission (including any creative or media agencies).
A separate version of the report can be created with the norms removed.
4
Method
Establish a baseline measure of awareness
Measure the campaign effectiveness on
and engagement
awareness and engagement
Online
Online
Completed 17-29 June 2022
Completed 16-25 August 2022
500 eligible voters, whether
500 eligible voters, whether
or not already enrolled (4%
or not already enrolled (4%
margin of error)
margin of error)
5 minute survey
10 minute survey
5
Summary:
The campaign
The creative is
Young adults
Further mahi to
A need for cognitive
achieves good
viewed positively
remain a key
support Māori
engagement in 2023
recognition
but needs to evolve
audience
around Māori
wards
A segmentation of voter
The Electoral
There is a continued
It is important that the
engagement*, shows the
Commission
need to support young
campaign continues to
More work needs to
that there has been a
Campaign achieves
adults in the election
evolve to maintain and
be done to raise
shift from voters who are
a relatively high level
process. Young adults
build interest in its
awareness of which
both cognitively and
of recognition (67%).
are less likely than
emotionally engaged (the
messages. There are
councils have a Māori
More work is needed
average to be
positive reactions to the
ward and to support
Responsive segment) to
to reach certain
enrolled. They also
campaign, it is seen as
Māori to understand
those who have lower
audiences including
have lower than
distinctive and involving
rules around how
levels of cognitive
Aucklanders, Asian
average awareness of
but not interesting.
Māori wards work.
engagement. Voting
New Zealanders and
the update pack, and
seems more difficult than
Perceptions of Orange
Reluctant segment
when the local
Guy remain relatively
it did at the election, and
voters*.
elections are held.
positive, which may be
voters feel less confident
supported by the
in making a choice. It will
introduction of Pup.
be important to address
these barriers in 2023 to
However, there is no
strong evidence the
support voter turnout.
campaign has shifted
the dial on enrolment.
* For details of the segmentation, and an explanation of the segments please see
6
Section 5
2.
Awareness and
engagement with the
local elections
Enrolment and enrolment package awareness remain high and unchanged compared to pre-campaign
levels. However, awareness that the local elections are taking place in September / October has almost
doubled.
ENROLMENT AND AWARENESS OF ENROLMENT PACKAGE AND OCTOBER ELECTION
%
Pre-campaign
Post-campaign
88
89
88
88
50
27
Enrolled
Awareness of enrolment pack
Awareness of September/October election
Base: Al adults 18+ (pre-campaign n= 500, post-campaign n= 500)
Significantly higher/lower than Pre-campaign evaluation
8
Overall the campaign does not appear to have shifted enrolment levels, and they remain relatively low for younger
New Zealanders. That said, enrolment levels have increased amongst Asian New Zealanders.
POST-CAMPAIGN ENROLMENT COMPARED TO PRE-CAMPAIGN ACROSS AGE, GENDER AND ETHNICITY
%
Pre-campaign
Post-campaign
96
95 96
96
93
95
91 90
91 92
92
88 89
90
87
89
91
89
86
84
85
83
80
82
79
79
Total
Men
Women
18-29
30-39
40-49
50-59
60-69
70+
Pākehā
Māori
Pasifika
Asian
Q008 - Are you currently enrol ed to vote at your current address?
Base: Al adults 18+ (pre-campaign n= 500, post-campaign n= 500). Note that base
Significantly higher/lower than pre-campaign
9
sizes for demographic groups vary.
The two key methods New Zealanders would use to check or change their enrolment details are going to vote.nz or
calling the Electoral Commission. Overall, there have been no notable shifts in the likelihood to use either approach
across the campaign. That said, both are trending upwards which indicates the campaign may have supported this.
the proportion of Māori who would call the Electoral Commission has almost doubled.
WHERE WOULD YOU GO TO ENROL, CHECK OR CHANGE YOUR ENROLMENT ADDRESS?
%
Online at vote.nz
Call the Electoral Commission
67
Total
24
72
Total
27
68
Men
25
67
Men
29
67
Women
22
74
Women
26
71
18-29
19
74
18-29
17
76
30-39
17
30-39
26
66
40-49
23
76
40-49
31
70
50-59
29
50-59
71
34
67
60-69
31
60-69
68
33
48
70+
27
70+
62
28
68
Pākehā
23
Pākehā
76
27
67
Māori
22
Māori
66
42
66
Pacifika
32
Pacifika
58
37
68
Asian
24
Asian
73
30
Pre-campaign
Post-campaign
Significantly higher/lower than total pre-campaign
Q009 To be able to vote in the local elections, people wil have to check that their enrolment details are up to date. If you were looking to enrol,
check or change your enrolment address, where would you go to do this? You can select multiple options
10
Base: Al adults 18+ (pre-campaign n= 500, post-campaign n= 500). Note that base sizes for demographic groups vary.
Note: the survey was completed using an online panel which could impact respondent channel preferences to some extent.
Awareness of the enrolment update pack remains high and is largely consistent across different
demographic groups between waves. That said there is some volatility in the data by age group.
POST-CAMPAIGN PACKAGE AWARENESS COMPARED TO PRE-CAMPAIGN ACROSS AGE, GENDER AND ETHNICITY
%
Pre-campaign
Post-campaign
95
97
100
95
94
88
90
91
91
93
88
90
90
86 87
88
85
87
83
86
84
87
87 86
77
80
Total
Men
Women
18-29
30-39
40-49
50-59
60-69
70+
Pākehā
Māori
Pasifika
Asian
Significantly higher/lower than total pre-campaign
Q010 - Before the local elections, everyone who is on the electoral rol is sent a pack in the mail from the Electoral Commission that shows
their enrolment details for them to check and amend if necessary. Were you aware of this?
11
Base: Al adults 18+ (pre-campaign n= 500, post-campaign n= 500). Note that base sizes for demographic groups vary.
The way in which the public would respond if they did not receive their enrolment pack is evolving. They are now
more likely to visit the Electoral Commission website than call the Electoral Commission. They are less likely to use a
number of offline approaches, as well as searching more generally online. As might be expected younger age groups
typically prefer to use online channels, whereas older people prefer to call.
WHERE COULD YOU GO, OR WHAT COULD YOU DO, IF YOU DID NOT RECEIVE AN ENROLMENT UPDATE PACK IN THE POST?
58
%
Visit the Electoral Commission website
49
48
Call the Electoral Commission 0800 number
21
50
Email the Electoral Commission
25
15
A majority of younger adults
Look on the Internet (general mention)
25
aged 18-39 will visit the
13
Ask someone at the Local Council
18
Electoral Commission website
11
PostShop
(59%).
23
11
Contact the Registrar of Electors
16
11
Ask someone at the Library
13
11
Ask someone at the Citizens Advice Bureau
17
9
Ask an enrolment information person
16
8
Text the Electoral Commission
8
7
Electoral Commission’s Facebook page
A majority of older adults aged
9
7
50 and over are more likely to
Ask my local MP’s office
11
call the Electoral Commission
4
Ask someone at the local Courthouse
2022
(60%).
5
9
Significantly higher/lower than 2019
Not sure
14
2019
Q013 - Where could you go, or what could you do, if you did not receive an Enrolment Update Pack in the post?
Base: Al adults 18+ (2022 post-campaign n= 500, 2019 post-campaign n= 500).
Note: the 2022 survey was solely completed using an online panel which could impact respondent channel preferences to some extent, whereas
12
100 interviews in 2019 were recruited by phone.
Awareness of the local elections is building. Half of all adults are able to correctly name the months when voting takes
place, compared to 27% in the pre-wave. This increase may be supported by the campaign (albeit the campaign does
not specifically name the dates). Awareness of the dates has increased across the board but remains lowest amongst
young people (only 1 in 3 aged 18-29).
POST-CAMPAIGN AWARENESS OF LOCAL ELECTION IN SEPTEMBER / OCTOBER COMPARED TO PRE-CAMPAIGN ACROSS AGE, GENDER AND ETHNICITY
%
Pre-campaign
Post-campaign
77
61
50
50
50
52
48
48
48
50
47
47
47
35
33
30
27
29
28
25
24
19
21
18
19
15
Total
Men
Women
18-29
30-39
40-49
50-59
60-69
70+
Pākehā
Māori
Pasifika
Asian
Significantly higher/lower than pre-campaign
Q007 - As you may know, local elections are where people get to vote for who they want to represent them on their local city or district
council and regional council. In some parts of New Zealand, local elections are also held for local and community boards and licensing
13
trusts. Do you know when the next local elections wil be held?
Base: Al adults 18+ (pre-campaign n= 500, post-campaign n= 500). Note that base sizes for demographic groups vary.
Campaign Evaluation
14
Seven in ten people have seen or heard some information about checking their enrolment details ahead
of the local elections. They are most likely to have been prompted by an enrolment pack sent in the mail,
although half have been prompted by some form of advertising. Further analysis indicates much of this
advertising is likely to be the Electoral Commission’s enrolment campaign.
HAVE YOU SEEN, READ OR HEARD ANY INFORMATION ABOUT THE NEED TO BE
WHERE HAVE YOU SEEN, READ OR HEARD THIS?
ENROLLED AT THE RIGHT ADDRESS, OR CHECKING THAT YOUR DETAILS ARE
CORRECT, TO BE ABLE TO VOTE IN THIS YEAR'S LOCAL ELECTIONS?
(Based on the 71% who recall having seen or heard something)
Pack received in the mail
73
%
Television advertising
34
8
Online advertising
16
Radio advertising
14
Newspaper advertising
10
Poster, billboard or bus stop advertising
9
21
Internet
8
Yes
Television news, etc.
8
No
Newspaper news, etc.
7
Not sure
Facebook (or other social media)
6
Pamphlets/Newsletters
5
Word of mouth
4
71
Radio news, etc.
4
Told by someone from the Electoral… 2
Hui
2
Presentations
1
Don't know
3
NETT Advertising: 49%
Q014 - Have you seen, read or heard any information about the need to be enrol ed at the right address, or checking that your details are
correct, to be able to vote in this year's local elections? | Base: Al adults 18+ (post-campaign n= 500).
15
Q015 - Where have you seen, read or heard this? | Base: Al who have seen or heard anything about checking their enrolment details
(post-campaign n=357)
When prompted, 2 in 3 people say they have seen the campaign at least once. This compares favourably
to the Kantar Public norm (59%). There is further work required to engage certain audiences. Aucklanders,
Asian New Zealanders and Reluctant segment voters are less likely than average to recognise the
campaign.
BEFORE TODAY, HAD YOU SEEN THESE ADS OR SIMILAR ADVERTISING FROM THE RECENT ENROLMENT CAMPAIGN FOR THE 2022 LOCAL ELECTIONS?
%
17
People who are
more likely than
average (67%) to recognise the
33
campaign include:
• Instinctive segment voters (76%)
NETT Campaign
recognition:
People who are
less likely than
average (67%) to recognise the
24
67%
campaign include:
• Aucklanders (54%)
• Asian New Zealanders (56%)
• Reluctant segment voters (57%)
26
Lots of times
A few times
Once or twice
No, this is the first time
Q016 - Before today, had you seen these ads or similar advertising from the recent enrolment campaign for the 2022 local elections?
16
Base: Al adults 18+ (post-campaign n= 500).
When asked to describe the campaign, common phrases include informative and easy to understand.
Most descriptions of the ad campaign are positive or neutral in tone, with only 9% saying something
negative.
OPEN-ENDED DESCRIPTION OF THE AD CAMPAIGN
Informative / instructive
20
%
Emotional valence attached to the coded responses
Easy / easy to understand / follow
18
Simple
12
Concise / short / quick
9
To the point
8
Clear
7
Orange
7
Vote / telling you to vote
6
9
Good
6
Familiar / recognisable
6
Check details
6
44
Ensure your enrolled
4
Effective / gets message across
4
58
Bright
4
Positive
Neutral
Negative
Fun / amusing
4
Boring
4
Memorable
3
Friendly/pleasant/appealing
3
Same old ad / same as always
3
Ineffective / waste of money
3
Q019_Coded - What words would you use to describe this campaign? Write down all the words you can think of in 30 seconds.
Base: Al those who mention something (post-campaign n = 385)
17
*Note: only responses with 3% or greater are reported
The TVC is relatively effective in attracting attention. When compared to the Kantar Public norms it is more likely to be
described as involving and distinctive. However, it lacks the connection or emotional pull to be viewed as interesting.
Instead the TVC over indexes on the passive positive adjectives, such as pleasant or gentle. The potential risk is that
it does not sufficiently connect with the viewer to prompt them to take action. Younger people in particular are more
likely than average to use the passive positive adjectives, and less so the active positive ones.
TVC ENGAGEMENT
Distinctive
For an ad to be noticed, to grab
Involving
Interesting
ACTIVE POSITIVE
and keep attention, it should aim
for the ‘Active’ quadrants.
Disturbing
Soothing
The most memorable ads are both
P
E
A
enjoyable, to engage people in a
IV
S
T
S
positive way and to be
A
IV
G
E
entertainment in their own right,
Unpleasant
E
P
N
Pleasant
O
E
S
and actively involving, to make
V I
IT
T
IV
sure viewers are connected.
C A
E
Irritating
Gentle
NZ Norm
P
Boring
ASSIVE NEGATIVE
Weak
Campaign
Dull
Q29 - Please select ONE word from each of these three lists that applies most to the ad you've just seen.
Base: Al adults 18+ (post-campaign n= 500).
18
The campaign does not elicit a great deal of enjoyment. Only 14% say they would enjoy the ad each time
they see it. This is relatively weak compared to the Kantar Public norm (31%). This provides further
evidence that the campaign needs to work harder to engage the public. It is worth noting that women are
less likely than men to enjoy the ad, which could reflect the gendered nature of Orange Guy.
HOW MUCH WOULD YOU ENJOY WATCHING THIS AD EACH TIME YOU SEE IT ON TELEVISION?
NETT
A lot
Quite
Wouldn’t mind
Not much
Not at all
%
enjoy
3
10
53
23
11
14
People
more likely than average (14%) to enjoy
People
less likely than average (14%) to enjoy
watching the ad each time they see it include:
watching the ad each time they see it include:
−
Instinctive voter segment (27%)
−
Reluctant voter segment (5%)
−
Asian New Zealanders (26%)
−
Responsive voter segment (6%)
−
Young adults aged 18-29 (23%)
−
Women (10%)
−
Aucklanders (21%)
−
Men (18%)
Q018 - How much would you enjoy watching this ad each time you see it on television?
Base: Al adults 18+ (post-campaign n= 500).
19
Further reactions to the ad are broadly positive if not overwhelmingly enthusiastic. Most people say the campaign is
relevant, and only 8% say it is difficult to understand. On the other hand, only 30% believe it increases their interest
in what was shown and 15% say they would talk about it with their friends (lower than the Kantar Public norm). This
again indicates there is a potential opportunity to reinvigorate the campaign to maintain engagement.
Q. THINKING ABOUT THIS ADVERTISING CAMPAIGN, PLEASE INDICATE HOW MUCH YOU AGREE OR DISAGREE WITH EACH STATEMENT.
NETT
TVC
%
AGREE
NORMS
The points made in the ad were relevant to me
17
42
25
8
6 2
59
50
It increased my interest in what was shown
6
24
44
13
10
2
30
N/A
I'm getting fed up of seeing/hearing it
4
14
43
23
14
3
18
15
It's the sort of ad you would talk about with your 3
12
30
23
28
3
15
26
friends
It's a bit difficult to understand
7
20
31
40
1
8
67
Strongly agree
Slightly agree
Neither agree nor disagree
Slightly disagree
Strongly disagree
Don't know
Q017 - Thinking about this advertising campaign, how much do you agree or disagree that...
Base: Al adults 18+ (post-campaign n= 500).
20
On balance the impact of the ad on understanding of the enrolment process is positive, albeit for most
people it has no real impact. Young adults in particular are more likely to benefit from exposure to the ad.
HAVING WATCHED THE AD, HOW WOULD YOU NOW RATE YOUR UNDERSTANDING OF THE ENROLMENT PROCESS? WOULD YOU SAY IT IS … THAN
BEFORE YOU HAD SEEN THE AD
NETT
%
better
Much better
Slightly better
The same
Slightly worse
Much worse
Don't know
Understanding
4
17
74
2
3
20
People
more likely than
People
less likely than average
average (20%) to have better
(20%) to have better
understanding of the
understanding of the
enrolment process after
enrolment process after
watching include:
watching include:
−
Young adults aged 18-29 (30%)
−
People aged 70 plus (8%)
−
Wellington residents (33%)
Q018 - Having watched the ad, how would you now rate your understanding of the enrolment process? Would you say it is … than before
you had seen the ad
21
Base: Al adults 18+ (post-campaign n= 500).
Overall, people feel mainly positive towards Orange Guy and Pup. These feelings largely match 2019. except for their
association with enrolling to vote which has markedly decreased since 2019. The fact that perceptions have not
deteriorated suggests that the introduction of Pup, has given the creative a new dimension, but other diagnostics
suggest there is a need to further evolve this for future campaigns to support positive attitudes and behaviours.
Q. HOW MUCH DO YOU AGREE OR DISAGREE THAT THE 'ORANGE GUY AND PUP’…
NETT agree
%
Strongly agree
Slightly agree
Neither agree nor disagree
Slightly disagree
Strongly disagree
Not sure
2022
2019
Are friendly and open
31
44
19
3 11
75
72
Are distinctive and unique
27
48
15
6
2 1
75
77
Are informative
26
48
20
3 2 2
73
70
Are associated with enrolling to vote
35
38
18
6
2 2
72
86
Are likeable
25
42
24
6
3 1
65
61
Are independent and neutral
24
42
27
3 2 2
64
63
Are modern
16
38
32
9
4 1
54
48
Encourage me to think about voting
14
38
35
7
5
2
51
55
Make me feel part of the voting process
11
32
38
11
6
2
42
45
Are dated
7
19
34
26
12
2
27
28
Q020 - The ads used cartoon characters called 'Orange Guy and Pup'. We're interested in your
attitude to these characters. How much do you agree or disagree that the 'Orange Guy and Pup’…
Significantly higher/lower than 2019
22
Base: Al adults 18+ (2022 post-campaign n= 500, 2019 post-campaign n= 401).
4.
Understanding of Māori wards
A clear majority of New Zealanders are aware of the Māori Roll, rising to 96% of Māori. However, the
concept of Māori wards is still unfamiliar to many (around 1 in 3). Awareness is higher amongst those
who live in a council with a Māori ward, as well as amongst Māori.
AWARENESS OF MĀORI ROLL
AWARENESS OF MĀORI WARDS
All New Zealanders
Māori
9
5
4
(n=500)
(n=113)
17
17
Not sure
25
4
4
No
10
Yes
77
79
66
86
96
All New Zealanders
People who live in a
Māori
(n=500)
Māori ward
(n=113)
(n=178)
Yes
No
Not sure
Yes
No
Significantly higher/lower than total
Q021 - An electoral roll is a list of voters enrolled in an electorate. In New Zealand there is a general rol and a Māori rol . If you're of Māori
descent you decide which electoral rol you want to be on. Before today, were you aware that a Māori rol exists? | Bases are shown on chart.
Q022 - In local elections, people vote for candidates to be their councillors who wil represent their local ward or constituency. Some councils
24
have Māori wards, as wel as the general wards. Before today, were you aware that Māori wards exist in some councils? | Bases are shown on
chart.
More needs to be done to raise awareness of the presence of Māori wards amongst Māori. 19% are able
to correctly identify whether it does or not. The results are similar for Māori on the Māori Roll.
DOES YOUR LOCAL COUNCIL HAVE A MĀORI WARD AT THE
DOES YOUR LOCAL COUNCIL HAVE A MĀORI WARD AT THE
UPCOMING LOCAL ELECTION?
UPCOMING LOCAL ELECTION?
19
22
All Māori
Māori on the Māori Roll
(n=113)
49
(n=52)
54
27
29
Correct
Incorrect
Not sure
Correct
Incorrect
Not sure
Q024 - Are you enrol ed on the Māori roll or the general rol ?
Bases are shown on chart
25
There is some confusion with how local councillors are elected in Māori wards. Half of Māori do not know that
being on the Māori roll means they can only vote for councillors in a Māori ward. Positively, 85% of Māori know
that they will still be able to vote in the general wards if there is no Māori ward in their local council.
IF YOU’RE ON THE MĀORI ROLL AND YOUR LOCAL COUNCIL HAS
IF YOU’RE ON THE MĀORI ROLL AND YOUR LOCAL COUNCIL HAS NO
MĀORI WARDS, YOU CAN ONLY VOTE IN A MĀORI WARD.
MĀORI WARDS, YOU CAN STILL VOTE IN THE GENERAL WARDS.
15
50
50
85
Correct
Incorrect
Correct
Incorrect
Q026 - We are now going to show you some statements about voting for candidates to become local council ors. These statements all
relate to Māori who are on the Māori rol . Please state whether you believe each statement is true or false…
26
Base: Al Māori 18+ (n=113)
5.
Segmentation of voter
engagement
In previous
Behaviourally unengaged –
research we
Process
Behaviourally engaged –
non-voters
barriers
voters
hypothesised
an eight
segment
model based
CYNICAL
LATENT
RELUCTANT
RESPONSIVE
on cognitive,
emotional and
Cognitive
behavioural
engagement
engagement.
APATHETIC
UNAWARE
FLOATING
INSTINCTIVE
Emotional
engagement
28
By clearly defining cognitive and emotional engagement in the New Zealand voting context, regardless of
recent voting behaviour, we built a robust segmentation. Behavioural engagement is classed as voting at
the last General Election.
(or lack thereof) is a function of how hard the
(or lack thereof) is a function of belief in the
voting process seems and the level of
voting process and its outcomes
thought that goes into voting
It can be defined as relatively higher
It can be defined as relatively higher
agreement with:
agreement with:
− I feel pressured by the elections and just
− Voting is an important thing to do
tune out
− Voting makes me feel involved
− The voting process is confusing or difficult
− People like me vote
− Voting is hard work
− I see voting as a privilege and value being
− It's hard to decide who to vote for – I don’t
able to vote
have the confidence to make a decision
− Voting makes a difference to my life
− I choose who to vote for based on ‘gut feel’
− I trust political parties to do what they say
without thinking too much about it
they will
− I vote for the party I/my family/whanau have
always voted for
29
The profile of the segments has changed since 2020 election and is now more in line with the original profile from early
2020. The proportion of Responsive segment voters (the prize segment) has shrunk since 2020. At the same time, there
has been an increase in the Instinctive and Floating voter segments. Further analysis of the segment statements
highlight these shifts are principally driven by cognitive barriers coming to the fore. In particular voters are more likely
to feel the process is confusing or difficult, and they are more likely to question their confidence in making a decision.
This leads to a strengthening feeling that voting is hard work. It will be important to address some of these barriers in
the 2023 campaign to ensure voter turn out remains strong or builds yet further.
Engagement segment sizes over time
82
82
Process
79
barriers
25
Behaviourally unengaged –
Behaviourally engaged –
32
non-voters
voters
46
Cynical
Latent
Reluctant Responsive
26
17
Apathetic
Unaware
21
Floating
Instinctive
18
18
2
15
5
3
1
16
17
5
2
4
7
4
16
10
14
14
6
9
4
Feb-20
Oct-20
Jun-Aug-22
Feb-20
Oct-20
Jun-Aug-22
Significantly higher/ lower than October 2020
Base: Al adults 18+ (2022 pre and post-campaign waves n= 1,000; October 2020 n = 1,038; February 2020 n = 2,010)
30
F O R F U R T H E R I N F O R M A T I O N P L E A S E C O N T A C T
and
Kantar Public
e:
@kantarpublic.com
e:
@kantarpublic.com
www.kantarpublic.com
Document Outline
- Slide 1: Electoral Commission
- Slide 2: Contents
- Slide 3
- Slide 4: Background
- Slide 5: Method
- Slide 6: Summary:
- Slide 7
- Slide 8: Enrolment and enrolment package awareness remain high and unchanged compared to pre-campaign levels. However, awareness that the local elections are taking place in September / October has almost doubled.
- Slide 9: Overall the campaign does not appear to have shifted enrolment levels, and they remain relatively low for younger New Zealanders. That said, enrolment levels have increased amongst Asian New Zealanders.
- Slide 10: The two key methods New Zealanders would use to check or change their enrolment details are going to vote.nz or calling the Electoral Commission. Overall, there have been no notable shifts in the likelihood to use either approach across the camp
- Slide 11: Awareness of the enrolment update pack remains high and is largely consistent across different demographic groups between waves. That said there is some volatility in the data by age group.
- Slide 12: The way in which the public would respond if they did not receive their enrolment pack is evolving. They are now more likely to visit the Electoral Commission website than call the Electoral Commission. They are less likely to use a number of of
- Slide 13: Awareness of the local elections is building. Half of all adults are able to correctly name the months when voting takes place, compared to 27% in the pre-wave. This increase may be supported by the campaign (albeit the campaign does not specifi
- Slide 14: Campaign Evaluation
- Slide 15: Seven in ten people have seen or heard some information about checking their enrolment details ahead of the local elections. They are most likely to have been prompted by an enrolment pack sent in the mail, although half have been prompted by so
- Slide 16: When prompted, 2 in 3 people say they have seen the campaign at least once. This compares favourably to the Kantar Public norm (59%). There is further work required to engage certain audiences. Aucklanders, Asian New Zealanders and Reluctant seg
- Slide 17: When asked to describe the campaign, common phrases include informative and easy to understand. Most descriptions of the ad campaign are positive or neutral in tone, with only 9% saying something negative.
- Slide 18: The TVC is relatively effective in attracting attention. When compared to the Kantar Public norms it is more likely to be described as involving and distinctive. However, it lacks the connection or emotional pull to be viewed as interesting. Ins
- Slide 19: The campaign does not elicit a great deal of enjoyment. Only 14% say they would enjoy the ad each time they see it. This is relatively weak compared to the Kantar Public norm (31%). This provides further evidence that the campaign needs to work
- Slide 20: Further reactions to the ad are broadly positive if not overwhelmingly enthusiastic. Most people say the campaign is relevant, and only 8% say it is difficult to understand. On the other hand, only 30% believe it increases their interest in what
- Slide 21: On balance the impact of the ad on understanding of the enrolment process is positive, albeit for most people it has no real impact. Young adults in particular are more likely to benefit from exposure to the ad.
- Slide 22: Overall, people feel mainly positive towards Orange Guy and Pup. These feelings largely match 2019. except for their association with enrolling to vote which has markedly decreased since 2019. The fact that perceptions have not deteriorated sugg
- Slide 23
- Slide 24: A clear majority of New Zealanders are aware of the Māori Roll, rising to 96% of Māori. However, the concept of Māori wards is still unfamiliar to many (around 1 in 3). Awareness is higher amongst those who live in a council with a Māori ward, a
- Slide 25: More needs to be done to raise awareness of the presence of Māori wards amongst Māori. 19% are able to correctly identify whether it does or not. The results are similar for Māori on the Māori Roll.
- Slide 26: There is some confusion with how local councillors are elected in Māori wards. Half of Māori do not know that being on the Māori roll means they can only vote for councillors in a Māori ward. Positively, 85% of Māori know that they will still be
- Slide 27
- Slide 28: In previous research we hypothesised an eight segment model based on cognitive, emotional and behavioural engagement.
- Slide 29: By clearly defining cognitive and emotional engagement in the New Zealand voting context, regardless of recent voting behaviour, we built a robust segmentation. Behavioural engagement is classed as voting at the last General Election.
- Slide 30: The profile of the segments has changed since 2020 election and is now more in line with the original profile from early 2020. The proportion of Responsive segment voters (the prize segment) has shrunk since 2020. At the same time, there has bee
- Slide 31