Campaigns targeting disaffected young people

Antje Hoppe reports in this article from ‘Politik und Kommunikation’ on how German parties and politicians tried to communicate with young people during the last elections. Another expert gives advice on what to focus on in campaigns targeting young people.

German parties were all anxious to woo young people during general elections on the 18 September 2005. 

Antje Hoppe believes however that there was no real dialogue with the young people. Young people are still often regarded as unknown quantities.Political communicators don’t know how to approach them. Pseudo-teenager communication style, overly aggressive communication and childish language fall flat in the eyes of young people. But an open-minded image, event sponsoring, modern technologies, facts and information can achieve a great deal. 

Bernhard Heinzlmaier explains the do’s and don’ts: 

Do´s:
 

Role models and testimonials. Models are not always the best choice. Often it is better to choose real people in everyday life situations. Testimonials should not be too stereotyped. There is a little rebel in almost every young person. Women tend to look up to female role models nowadays. 

Young people live in scenes (for example hip hop). The use of the right scene codes is essential for a successful campaign. 

Co-operate only with organisations that have a modern and open-minded image and activities. 

Young people are media-savvy and accept only the highest standards of presentation. 

Event sponsoring will be appreciated and positively valued by the target group when you manage to make an effective and scene adequate entry at the event. 

Young people know best what they want. So it is important to include the target group in developing the concept right from the outset. 

The internet is the leading media of the youth culture. Without a modern, attractive internet appearance that guarantees personal advantage for the users a campaign will not reach the first-time voters. 

Don’ts:
 

No pseudo-teenager communication style (‘cool’, ‘hot’, ‘mega’). 

Don’t communicate too aggressively. Young people should have the possibility to decide themselves on how close or distant they want to be to the message you are communicating. 

Don’t use only mass media such as TV, magazines etc. to communicate. There also is a “below the line” communication world that is especially effective and credible when it comes to young people. 

Youth cultures are fast changing cultures. So keep up with the trends and do not re-use last year’s icons and styles. 

Don’t lecture! First-time voters want to be persuaded as equal partners and not to be lectured. 

Remember – young people want to be grown-up. Addressing even 10 year olds in childish language will fall flat. 

Young people know a lot about music. So you should be very careful with your choice of music and ask for advice otherwise you could make a fool of yourself. 

Click here to read the full version of the article in German.