Ben & Jerry’s new campaign via ROE to get young people enrolled and voting at upcoming election

Ben & Jerry’s has partnered with Australian Youth Climate Coalition (AYCC) to get every eligible young Australian enrolled and to vote climate as their #1 election issue in 2019. Ben & Jerry’s got Republic of Everyone (ROE) on board to create a campaign to make this happen.

8 in 10 young Australians think the world is going in the wrong direction and the environment is one of their top three concerns, which should come as no surprise since young Australians are the ones who will live with the impacts of climate change the longest.

The ‘Vote Climate’ campaign kicked of in February during orientation week at UNSW and continued across other universities in NSW, ACT and QLD. Ben & Jerry’s and AYCC helped students check and ensure they are enrolled for the upcoming federal elections. In exchange, students earn themselves a free scoop of Ben & Jerry’s ice cream.

Says Ben Peacock, founder, Republic of Everyone: “It’s fantastic to see Ben & Jerry’s prepared to take on a difficult issue such as climate change. Too many brands want ‘safe’ issues to champion and this is probably the one that matters the most. Targeting young voters to enrol and vote climate will make a big difference – after all, they are the ones most affected. In the last Federal election, the most marginal seat was won by just 32 votes. So every vote truly does count.”

The team at Republic of Everyone came up with the campaign concept, collateral, messaging and is responsible for the event activation at six campuses. Republic of Everyone’s sister PR agency the Bravery ran the campaign PR.

Unilever – Ben & Jerry’s team:
Bert Naber
Kent Hildred

AYCC team:
Kelly Mackenzie

Republic of Everyone
Ben Peacock – ECD
Max Guena – Creative Director
Claire Sutton – Head of Design
Josephine North – Account Director