In April of 2005, Norfolk County Council launched an intensive publicity campaign to improve understanding of its services, and boost voter numbers.

The campaign was prompted by the beginning of a downward spiral in voter turnout at the last County Council elections in 2001, which saw only 50% of people in Norfolk casting their votes. This figure dropped to just 30% in the 18-25 year old age bracket.

The publicity campaign used a careful mixture of print, poster and innovative use of broadcast media in conjunction with Vibe FM, to remind local voters just how directly the County Council affects their everyday lives, with the theme “It’s not about politics, it’s about you.”