Unlock Democracy and the Coalition Campaign Against Voter ID

Public Affairs and Media Campaign

The Challenge

A coalition of campaigners, formed of Unlock Democracy, the Electoral Reform Society, Open Britain, and Fair Vote UK, sought to deliver a high-impact media and political campaign to address the challenges posed by the newly introduced photo voter ID requirements under the Elections Act 2022. The legislation risked disenfranchising as many as 2.1 million voters by imposing stricter identification rules that disproportionately affected marginalised groups. The coalition’s aim was twofold: to raise public awareness of these changes ahead of the May 2023 elections and to increase political support for either scrapping the legislation or revising it to allow for more inclusive forms of voter identification.

Our Strategy

To meet this challenge, we devised a robust public affairs and media strategy designed to maximise visibility and impact. The campaign combined creative and direct advocacy efforts to drive political and public engagement.

We began with a political stunt in Old Palace Yard, providing a striking visual representation of the regional disparities in those affected by the new voter ID rules. Freedom of Information requests to local authorities yielded critical data, which highlighted gaps in voter awareness campaigns and training times, generating significant media coverage.

The strategy also included organising stakeholder roundtables and parliamentary drop-ins, offering MPs and key stakeholders a platform to discuss the practical implications of the legislation. Media engagement was central to the campaign’s success, with Tom Brake, Director of Unlock Democracy, and Dr Jess Garland, Director of Research and Policy at the Electoral Reform Society, making high-profile appearances on national broadcasts, including the Jeremy Vine show on BBC Radio 2, ITV’s Good Morning Britain, and ITV News at 6. The campaign gained the endorsement of public figures such as Armando Iannucci, further amplifying its reach.

The Result

The campaign achieved widespread visibility, with over 400 combined hits across the Press Association, local, regional, and national publications. Major media outlets including the BBC, The Independent, Financial Times, ITV, The Mirror, Daily Mail, and The Guardian covered the coalition’s efforts. Data from FOI analysis was featured prominently in The Mirror and Daily Mail, shining a light on deficiencies in the implementation of the voter ID rules.

The coalition successfully raised public awareness of the new voting requirements, ensuring voters were better informed ahead of the May 2023 elections. Continued efforts throughout the summer sustained parliamentary conversations, leading to further debates on expanding the list of acceptable voter ID documents. The campaign not only highlighted the disproportionate impact of the legislation but also strengthened calls for a more inclusive approach to safeguarding democratic participation.