Flash, a news streaming service, unveiled an integrated PR and out-of-home campaign looking at the nation’s understanding of politics and recall of political news relative to pop culture stories ahead of the federal election.
An array of billboards splashed across trucks all over Sydney adhere to the younger demographics use of trending social media posts.
One billboard reads: "Millennials can name more Wiggles than state premiers. Now thats a hot potato."
Another plays on the conflict between Will Smith and Chris Rock at the Oscars: "Will Smith vs Chris Rock or SCOMO vs ALBO."
The campaign, developed in collaboration with Publicis Group PR and communications agency Herd MSL, The Flash Report revealed a gap in political knowledge and recall.
Key findings:
- Political stories are playing second fiddle to pop culture when it comes to what’s resonating with the nation. Aussies are more likely to recall news about Djokovic's deportation (52%), Ash Barty retiring from tennis (47%) and Will Smith's slap at the Oscars (46%), than the government's response to floods (38%) and latest vaccine rollout (20%).
- Two fifths of Millennials and Gen Z (39%) are more likely to say they can name more members of The Wiggles than State Premiers (26%).
- Political jargon has the majority of Aussies confused, with 60% admitting they had no idea what ‘Pork Barrelling’ is and the equivalent of 1.3 million Aussies believing it refers to some sort of social media trend.
- The Flash Report revealed that party leaders have work on their hands in the lead up to the election, as just 11% of Aussies say they are confident they understand the policies of the main Australian political parties.
Kate de Brito, executive director of Flash said: "As a product targeting news lovers who thrive on staying informed, the upcoming Federal election provided the perfect opportunity to raise awareness of the platform’s unique offering and drive urgency to subscribe.
“We conducted research to explore how clued up Australians are when it comes to politics and how this measures up to their knowledge of pop culture."
Credits
Flash
Herd MSL
Habitat Media
Mindshare
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