Created by Venturethree, a brand consultancy, the #VotIn campaign aims to convey key issues which matter to young people with an online video, posters and a web site.
"Votin" purposely removes the 'g', as a way of highlighting all the other things that matter to people, such as "workin", "earnin", and "makin".
A statement from Britain Stronger in Europe, the official campaign for Britain to remain in the European Union, said the launch ad was "energetic, positive and engaging" in encouraging younger people to register by the 7 June deadline.
The campaign is spearheaded by Tory MP Sam Gyimah, who said: "It’s essential that the easyJet generation, who have grown up with all of the benefits of the EU, realise what it means to be in Europe, and what is at risk if we walk away.
"That’s why I am so passionate about this new campaign and getting as many young people as possible engaging with the referendum."
However not everyone agreed with Gyimah, as younger people turned to Twitter to complain about the "patronising" and "condescending" use of slogans like "workin earnin makin votin".
New anti-Brexit poster released.
— HaveIGotNewsForYou (@haveigotnews)
? Condescendin.
— Ollie (@OllieSaddington)
Love that briefed this out to Buzzfeed and thought it would go well for them:
— Alex Wickham (@WikiGuido)
I'm a fervent supporter of the campaign but FUCK you for stereotyping young people.
— Matt Blake (@mattblake94)
Earlier this month ±±¾©Èü³µpk10 revealed that David Cameron's government, which is leading the Britain Stronger in Europe campaign, had enlisted M&C Saatchi as its main ad agency. The cross-party campaign to keep the UK in the EU has previously worked with a number of agencies, including Adam & Eve/DDB, which created its name and launch film
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