Ken Livingstone, the Mayor of London, and the Department of Constitutional Affairs have launched the campaign, in collaboration with the creative design company Ebb & Flow, to convince 18- to 24-year-olds to register to vote ahead of the local elections in May.
The 1824 Collective campaign has brought together a group of up-and-coming artists who have recorded a music track and video called '5 Million Strong'. The track will be aired on MTV, Channel U and commercial radio in the coming weeks. London has the worst voter registration level in the country.
Livingstone said: "There are 5m 18- to 24-year-olds in the UK and shockingly, a quarter of them are not registered to vote. Together their vote would have a huge impact. I hope this campaign will encourage young people to use the ballot box."
As part of the campaign, a has been set up where it is possible to download registration forms. Mobile phone technology is also being used. Those who wish to register to vote have only to text their name and address to 86222.
Michael Liburd, CEO of Ebb & Flow, said: "Young people nowadays would prefer to vote for 'Big Brother'. We had to make the campaign as slick as possible because we are competing with some very high-profile brands for young people's attention."
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