Grime voting

DESCRIPTION

The UK Government has a big problem trying to engage with 18-25 years olds living in urban environments. To try to address this, the Office for National Statistics partnered with Grime artists Ghetts to help black men get their voices heard and take part in the 2011 Census.

Surveys have shown that urban youths feel increasingly distanced from and disillusioned with politics. Barack Obama’s campaign in the recent US elections, however, demonstrated that it is possible to engage this demographic if you speak to them in a way they understand. Whereas his campaign used video gaming, Universal McCann’s London Diversity Unit decided to use music.
The rapper, real name Justin Jude Clarke Samuel, was approached earlier this year and asked to produce a track 'Invisible' to persuade black men to participate in the 2009 Census Rehearsal and the 2011 Census.

A major PR push is planned to promote Ghetts single, Invisible. The track will be promoted heavily on radio stations with a predominantly black audience, such as BBC 1extra and even illegal pirate stations will be encouraged to play the tune. In it, Ghetts stresses the importance of young people making their voice heard, less they end up invisible. Listeners will be able to access the soundtrack of Invisible and lay their own lyrics over the top.

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