Make your mark.

The 2026 Senedd election represented the biggest democratic change in Wales since devolution. A new voting system, new constituencies and an expanded Senedd of 96 Members created a significant communications challenge: help people understand what was changing, why it mattered and how to participate, while remaining completely politically neutral.
Our challenge was to enage and attract younger audiences and first-time voters, whose awareness and engagement were significantly lower than the wider population.

Our approach was to reframe political change as empowerment, not complexity, but a tool for people in Wales to feel informed, empowered and heard, driving action at the ballot box. Empowering people to ‘Make your mark’.

Traditional public information campaigns often rely on information-heavy messaging. We deliberately chose a different approach. Our creative idea, positioned voting not as an administrative task, but as an empowering opportunity to influence the future of Wales.

Audience insight shaped every stage of the campaign. The findings were clear: audiences preferred short, visual communications over detailed explanations, wanted to understand why the changes mattered to them personally and identified More Power to You as the strongest campaign proposition.