Empowering young people to vote

A new generation of voters

For the first time, 16 and 17 year olds in Wales had the right to vote in Senedd and local elections. It was a historic step for democracy, but one that came with a challenge.

Research showed that awareness was low, registration rates were poor, and many young people felt disengaged from politics. In the run-up to the 2022 local elections, only about 20 percent of eligible 16 to 17 year olds were registered to vote. Turnout among younger voters had also been consistently lower than any other age group. Without targeted engagement, there was a risk that this new right to vote would be wasted.

The Raise Your Voice campaign set out to change all that. It aimed to empower young people to believe their voice mattered, to know how to use it, and to feel proud of participating in democracy.

Co-designed with young people

From the very beginning, Raise Your Voice was shaped by young people themselves. We co-designed the campaign name and brand with them, ensuring the identity reflected their views and ambitions. They told us what topics mattered most and what information their peers needed.

This approach made the campaign feel authentic, relevant and empowering. We didn’t tell young people what to do, but enabled them to create something of their own.

A platform for every voice

We created a bilingual microsite that educated young people on how to register and vote, counted down to key milestones, and encouraged them to take action. Clear calls like ‘use your voice’ and ‘vote’ were at the centre of the site.

The platform was also a place for young people to share their own perspectives. They created podcasts, videos, articles and poetry on the political issues they cared about most. By handing them the microphone, the campaign gave politics a human face and showed that it belongs to everyone.

Turning evidence into action

The campaign was shaped by evidence as well as co-design. Research from the Wales Governance Centre showed that young people who had conversations about voting in schools or youth groups were far more likely to engage in elections. Yet only 28 percent of 16 to 17 year olds reported having those discussions.

Raise Your Voice helped close that gap. By creating resources, initiating conversations and promoting youth-led content, it turned voting from an abstract idea into something personal and possible.

Impact

Raise Your Voice gave young people the knowledge and confidence to take part in democracy at a pivotal moment in Wales.

• Supported the first generation of 16- and 17-year-olds eligible to vote in the Senedd elections

• Engaged nearly 450 young people through “Pizza & Politics” sessions across 20 youth clubs

• Delivered youth-led digital content through a bilingual website and social media channels

• Hosted national youth hustings and a to explore representation and inclusion

• Recognised at the Youth Work Excellence Awards 2021 for excellence in partnership planning and delivery