Young Lions
It was that time of the year again where you get the play the field all on your own terms. So, we took the challenge!
Young Lions (India) 2024
Power of Print
The Task:
It was time for India's biggest event, the great Indian elections. But guess who hadn't made plans to vote yet?
That's correct, the young ones. And we were given the difficult task of increasing youth voter turnout.
Young Lions 2024
#TheMissingHeadline
The Insight:
Headlines in newspapers shape the nation's narrative. And a lot of times, we paint a picture of the nation in our minds, based on the headlines we read. Often making us forget that it’s our vote that makes the headlines.
We wanted the youth to realise why their vote matters.
We wanted them to realise the power, their vote plays in changing and shaping headlines.
The Idea:
We took up different aspects that often affect the youth, and made their headlines go missing. Leaving it up for the youth to decide what they choose to see as their headlines, and making it happen with the act of voting.
We replaced major headlines with blanks, ready to be filled and inviting readers to envision their own future with a simple message: We don’t make the headlines. Your vote does.
To further create a bigger impact, we turned each of these print ads into scannable templates, which became the canvas for people to share the future headlines they wish to see.
We then put their idea of the perfect headline up for a poll.
The three most voted polls then became our petition to the government, to create change.
The Impact:
We asked people to share the headlines they want to see and people joined in!
We then turned each of these headlines into a poll on Twitter and X, where the youth could be found, asking them if these are the headlines they wish to see too.
And if yes, then they need to make them happen by going out to vote.