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Electoral Register: Marketing

Volume 488: debated on Wednesday 25 February 2009

To ask the hon. Member for Gosport, representing the Speaker’s Committee on the Electoral Commission what assessment the Electoral Commission has made of the effectiveness of its advertising campaign to raise electoral registration levels. (257321)

The Commission informs me that it measures the effect of its advertising campaigns through direct response statistics such as the number of voter registration forms ordered through its telephone helpline or downloaded from its website. The Commission also undertakes independent tracking research to measure the reach of its campaigns among target audiences.

The 2006 report by the Comptroller and Auditor General to the Speaker’s Committee entitled “Is the Public Aware of Democracy” concluded that

“the Commission has used its resources in raising public awareness in general effectively when judged by measures such as recall rates and other industry measures for its advertising. There does too, seem to have been an overall positive effect on voter registration”.

To ask the hon. Member for Gosport, representing the Speaker’s Committee on the Electoral Commission what steps the Electoral Commission has taken to encourage the use of doorstep canvassing in increasing levels of voter registration. (257462)