How we turned the election Green

“The  (Wales)Greens have quietly had a fantastic election. Though they won no seats, they secured 4.7% of the vote having only got 1% in 2019. While Welsh turnout fell 10%, the total people voting Green went from 16K to 62K.” Is how Western Mail journalist, Will Hayward, described the general election result and bak was happy to have supported the party through their most successful campaign ever with a second place candidate in Cardiff South (15% of the vote) and a massive spike in support in Cardiff East (0 to 10% since the previous election).

We like to think that we supported that growth by coalescing the Wales Greens’ Strategic Communication plan around a key slogan and complementary visuals. The Wales Greens ran an agile and dynamic campaign targeting both disaffected Labour Voters and communities with specific issues around Government and proposed Labour policy.

“Time To Turn Green’ was the slogan we created and that gave us plenty of scope to come up with direct, engaging content that played with the idea of turning from Red to Green. This simple high concept was grounded in the values we associate with those colours; Green the colour of growth and renewal, red the colour of danger, of ‘red flags’ and warning lights. Once we had the ‘green light’ - pun very much intended - we could proceed to create lots of videos, gifs and graphics that hammered home the messaging that The Greens were the party of real hope and real change.