Spotify is aiming to help increase the youth vote by tapping into its Gen Z user base, in its latest campaign ahead of the general election on 4 July.

The UK has historically struggled with low youth turnout, with just 54% of 18 to 24 year olds voting in the general election, compared with 67% across the whole country.

The campaign will see the streaming platform launch a series of activations to encourage all of its users to vote, and will also remind users that they need photo ID to do so.

It will include in-app messaging pushed out to its millions of UK users, OOH billboards across prominent locations including Leicester Square London, and Victoria Street, Liverpool.

Social media content will also be shared with thousands of followers across X, Instagram and TikTok.

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It follows on from a more targeted campaign which came ahead of the previous local elections, and resulted in 100,000 clicks on the Electoral Commission site and over seven million impressions on Spotify in the lead up to election day.

Globally, the brand has also carried out further civic engagement activities which have helped it reach over 130 million customers worldwide to get them engaged in elections including in India, France, Nigeria, Brazil and the EU.

Other UK campaigns to get young people voting include Give an X, as well as Saatchi and Saatchi’s new ‘Voting is hot AF’ campaign.