Underwear brand Lemonade Dolls is looking to empower women by getting them more involved in politics by encouraging them to exercise their right to vote in a punchy new campaign.

Developed in partnership with creative agency Havas London, the campaign will be centred around a 60-second spot that calls on women to get out and vote on election day to make a difference.

‘Swing it, girls’ aims to show the 20% of undecided women (double the number of men) how vital their vote could be in swaying the election on polling day.

‘’Fact is, when you get home, and the bra comes off, you’re not going anywhere. So come election day we’re encouraging you to put your bra on and get out and vote. Your bra could literally swing the election!” Havas London chief creative officer, Vicki Maguire said.

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Working in collaboration with out-of-home advertising specialists UNCLE, the brand’s key creative will be supported by a series of street posters brining the campaign’s message to life.

Lemonade Dolls CEO, Lemon Fuller added: ‘’Voting is always a critical aspect of any election. Many fierce and courageous women have fought tirelessly to secure our right to vote, laying the foundation for a more inclusive society. That’s why we are here causing a riot to ensure women get down to their local polling station on the 4th July.

“Our sole objective is to encourage women to participate in the voting process and help shape the future of our country, in a time when so many women are undecided or do not vote at all. So grab your friends, sisters, mothers & grandmas – let’s make some noise and show everyone that voting is the ultimate power move!’’