New Snapchat geofilter to lure teen voters in Scotland
Snapchat has teamed up with the Electoral Commission for the first time to launch a geofilter to encourage young people in Scotland to register to vote.
The filter is the first of its kind in the UK. It reminds people to register to vote in the council elections on 4 May in Scotland -- the first time 16 and 17 year olds in Scotland are eligible to vote.
"Snapchat gives us a fantastic opportunity to reach a typically under-registered audience and let young people in Scotland know that they can use their voice in these elections," said Andy O’Neill, Head of the Electoral Commission in Scotland.
Only 69 percent of 18-34 year olds in Great Britain are registered to vote, compared to 96 percent of people aged 65 and over, according to the Electoral Commission.
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This isn't the first time Snapchat's been used to encourage young voters.
In September 2016, Snapchat ran a public service campaign in the U.S. in partnership with nonprofit Democracy Works' TurboVote. The campaign ran video ads between Snapchat Stories which directed users to a voter registration mobile webpage within the app.
Rachel Thompson is the Features Editor at Mashable. Rachel's second non-fiction book The Love Fix: Reclaiming Intimacy in a Disconnected World is out now, published by Penguin Random House in Jan. 2025. The Love Fix explores why dating feels so hard right now, why we experience difficult emotions in the realm of love, and how we can change our dating culture for the better.
A leading sex and dating writer in the UK, Rachel has written for GQ, The Guardian, The Sunday Times Style, The Telegraph, Cosmopolitan, Glamour, Stylist, ELLE, The i Paper, Refinery29, and many more.
Rachel's first book Rough: How Violence Has Found Its Way Into the Bedroom And What We Can Do About It, a non-fiction investigation into sexual violence was published by Penguin Random House in 2021.
