CEC (Central Election Commission)
State body governed by the Constitution and laws of Ukraine.
Its primary purpose is — to organize and hold elections.
Approached us with a mission:
“To develop a platform, where CEC will tell everyone in a clear, accessible, interesting, and, most importantly, humane way about elections, and how crucial they are for our country and society.”
We had to create a platform where everyone could learn EVERYTHING about the elections and why every voice matters. For that, CEC had to find its own. “For people to attend elections, CEC had to speak with them in a ‘human’ way.”
Task scope:
  1. Platform name
  2. Slogan
  3. The tone of voice
  4. Communication strategy
  5. Social media ideas
  6. 147 minutes of educational video content
“Every choice matters”
Naming
We broke the stereotype associated with the CEC name.
BEFORE
A bureaucratic, confusing institution.
AFTER

An accessible and vibrant structure that helps you understand what’s what.

CEC: Easy Education is a project about the culture of choice, which teaches you something new.
It’s crucial that it doesn’t lecture but gives exciting and helpful information, impossible to put down.
Slogan
We chose a simple slogan that can be used for other CEC sub-slogans.
For us, it’s easy to talk about all things complicated.
Easy about elections. Easy, even when it’s not easy.
CEC: Easy Education about Elections
Branding
For branding, we took graphic images from the Ukrainian “Primary Chronicle,” got the author’s consent, and revived them with animation.
That’s how we managed to emphasize the project’s connection to history. And first and foremost — to the history of choice.
Tone of voice
CEC’s target audience is both a schoolchild, a student, and an adult. So we were looking for a universal voice for all and an individual approach to each of them.
We created a perfect teacher prototype: he knows what respect means, appreciates his audience’s time, and explains everything in a simple and accessible way.
“It’s a cool unconventional teacher, just like the ‘Dead Poet’s Society’ protagonist.”
How do we speak?
With a schoolchild — like a tutor you’re excited to see after school.
With a student — like an older friend who judges things objectively, so you can trust him.
With adults — like teachers in a teacher’s lounge — patiently and with care.
With participants of the electoral process — like in a meeting with a boss, who likes to speak concisely and appreciates his employee’s time.
Communication strategy
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2
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We used the letter “E” as a basis for our verbal branding:
Easy Explainers about Elections
Elections but Easy
Vote Easily with CEC
With CEC, everything is Easy. We started advocating that learning something new and becoming more aware is actually Easy.
The letter “E” also appeared in our course names:
  • Instead of “school materials” — Educational materials for school children;
  • НеNot your “basic school course,” but “Elections but Easy” course
  • Enhanced course for specialized courses
Youtube
On the CEC YouTube channel: you can find many Explainer and Educational videos there.
Every video contains a simple question, starting with the same letter “E”:
Everything about the electoral system
Exploring “the voter” — who is he?
Everything you need to know about democracy
Instagram
Instagram rubrics are both valuable and entertaining.
They are highly relevant to users’ requests, who want to know their rights and be aware of what’s happening in their country.
As a result, we managed to change the CEC brand and image from the ground up.
The new tone of voice and modern approach to content creation became an event by itself, both in the virtual and real worlds.
147
minutes of educational video content on the importance of voting.
We created a video series explaining everything from how politicians are elected to the local councils to how to vote while in isolation.
All the questions that seemed complicated became easy to understand.
Here are the videos we released on TV and YouTube channel:
And don’t forget about 30 educational videos for precinct local electoral commission members:
As a result, we got a whole educational production and, attention please
10.962 649
views.
“CEC: Easy Education really became that cool teacher you always wanted. We’ve laid the groundwork for a new era of interest in the electoral system. But unfortunately, the war itself showed the importance of our choices.”
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