Project Overview

The initiative was spearheaded by Love Frankie in partnership with IFES, combined a national song contest with a television music special to captivate and educate Myanmar’s youth. Launched in September 2020, the initiative aimed not just to inform but to actively engage the youth in the democratic process through a medium that resonates deeply with them—music.

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Impact

Engagement Metrics

The campaign quickly gained traction, evidenced by impressive metrics:

• 3 million impressions across traditional and digital media platforms.
• An average reach of 212,000 per social media post.A cumulative total reach of 1.4 million across Myanmar.

Content Analysis

The content, central to the initiative, included 12 episodes featuring discussions on election-related topics with music celebrities, combined with a contest where musicians submitted election-themed songs. This approach provided both entertainment and education, a dual strategy that proved highly effective in keeping the audience engaged:
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• Viewer feedback indicated a 75% increase in understanding of the voting process.
• Participants reported a 50% higher likelihood to vote compared to non-viewers.

Technological Impact

The strategic use of a dedicated Facebook page, "First Time Youth Voters for 2020," allowed for direct interaction and engagement:
• The page facilitated over 500,000 interactions, including likes, shares, and comments.
• Live streaming of episodes and interactive Q&A sessions with artists and political experts enhanced real-time engagement.

Voter Turnout

While specific turnout numbers among first-time voters are challenging to isolate, preliminary data suggested a noticeable uplift in youth voter participation in areas heavily targeted by the campaign's outreach efforts.

Conclusion

The "Tune Up To Vote" campaign stands as a testament to the power of innovative, culturally relevant voter engagement strategies. By intertwining music with electoral education, the initiative not only increased awareness but also fostered a sense of agency among Myanmar's youth. As Myanmar continues to navigate its democratic journey, the lessons learned from this approach offer valuable insights into engaging young voters effectively, suggesting a scalable model for other regions with similar challenges.The "Tune Up To Vote" initiative demonstrates the compelling intersection of culture, technology, and democracy, highlighting the transformative potential of creative campaigns in shaping political landscapes.