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Special Ballot Communications – timeline for the 44th general election campaignCEO Appearance on the 44th General Election before the Standing Committee on Procedure and House Affairs

Key Messages

  • During the 44th general election, Elections Canada (EC) communicated widely and clearly about the various aspects of the special ballot process throughout the election period.
  • The goal was to ensure Canadians were aware of their options to vote by special ballot, and of the associated requirements and deadlines. Our post election surveys indicate that unaided awareness of the vote by mail option went from 23% in GE43 to 70% in GE44.
  • The communications campaign around special ballot voting was dynamic and changed throughout the election period in order to give Canadians the most pertinent information at the most relevant time.

Facts

  • Throughout the election period, EC published several social media posts and reached out proactively to hundreds of media outlets to communicate information about:
    • The options to vote by special ballot.
    • The requirements and ways to apply for a special ballot.
    • The deadlines associated with the special ballot process.
    • The safeguards built into the special ballot process.
  • The Inspire Democracy program sent numerous emails to its network of stakeholder organizations (approximately 600 addresses at the time of the election) which explained the vote-by-mail process. This included an email devoted exclusively to information about vote-by-mail, as well as several others emails which explained the vote-by-mail process in the context of all the options electors have to vote.
  • Inspire Democracy's toolkit on registration and voting was updated before the election to expand its information on voting by mail, including the addition of explainer videos on the process.
  • Community Leader Handbooks (for Indigenous electors, youth, new Canadians, and electors with disabilities) were updated with more information on voting by mail.
  • A total of 9 student-focused presentations were made in which vote-by-mail was featured.
  • The Assembly of First Nations promoted vote-by-mail across all their platforms, as a safe option to vote during the pandemic.
  • Ilinniapaa Skills Development Centre (iSDC), which works throughout the North, promoted vote by mail as an option for remote communities.
  • Here is a timeline for key special ballot communications throughout the 44th General Election period.
Week 1
Election Calendar Date (2021) Communications product Notes
Day 36 Aug.15
  • News Release mentions special ballot options and deadlines.
  • Dedicated web pages for vote by mail (featured on EC's homepage with icon … was never done before) and on special ballot.
Day 35 Aug.16
  • New explainer video on Voting by Mail launches on social media and on EC's website
  • Explains the vote-by-mail process, including deadlines and requirements.
Day 34 Aug. 17
  • Mentions special ballot options and deadlines.
Day 34 Aug. 17
  • Mentions special ballot options and deadlines for international electors.
Day 33 Aug. 18
  • CEO Press Conference and EC technical Briefing
  • Two media events at which special voting rules were discussed and media questions answered.
Day 30 Aug.21
  • New explainer video on voting at an Elections Canada office
  • Explains the process for voting by special ballot at a local office.
Week 2
Election Calendar day Date (2021) Communications product Notes
Day 23 Aug. 28
  • Digital advertising campaign for early voting options begins
  • Explains early special ballot voting options, including deadlines. Campaign runs until Sept. 5 (day 15), then multimedia campaign begins. This is one week earlier than has been done in past GEs.
Day 23 Aug. 28
  • Advertising campaign for Students and Seniors begins
  • Explains voting options, including special ballot voting options. This was a new campaign for this election.
Day 23 Aug. 28
  • Vote by mail safeguards campaign launch – video, webpage, social media
  • Campaign explains the various safeguards in place to protect the integrity of the vote-by-mail process.
Week 4
Election Calendar Date (2021) Communications product Notes
Day 14 Sep. 6
  • Multimedia advertising campaign for early voting options begins
  • Explains early special ballot voting options, including deadlines. Runs across multiple channels, nationally (TV, Radio, out-of-home, digital and social media advertisements). This was the normal campaign run in past elections with special ballot voting more predominantly featured.
Day 14 Sep. 6
  • Guide to the Federal election mailed to each household
  • Distributed to all Canadian households. Includes information on special ballot voting options, requirements and deadlines.
Day 11 Sep. 9
  • Included details about requirements and deadlines for student special ballot voting. Pitched to dozens of outlets.
Day 11 Sep. 9
  • New special ballot FAQs added to website
  • "Can I request a replacement voting kit?" and "what safeguards are in place to make voting by mail secure?"
Week 5
Election Calendar Date (2021) Communications product Notes
Day 8 Sep. 12
  • End of advertising campaign for early voting options
  • Advertising campaign ends in advance of the Day 6 deadline to apply to vote by special ballot.
Day 5 Sep. 15
  • All special ballot web content updated to reflect that deadline to apply has passed
  • All relevant pages and FAQs updated to reflect the passed deadline. Messages remind Canadians of the options to drop off their special ballot on election day, or to request it be canceled so they may vote in person (status certificate).
Day 5 Sep. 15
  • New NR that Explains the special ballot drop off option as well as the option to request the special ballot be canceled so the elector may vote in person (status certificate).
Day 0 Sept. 20
  • New FAQ added to series on special ballot drop off points
  • "Will I have to wait in line with voters who are voting in person?"
Day 0 Sept. 20
  • Reminds electors they have the option to drop off their special ballot in person.