Ahead of the U.K. general election next week (June 8), a film by London ad agency Forever Beta attempts to highlight voter apathy by featuring a fictional political party called the "Can't Be Arsed Party."
Forever Beta creatives Gary Arnold and Neil Ritchie created the campaign after looking into the amount of non-voters in the last U.K. election. They found that 15.9 million people didn't vote for any political party -- this was 30% more than the millions of people who voted for the winning political party.
The three-minute long film, running on social media today, shows the leader of the Can't Be Arsed Party, played by comedian Nas Osmanoglu, traveling around London with his empty campaign bus, and speaking to people on the ground about whether they can or can't be arsed (U.K. slang for "can't be bothered") to vote, and whether they should, therefore, join his party.
At the end of the film, which features a cameo from "Private Eye" editor and TV satirist Ian Hislop, there is a call to action to visit the CBA party website. Visitors will find that CBA actually stands for "Campaign to Banish Apathy" and they will be encouraged to vote on June 8.