Voting is not a Monster: Simplifying Politics for Young Brazilians

Client: Politize!

Since 2013, Brazil has experienced deep political polarization, with declining youth participation in elections despite growing civic awareness. Politize!, a leading non-profit in political education briefed Sherlock Communications to engage young voters ahead of the 2024 municipal elections through an innovative, bias-free campaign.

Faced with a polarized landscape, youth disengagement and the campaign focused on simplifying political concepts and fostering active citizenship. Strategies included PR-driven storytelling, gamified learning through the IAgora platform, and influencer collaborations. A key highlight was the “Politics Isn’t a Seven-Headed Monster” campaign, which used Brazilian folklore to make politics more accessible. Data-driven messaging and partnerships with major media outlets amplified reach, while initiatives like the Brota na Tira project empowered youth in underserved communities. Results were significant: youth voter registration rose by 78% compared to 2020, Politize! gained 91 media placements with 1.12 million estimated views, and website traffic surged to 7 million views. Google Trends showed peak interest in Politize! and its campaigns, reflecting increased civic engagement. Through creative, data-led storytelling, Politize! successfully reignited youth participation in Brazil’s democratic process.