Postal votes have started landing on doormats across the country and with that, the Labour Party has kicked off its get-out-the-postal-vote campaign.
Creatively, Labour’s ads lean into a soft, nostalgic visual language: pillar boxes, stamp borders, and warm reds. The ads are rooted in British postal iconography. It’s gentle, almost gift-card-like political communication.
Given these are conversion ads, the serene nature and lack of urgency is surprising. One common bit of behavioural science that is used in conversion ads is to make the desired action feel time-limited. Maybe they’re starting off soft and will ramp up the tension as the deadline starts to loom.
In modern British elections, postal votes are far from niche. Around 20% of registered voters had a postal vote at the 2024 general election, and roughly a third of actual votes were cast by post. In some recent local contests, that figure has climbed even higher, with around 34% of ballots returned by post.
Nowadays it’s better to think of “polling weeks” rather than “polling day” and these ads show Labour is doing just that.
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