Product/ServiceIR MAGAZINE
Category B03. Social for Mobile
Idea Creation McCANN RIGA Riga, LATVIA
Production PAGE Riga, LATVIA
Name Company Position
Valters Jonats McCANN Riga Executive Creative Director
Dmitrijs Pavlovs McCANN Riga Art Director


Being strategically important amidst the rising tensions between Europe and Russia, Latvia has become a testing ground for the “soft power” and propaganda on the Russian side. Fake news and false narratives are gradually skewing the media landscape away from objective reality. Now, more than ever, educated and well-informed voters are needed to cultivate the values of true democracy. The only problem is that a significant part of population doesn’t care about politics and elections — young voters. The objective for the largest independent newspaper was to find means of engaging young people in politics and elections, at the same time making them more educated voters.

Describe the creative idea

Meet Political Tinder — a “dating” app that lets young people find their political matches. Based on a simple idea, Political Tinder is a matchmaking platform between young people and politicians running for the elections. By swiping through the profiles and faces of politicians or polarising political questions, young people were now able to find their political matches more easily than ever before.

Describe the strategy

Extensive research about youth was carried out in order to find out what would be the most efficient “vehicle” for communicating topics about politics and upcoming elections — topics young people don’t care about. An observation was made that a large chunk of information that young people consume comes from different social networking sites. These sites are where young people turn when they want to find out info about different venues, connect with friends, read articles and find out what’s happening out there. Our approach was to replicate these functions in a tool that would engage young voters in time for the upcoming elections and make them more educated voters.

Describe the execution

Political Tinder was launched one month prior to the elections and was accompanied by an outdoor and banner campaign inviting young people to find their political matches. “You will be together till the end of term” and “Want to find your true one” were just some of the invitations used in the campaign.

List the results

The campaign and platform “Political Tinder” were highly received by media, young people and politicians alike. 381,721 people found their political matches through Political Tinder, exceeding the goal of reaching the audience aged 18-24 by 292%. What is even more astounding is that Political Tinder ended up helping 45.18% of election participants to vote according to their views and beliefs. Political Tinder ended up being a huge success, because it fulfilled its initial goal of getting young people more engaged in politics and making them more educated voters.