New Snapchat geofilter to lure teen voters in Scotland

Snapchat has teamed up with the Electoral Commission for the first time to launch a geofilter to encourage young people in Scotland to register to vote.

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The filter is the first of its kind in the UK. It reminds people to register to vote in the council elections on 4 May in Scotland -- the first time 16 and 17 year olds in Scotland are eligible to vote.

"Snapchat gives us a fantastic opportunity to reach a typically under-registered audience and let young people in Scotland know that they can use their voice in these elections," said Andy O’Neill, Head of the Electoral Commission in Scotland.

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Credit: electoral commission

Only 69 percent of 18-34 year olds in Great Britain are registered to vote, compared to 96 percent of people aged 65 and over, according to the Electoral Commission.

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This isn't the first time Snapchat's been used to encourage young voters.

In September 2016, Snapchat ran a public service campaign in the U.S. in partnership with nonprofit Democracy Works' TurboVote. The campaign ran video ads between Snapchat Stories which directed users to a voter registration mobile webpage within the app.

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