Lovell Reaches Out to First Time Voters

MP for St. John’s City East Harold Lovell is taking a page from the elections in the US by seeking to excite young voters in a targeted way.

Using the background of 1987 when the US stock exchange crashed, a press release from the minister stated that “the year 1987 is also a defining year, as persons born between the period 1987 and 1991 will become eligible to vote in the general elections for the first time.”

Lovell, recognising that there will be a significant number of first time eligible voters in the upcoming elections, said he believes there are tremendous opportunities to mobilise, educate and empower this important group.

According to Lovell, who is also minister of tourism, civil aviation, culture and the environment, “research across the world shows that this group, described demographically as Generation Y, is technologically advanced and heavily reliant on Web sites as a primary source of obtaining news and information.

"They respond to ads (advertisements) and process information very differently and messages are more effective when they are brought to places where they congregate or through entertainment activities.”

To this end, Lovell and Friends of City East sponsored a “Blue Carpet” Cruise aboard the Wadadli Cats on 4 March. Specially designed to reach this important group of first time eligible voters, the event was held under the theme “Rock the Boat.” It was hosted by ABS personality and City East Constituent, Brucella Marsh and featured a performance by Daina Barnes.

According to Kandace Inniss, one of the event organisers, “The cruise created an exciting networking environment to help young people recognise that the right to vote is a social duty.” She also indicated that the event draws from the successful grassroots campaign in the recent US presidential elections called “Rock the Vote” that helped to mobilise and educate millions of first time voters throughout the United States.

Lovell, recently signed up on Facebook an online social networking Web site, admits that he pays careful attention to emerging marketing trends as current chairman of the Caribbean Tourism Organization (CTO).

He noted that the Generation Y group is also referred to as the “Trophy Generation”. This reflects a trend in modern competitive sports, as well as many other aspects of life where “no one loses” and everyone gets a “Thanks for Participating” trophy. Lovell commented that participants in the “Rock the Boat” event received a customised USB Flash Drive as a memento and confirmation that as electors, they have become trustees for themselves, fellow citizens and their country.”

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