In the post ‘Arabic Spring’ period, elections were to be held in a regional country with a constantly changing political environment.

S2C Approach

S2C developed a communication strategy that was set to achieve the following:

  • Position the elections as a milestone in the country’s history
  • Galvanize disheartened voters and encourage them to cast their ballots
  • Address the multiplicity of stakeholders hailing from diverse ethnic and religious backgrounds
  • Counter rumors and false allegations having the potential to impact voters’ perceptions of candidates and influence the wider election process
  • Showcase fair and democratic elections on both regional and international levels



Communication efforts succeeded in effecting change in attitudes and behaviors among voters, whereby voter turn-out exceeded expectations, securing record numbers. These efforts also succeeded in getting those who do not generally vote to actually go out and cast their ballot, in addition to providing voters with enough clear information about the agenda and platform of each candidate and his vision for the country.