Spotify has launched a new three-week campaign to encourage Gen Zs to vote in the upcoming UK General Election, on 4 July.

As part of the campaign, the streaming giant is launching a series of activations to encourage all its users to vote, including in-app messaging pushed to millions of UK users and out-of-home (OOH) billboards in Leicester Square, London and Victoria Street, Liverpool.

Social media content will also be shared with hundreds of thousands of followers across X, Instagram, and TikTok.

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With various political parties releasing their manifestos this week, Spotify will also initiate several activities to encourage voter turnout. The campaign will also remind users of the new requirement for photo ID, such as a driver’s license or passport, for voting.

The move comes as just 54% of 18 to 24-year-olds voted in the 2019 General Election compared to 67% across the whole population.

Previously, the platform launched a targeted campaign for the recent UK local elections, resulting in over 100,000 clicks to the Electoral Commission site, alongside over seven million impressions on Spotify in the week leading up to Election Day.

Meanwhile, globally, Spotify has reached over 130 million consumers, encouraging participation in elections across the US, India, France, Nigeria, Brazil, Mexico, and the EU, leading to over four million resources being accessed.

The news comes as the company launched its biggest global marketing campaign since its 2023 Spotify Wrapped.