The #100percent Campaign

For the TN assembly elections of 16 May 2016, the Election Commission launched their own campaign. It was to create awareness among the electorates and marshalled by Chief Electoral Officer Rajesh Lakhoni, an IAS officer who was formerly the Corporation Commissioner of Chennai.

He set a desideratum of 100 percent both in enrolment and turnout and launched ‘TN 100 Percent’. The campaign went viral among young voters on social media platforms.

Aimed at youth aged 18-29, the posters and videos with popular culture references began to take shape as a part of the campaign. Roughly 23 percent of the voters constitute the youth category and 24 lakh voters are 18-19 years of age group.

