Brixton Brewery has taken the initiative to inform the public about new election regulations with a unique campaign named ‘Yes We Cans’. In a limited partnership with Trevor Holden, the managing director of Broadland and South Norfolk Councils, informational stickers have been placed on cans and pint glasses, as well as informative coasters. The campaign is also providing free booths where people can get a photo ID for the election day.
The UK government recently made it mandatory for voters to carry photo ID to vote. However, Brixton Brewery found that many young people are unaware of the new regulations and lack the required ID. Xochitl Benjamin, co-founder of Brixton Brewery, explained that “our research suggests that a quarter of Gen Z are not aware of the new regulations and we believe this is connected to a bigger issue as over 11 million people in the UK do not have a passport or a driving licence! A lot of people, I’m sure, will naturally assume the process is the same as previous years. There is always a need for raising awareness as it’s all very new for everyone in the UK!”
According to the company’s research, one in ten Brits lack the photo IDs required to vote. The research, carried out by market researcher 3gem, surveyed 2,000 people and found that around 20% of Gen Z do not know where their IDs are. Access to photo IDs is uneven across different demographics. For instance, 24% of white people do not hold a full driving licence, compared to 31% of people with mixed ethnicity, 38% of Asian people, and 48% of black people. Therefore, raising awareness is crucial, along with providing the means of getting photo IDs to those who lack them.
To facilitate this, Brixton Brewery will install photo booths in collaboration with Laine Pubs, where people can take photos for their ID. These booths will be set up across pubs in London and Brighton, and people can obtain their IDs for free. Benjamin explained that “our photo booth created pictures [are] to be used for any and all valid photo identification documents, such as a passport, driving license, or proof of age card. The ID requirements are here to stay, so every voter will need a photo ID to vote in person for all elections from now on. We thought this was an excellent opportunity to raise awareness and reach people who may not hear about this in other ways”.
Brixton Brewery’s campaign is inspired by the spirit of the community and its unique place in politics and culture. “Brixton is a place where music, arts, culture, and food combine, and this is what makes [it] so distinctive,” she explained. “Our community is made up of people from all backgrounds who strive to make Brixton something greater than the sum of its parts. There’s a long tradition of activism in Brixton. It’s the kind of place where people speak out about important issues and things that matter. With campaigns like Yes We Cans, we want to encourage people to have their say more broadly whenever they get the chance”.
