IFES: Making Political Ads Transparent

Video Production
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Client

The International Foundation for Electoral Systems (IFES)

2024

The International Foundation for Electoral Systems (IFES) is a global leader dedicated to promoting democracy, transparency, and electoral integrity. In North Macedonia, IFES sought to address critical issues regarding the transparency and fairness of online political advertising through the UK Government-funded project "Media, Money, and Elections in North Macedonia."

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the challenge

Zhar Ptiza was tasked with creating an innovative media product that could help the general public better understand the often complex and technical issues surrounding online political advertising. The main challenge was to adapt the in-depth findings and data into a format that was both accessible and engaging for a wider, non-expert audience.

the approach
  • Animated Explainer Video: Created a 4-minute animated video that presented key findings of IFES's monitoring and analysis. The animation addressed issues such as the easy registration of online portals, unequal distribution of public advertising funds, unmonitored and biased content, and the underrepresentation of women and marginalized groups in election coverage. The format allowed for a simplified and relatable narrative designed to engage the public.
  • Thematic Short Videos: Produced five shorter thematic videos, each highlighting one specific issue from the analysis. These bite-sized pieces made the content more digestible and shareable.
  • Strategic Social Media Campaign: Launched a tailored bilingual campaign (Macedonian and Albanian) featuring clear, concise messaging and localized visuals to maximize reach. All content was optimized for various platforms and developed in line with IFES and donor branding guidelines.
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the result

The campaign helped elevate the public conversation around transparency in political advertising and the need for systemic reforms. Key achievements included:

  • Successfully adapted complex monitoring content into a format accessible to general audiences.
  • Created visually engaging and narratively strong content that resonated across demographics.
  • Stimulated public debate on media accountability and political finance through strategic targeting and inclusive messaging.
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