Ben & Jerry’s re-names its fan favourite Chocolate Fudge Brownie to encourage Londoners to register to vote… because shaping the future of the Capital starts with giving a fudge!
Ben & Jerry’s has teamed up with civil rights campaign group HOPE not hate to encourage Londoners to register to vote and make sure their voice is heard at the London Mayoral election on 5th May, with the help of ‘Give a Fudge’, an honorary renaming of their classic Chocolate Fudge Brownie ice cream!
The re-name is part of the ‘Don’t Get Frozen Out’ campaign, launched to drive voter registration in the capital at a time when one in five Londoners are not correctly registered to vote*. The campaign will take to the streets of London, to ‘scoop up’ voter registrations and dish out FREE scoops of the ‘Give a Fudge’ ice cream before the deadline of Monday 18th April.
Ed Shepherd, Social Mission Manager at Ben & Jerry's comments: “At Ben & Jerry’s we believe that democracy only works when it works for everyone. We need a democracy where all voices are heard, and we can all have an equal say over the decisions that affect our capital. That’s why we’re teaming up with HOPE not hate to launch the ‘Don’t Get Frozen Out’ tour, calling on all Londoners to register to vote and make sure their voice is counted in the May polls.”
The tour will be visiting the following locations:
- Hackney Town Hallon Friday 1st April (from 10am – 12pm and 2pm – 4pm)
- Windrush Square, Brixtonon Saturday 2nd April (from 12pm – 2pm)
- Clapton Park Estate – Pedro Youth Club, Hackneyon Friday 8th April (from 2pm – 4pm)
- Noel Park estate, South Tottenhamon Saturday 9th April (from 2pm – 4pm).
The ice cream team will also be visiting colleges and universities across the capital, from Waltham Forest to Ealing, giving out of 10,000 scoops of the ‘Give a Fudge’ flavour to students.
To make sure the ‘Give a Fudge’ message gets to where it’s needed most, the tour will be visiting the London boroughs most affected by voter registration changes implemented in December 2015, leading to 329,000 Londoners falling off the electoral register. Based on research from HOPE not hate*: in Hackney, 14% (27,500) of residents dropped off the electoral register (the highest percentage of all the London boroughs)! Meanwhile in Lambeth, 11% of residents dropped off the register, and in Waltham Forest that figure was 7.5%.
The tour announcement comes as Ben & Jerry’s and HOPE Not hate launch new research** which reveals the current democratic process is failing to connect with young Londoners in particular across the capital. Four in ten (40%) young Londoners say that being ‘confused about the process of registering to vote’ is a key barrier to participating in democracy. Furthermore, four in ten (40%) cite ‘a lack of communication about the need of registering to vote’as a problem.
For those who cannot make it along to the tour, there is also the option to host your own Voter Registration Drive in your community, with the help of a “Don’t Get Frozen Out Democracy Pack”, complete with Ben & Jerry’s Ice Cream vouchers, posters and pledge cards. More information available here***.
For more information on the ‘Don’t Get Frozen Out’ tour, visit www.benjerry.co.uk/frozenout