BMP nets 1m political awareness campaign

Top London night-club Ministry of Sound has appointed BMP DDB to handle a 1m campaign to raise political awareness among young people and build the club’s brand.

The campaign for the club, which also owns Europe’s largest independent record label as well as a mail order business, will break in March.

The Ministry of Sound will not reveal details of its campaign but it is understood to have a political slant, though the company says it will be “very different” from the record industry’s own politically based campaign, Rock the Vote.

The Rock the Vote campaign aims to raise political awareness and counter apathy among young people, and is backed by leading figures in the record industry. A director of the Ministry of Sound, Kate O’Rourke, is also on the panel of the Rock the Vote campaign.

This non-partisan campaign will launch next week with the bulk of the advertising likely to take place in October. It has the support of various rock personalities including Damon Albarn, lead singer of Blur. It has been politically even-handed in drawing up its shortlist.

BMP DDB, the Labour Party’s agency, is also on the shortlist for this campaign along with the Tory Party’s agency, M&C Saatchi, and St Luke’s.