Ben & Jerry’s has teamed up with civil rights campaign group ‘Hope not hate’ to encourage Londoners to register to vote in the forthcoming London Mayoral Election.
The brand is running a sampling tour of London and an honorary renaming of its classic Chocolate Fudge Brownie flavour to ‘Give a Fudge’.
The rename forms part of Ben & Jerry’s ‘Don’t Get Frozen Out’ campaign to drive equal access to democracy across London and address the fact that at present one in five Londoners are not correctly registered to vote.
Throughout March and April, members of the Ben & Jerry’s herd will be reaching out to those not on the electoral register and encouraging them to register to vote with a sampling tour of London locations, including colleges, dishing out free scoops of ‘Give a Fudge’.
To ensure the ‘Don’t Get Frozen Out’ message reaches the areas where it’s needed most, the scooping tour will be visiting the London boroughs most affected by voter registration changes implemented in December 2015, which led to 329,000 Londoners falling off the electoral register.
Ben & Jerry’s social mission manager Ed Shepherd said: “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 a fair and equal say over the decisions that affect our capital. That’s why we’re teaming up with Hoe not hate to launch the ‘Don’t Get Frozen Out’ campaign, calling on all Londoners to register to vote and make sure their voice is counted in the May polls.”
The tour announcement comes as Ben & Jerry’s and Hope not hate have published new research findings, which show the extent to which the current democratic process is failing to connect with young Londoners, in particular, across the capital.
The Don’t Get Frozen Out tour will be visiting the following locations:
• Hackney Town Hall on Friday 1st April (from 10am – 12pm and 2pm – 4pm)
• Windrush Square, Brixton on Saturday 2nd April (from 12pm – 2pm)
• Clapton Park Estate – Pedro Youth Club, Hackney on Friday 8th April (from 2pm – 4pm)
• Noel Park estate, South Tottenham on Saturday 9th April (from 2pm – 4pm)
For more information on the ‘Don’t Get Frozen Out’ campaign, visit www.benjerry.co.uk/frozenout