Time For Change Campaign - 2021 General Elections
Hakainde Hichilema, President of the United Party for National Development (UPND), contested as a Presidential candidate for the fifth time in the 2021 general elections in Zambia. After losing in five previous elections, the UPND employed a different campaign strategy that focused on the youth, the largest demographic of registered voters. Unifying the discontented Zambian youth was critical to winning the 2021 general elections, arguably one of the most hotly contested and decisive elections in Zambia's history.
Change
The UPND conducted surveys, in-depth research and analysis to understand the future the Zambian people wanted. One word remained a constant: Change. The word was echoed by Zambians country-wide. It was clear that Zambians wanted a change of leadership.
Thus "Change" became the anchor for UPND's core messaging. "Time For Change" was coined as a simple campaign tagline for mobilising the masses. The branding for the Time-For-Change Campaign was centred around the Presidential Candidate becoming a symbol of change.
