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  • How do you get young people to care about politics?
    Lena Vasiljeva, Creative Commons (2013) ©
CASE STUDY

E4 ‘switch off’: getting Gen Y off the sofa and into polling stations

In a bid to get Britain's young people down to the polling station, Channel 4 is hitting them where it hurts – the 8.7 million 16- to 34-year-olds that watch E4 will have to go without on election day. But will depriving Gen Y of their favourite channel be enough to get them to engage with politics?