Declining voter turnout is an issue in Aotearoa's politics- but even when voter turnout was high the authorities wanted to make sure everyone was enrolled. This advertising slide would have been screened in cinemas alongside commercial advertising and ads for upcoming movies. With the average Kiwi making seventeen trips to the cinema a year in 1960, this was one of the best ways to reach an audience. 

This slide bears the markings of 'Screens Advertising Limited'- one of the two main providers of cinema advertising. It's competitor, 'Dominion Screens Limited', was part of Amalgamated Cinemas and only serviced Amalgamated chain theatres. 'Screens Advertising Limited' looked after the second big chain (Kerridge-Oden) and the smaller independent theatres such as Foxton's Coronation Hall. By the late 1950s, 'Dominion Screens Limited' offered to screen short films for advertisers as well. As early as 1940, 'Screens Advertising Limited' had Art Directors to help advertisers design their slides..

This slide was shown to cinema audiences at the end of intermission- paid for by the Labour Party as part of their campaigning. Most political parties used the cinema for electioneering and these slides provide a glimpse into elections long since decided.

Given that this slide says 'Thanks to Labour' it was probably made when Labour was in government. The fashions suggest that this could have been at the end of Walter Nash's term in 1960- although it may have been for the 1949 election when Peter Fraser was in charge.

What is really interesting about this slide is it's definition of 'everyone'- a close look at the faces shows a range of ages and a mixture of men and women. However, there is no cultural diversity in this smiling constituency. It is true that Aotearoa has become more diverse in recent decades, but even when this slide was made its photographs did not represent 'everyone'. 

Political slogans have changed over the years and this 1950s cinema electioneering slide shows by just how much! Most political parties do not employ forceful slogans like this one today. The message of this slide comes across as an order rather than an appeal about policy or values!

However, there may be an explanation for this. The first National Government called a snap election during the 1951 waterfront strike (also known as the waterfront lockout) which lasted for 151 days, involved 22,000 striking workers and the passing of emergency legislation. Prime Minister Sidney Holland called a snap election on the issue of managing the strike. 

Given the air of emergency which existed at the time, this slogan would make a lot more sense. However, there is no concrete information to suggest it was made during this election.