The aim is to encourage everyone to register, particularly young people aged 16-24, who are among the most under-represented groups on the electoral register.
Home office minister Lady Blatch said:
'Young people have a vital part to play in the democratic life of this country. The vote is their voice in the political process. We want their views and opinions to be part of that process. The best way this can happen is for them to register to claim their right to vote.'
The campaign consists of a ten-second TV advertisement and a poster campaign featuring the 'No voice, no vote' slogan. Both feature a young man with a closed zip over his mouth.
The TV advertisement will be screened on ITV, Channel Four and satellite TV from September 4 - October 4. Posters have already been sent out to Electoral Registration Officers to coincide with the dispatch of this year's registration forms.