Brexit media campaign costs more than $3.4 million

The UK Electoral Commission has launched its largest campaign yet to encourage people to register to vote and learn about the June 23 referendum on whether Britain should stay in or leave the European Union (EU), also known as "Brexit."

British Prime Minister David Cameron. (Source: PA)

The campaign cost £2.4 million (over $3.4 million) and targeted 28 million households nationwide.

According to VNA correspondent in London on May 15, the UK Electoral Commission's communications director, Alex Robertson, said that in order to ensure that all British people do not miss this historic event, the commission will conduct a mass information campaign on television, radio, social media as well as billboards, and distribute voting instructions to every household before the deadline on June 7. The document, which includes a sample ballot and a campaign, will include content related to the two streams of opinion on whether Britain should stay or leave the EU.

There are currently around 7.5 million people in the UK who are not registered to vote. According to a recent survey by the UK Electoral Commission, around 20% of the population are either not registered or do not know if their name is on the electoral roll.

In addition, for those who were absent on June 23, the commission urged them to register to vote by post or by proxy. In 2014, in the final weeks before Scotland’s referendum on whether to leave or remain in the United Kingdom, the number of registered voters surged to nearly 140,000, but about 11,000 registered too late or missed the deadline.

The pro-EU camp has welcomed the campaign, saying it will provide information about the vote directly to young people, a group believed to support remaining in the EU but not on the voter rolls or not voting.

On the evening of May 14, opposition Labour Party leader Jeremy Corbyn also called on young British people to register as voters to contribute their voices in the referendum, exercising each person's right to vote.

Campaigning in his Oxford constituency, British Prime Minister David Cameron stressed that people have only 40 days to decide whether to leave or stay in the EU, calling it "the choice of a generation."

Mr Cameron stressed that Britain's exit from the EU and its single market would push the British economy into crisis, citing warnings from the International Monetary Fund (IMF), the UK Treasury, the Bank of England and the London School of Economics about the potential economic damage that "Brexit" would cause.

Meanwhile, former London Mayor Boris Johnson, a member of Mr Cameron's Conservative Party, affirmed that the British economy will "prosper and prosper like never before" once the country leaves the EU and has full control over the economy./.

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