Political parties in Morocco are intensifying their campaign efforts ahead of the legislative elections scheduled for September 23, which will determine the country's next government. Twenty-seven political parties are competing for 395 seats in the House of Representatives, with the elections occurring at a critical time for Morocco. Key issues being discussed include rising living costs, pressure on public services, and high youth unemployment, which currently stands at 37.3 percent for Moroccans aged 15 to 24.
Party headquarters across Morocco, as well as bustling city neighborhoods and markets, have been transformed into centers for election activities. Campaign teams are actively engaging with the public, utilizing loudspeakers, music, and leaflets to attract the attention of the 15.8 million registered voters.
Al-Wali al-Shtouki, campaign manager for the Justice and Development Party (PJD) in the Medina-Sidi Youssef Ben Ali district, explained the strategic approach to communication. He stated, "We choose communication locations carefully; we start from a field map where we define the spaces where citizens meet naturally, then we divide the team according to tasks between direct communication and recording observations." He emphasized the importance of gathering feedback from the community to guide campaign efforts.
Jawad al-Shafdi, head of the Moroccan Observatory for Political Participation, noted that a party's success is closely tied to its local connections and the strength of its candidates. He remarked, "The strength of the candidate, their local extension, their network of relationships, and their electoral record also play essential roles." Al-Shafdi highlighted that effective electoral mobilization involves a combination of party organization, candidate strength, and communication strategies.
Fatima al-Tamni, a candidate for the Left Alliance in the Ain Sebaa – Hay Mohammadi district in Casablanca, stressed the importance of direct voter engagement. She stated, "We do not want to speak to the citizen from above, nor turn the campaign into a festival of pictures and slogans… We want to speak with them in clear language, and hear from them before we speak in their name."
Youssef Ait Sidi Said, a political activist with the Progress and Socialism Party in Chichaoua province, commented on the evolving nature of campaigning. He noted, "For the party, this campaign is no longer just a specific period to introduce candidates and the electoral programme, but has become an opportunity for direct and continuous communication with the population and listening to their concerns and expectations." Ait Sidi Said also acknowledged the role of digital platforms in reaching younger voters while emphasizing that direct communication remains essential.
He concluded, "Field communication allows direct listening to the citizen, while digital platforms allow expanding the reach, interaction, and documenting activities."