The project explored the persuasive power and ethical risks of political microtargeting, the use of behavioural data, psychometrics, and algorithms to tailor political messages to individuals.

The author created an interactive simulation in which users followed Alex Thompson, a fictional suburban voter, through a campaign journey. Participants took a short personality test based on the OCEAN model (Openness, Conscientiousness, Extraversion, Agreeableness, Neuroticism), after which they were shown tailored political ads aligned with their dominant traits.

The goal was twofold:

• To demonstrate how targeting works in practice, making a complex, abstract concept tangible.

• To raise awareness of ethical concerns, including manipulation, privacy, and the potential for dark patterns that undermine democratic processes.

The simulation placed participants not just as observers but as decision-makers, asking them to reflect on how personalisation shapes opinions, reinforces biases, and influences behaviour.

This project combined behavioural science, multimedia design, and critical reflection, showing how interactive formats can both educate and provoke debate on urgent societal issues.