Morocco's Election Campaign: When Street Politics Meets Digital Democracy

On the Streets and Online: The New Face of Moroccan Campaigning

As Morocco prepares for its parliamentary elections on September 23, political parties are throwing everything they've got at the challenge of winning over a population grappling with economic instability, rising youth unemployment, and shifting expectations about governance. What I've observed in the field is not just a typical campaign—it's an evolving political ecosystem where tradition meets innovation.

At first glance, it looks like any election season. Trucks adorned with banners roll through markets, loudspeakers blare campaign slogans, and leaflets flutter from hands as parties try to make their voices heard in the noise of everyday life. But what lies beneath this familiar spectacle is a deeper transformation—one that reflects how Morocco's political landscape is redefining itself, especially in response to growing digital engagement.

"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," said al-Wali al-Shtouki, campaign manager for the Justice and Development Party (PJD) in Medina-Sidi Youssef Ben Ali district.

His words are emblematic of a new approach: one that recognizes that mobilization must be strategic. It's no longer enough to simply show up at a rally or post a message online—political parties now need to understand the dynamics of where people gather, what they talk about, and how they expect to be heard.

The Power of Place: Campaigns Rooted in Local Reality

One of the most striking aspects of Morocco's electoral process is its reliance on physical spaces. In a country where access to information can vary greatly by region, parties are adapting their methods accordingly. For example, in rural communities like Ait Ikkou in Khemisset, campaign events are held at weekly souks—places where people gather not just for commerce but for community connection.

In these settings, parties aren't just promoting policies—they're building trust. In the words of Jawad al-Shafdi, head of the Moroccan Observatory for Political Participation: "In the Moroccan case, the strength of the candidate, their local extension, their network of relationships, and their electoral record also play essential roles."

It's a reminder that even in the digital age, personal connections still matter. A well-known face or a familiar voice can be more effective than any advertisement if it comes from someone who has already made an impression.

Listening to the People: The Rise of Direct Engagement

This emphasis on direct communication is not only about reaching voters—it's about truly understanding them. Fatima al-Tamni, a candidate for the Left Alliance in Casablanca, makes this point clearly:

"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."

This isn't just a political slogan—it's a deliberate shift toward transparency and accountability. And yet, it raises important questions: How do you balance listening with delivering? How do you maintain momentum across regions with vastly different needs?

Where Digital Meets the Real World

While street-level campaigns remain central to Morocco's electoral process, digital platforms are increasingly shaping how parties engage with citizens. Youssef Ait Sidi Said, a political activist from the Progress and Socialism Party in Chichaoua, underscores this dual reality:

"Digital platforms allow reaching broad groups, especially youth, and grant them the possibility to interact, ask questions, and express their opinions. However, we do not consider that digitisation can replace direct communication. On the contrary, we see that each tool has its function."

His perspective reflects a growing awareness among political actors that technology alone cannot substitute for face-to-face engagement. But digital tools are proving instrumental in capturing younger demographics who may not attend rallies or visit party headquarters regularly.

The Challenge Ahead: Mobilization vs. Mandate

Ultimately, the real test of Morocco's democratic development lies not just in who wins seats—but how effectively parties translate organizational energy into electoral outcomes. As al-Shafdi pointed out, "Winning votes is achieved through a more complex system that combines party organisation, candidate strength, local extension, networks of elected officials, direct and digital communication, in addition to the party's image and political offering."

This complexity means that no single strategy will guarantee success. Parties must navigate an intricate web of cultural expectations, generational differences, urban-rural divides, and regional challenges—all while keeping up with fast-changing communication norms.

For my part, I'm watching closely to see how this interplay between tradition and innovation plays out in the coming weeks. Because behind every slogan and poster lies a story of political will, voter hopes, and perhaps more importantly, the future of democratic accountability in Morocco.