The political show making local candidates answer to the public

In 2019, Sam Somers ran for the Greater Wellington Regional Council. He spent his evenings in town halls listening to residents’ concerns about public transport. As voting day approached it became clear that many of his friends hadn’t attended a single forum. Some didn’t know how to complete their ballot papers and others weren’t sure which council they were voting for.

That experience sparked the idea for It’s in the Ballot, a show that would take the candidate forum format into town halls across Aotearoa New Zealand, add livestreaming, and make it accessible to anyone. With a nod to the Kiwi game show It’s in the Bag, and a name coined by campaign manager Mel Short, the concept quickly found its identity.

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As local democracy faces growing disengagement It’s in the Ballot has become one of the most ambitious local election projects in the country aiming to hold power to account and reconnect voters with the process.

Image: Behind the scenes of a live taping of It’s in the Ballot, showing the production setup. Co-host of the Order Paper Podcast Laura Te Kiwi-Birb behind moderators desk - (Supplied)

A better way to engage with local politics

It’s in the Ballot will feature debates across 18 city and district councils and 4 regional councils this year. Over 47 days, each debate will be tailored to the specific race. Mayoral candidates, ward contenders with others in their ward, and community board hopefuls getting their own spotlight.

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The format is consistently structured. In the first half, candidates draw numbered question boxes and respond on the spot. They can use two “Butt In” cards to challenge another speaker or one “Defer” card to skip a question. The second half is more direct: one key question asked to everyone with no interruptions allowed.

All candidates will be asked how they plan to vote in their council’s Māori ward referendum.

Somers says it’s one of the most important issues for voters. “People want to know where a candidate stands on that before anything else.”

Image: It's in the Ballot is funded by everyday New Zealanders through their Givealittle page, powered by grassroots donations to keep local democracy accessible and transparent - (Supplied / screenshot Givealittle site)

The show runs on donations from everyday New Zealanders through a Givealittle page. There are no corporate backers, no advertising deals. Just grassroots support from people who believe in accessible democracy. Merchandise is primarily sold online and is used both as a fundraising tool and a way to build community around the show.

Volunteers step up to help with lighting, sound, and camera work. The result is a show that feels grounded in local values and open to anyone who wants to be part of it.

It’s in the Ballot is a pro-democracy non-profit driven by one goal: making sure every voter has the opportunity to hear directly from the people who want to represent them.

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Video: Tauranga Mayoral Race 2024 – Tauranga City Council

Since launching with just eight shows during the 2020 General Election, the project has grown rapidly. In 2022, it produced 34 local body debates. In 2023, 31 more followed during the general election. By 2024, it delivered 14 debates in the Tauranga City Council special election and four more covering three local body by-elections. Each step has built toward a bigger, bolder mission.

“We do it on the smell of an oily rag,” Somers says. “But that also means no one’s steering the content. The questions come from the community. The focus stays on the races that often get ignored.”

Image: Candidates take their seats during a live filming of It’s in the Ballot, Whanganui Electorate in 2023. The show puts local candidates face to face with community-submitted questions, promoting transparency and accountability in local democracy - (Supplied / screenshot from YouTube)

Reaching every voter

Streaming the show online has opened the debates to people across the country. Whether someone is in a city or a rural township they can watch live or catch up later. The debates air on YouTube, Facebook, Twitch, and TikTok. Each platform reaches different generations and communities giving the show a diverse audience viewership.

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The show is largely focused on Māori voices and dedicated debates for Māori ward candidates. It’s about making sure no one is left out. Past shows’ viewership has been strong in places like Whanganui where local residents shared the debates widely.

“If you’re in a rural area or Māori community, you should still be able to hear from the people who want to represent you,” Somers says.

Image: Host of It's in the Ballot Sam Somers moderates a local candidate forum live - (Supplied)

Challenges along the way

After a few scheduling headaches in 2022, the team started planning early this this year. Venue clashes, double bookings, and no-shows created obstacles they wanted to avoid. Every day is mapped out well in advance.

Fairness is built into the structure of the show. If there are eight candidates, the team uses sixteen or twenty-four of the twenty-eight question boxes so everyone speaks equally. No one gets more time than anyone else.

Somers reflected on some of the most memorable moments which come from unexpected places. In Tauranga, candidates were eager to join. Sitting councillors showed up just to watch. His long-term vision is even broader.

It’s in the Ballot will cover all seventy-one general election electorates giving voters a clear view of their local candidates — not just the party leaders.

“That’s when we knew we were onto something. Democracy works best, when everyone gets to see what’s on offer,” Somers says.

The show gives voters a chance to meet every candidate on their ballot, offers each one a fair shot to be heard, and brings the town hall into homes.

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Video: Trailer for the It’s in the Ballot Election 2025 roadshow

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