For the first time, the Independent Electoral Commission will be integrating social media into its 2014 election campaign.
The commission's spokesperson, Kate Bapela, was buzzing with excitement after the organisation's campaign launch on October 9.
"We launched our social-media campaign in 2011 but we were just testing the ground," she told the Mail & Guardian.
The commission has dedicated six people to the task in the run-up to the elections.
"We are very aggressive; we are not playing marbles here!" said Bapela.
The commission is battling with the low registration rate among young South Africans, the so-called "born-frees" who were born after the advent of democracy.
"We are chasing that 16- to 29-year-old group," she said.
"At most, 10% of them are registered across the whole country. Surely that can't be right."
Whereas the commission's chairperson, Pansy Tlakula, berated youngsters for taking their freedom for granted, Bapela was more philosophical.
"We understand; we were there when voting and all these funny things did not matter."
The commission has just concluded a voter-education week at schools. It is hoped that teenagers will be inspired to care about their democracy.
"It was incredible," said Bapela.
"Young people are switching on to the importance of a constitutional democracy."
The commission also has a MXit app, accounts on Facebook and Twitter, a mobile website and a text-message line.
At the launch, the organisation revealed a new logo with the slogan "I X SA" ["I vote South Africa"].
According to Bapela, it was inspired by grassroots research that found one thing that united South Africans across colour, age and gender lines was a love for the country.
Accordingly, the organisation's broadcast, print, billboard and social-media campaign will feature a series of real South Africans saying something affirming about "their South Africa".
"It's old , it's young, it's black, it's white – you're going to love it," said Bapela.