Breaking down the apathy of young people towards voting in council elections is the herculean task facing Matt Cowley.
The 29-year-old policy analyst is the first new face to announce his intention to run for a seat on Tauranga City Council.
He might not be old but he intends to be whacky and wise in trying to turn around the attitudes of his generation to elections.
Getting in early, nearly five months before voting papers were mailed out, meant a long campaign to develop a groundswell in which he hoped young people would became curious about participating in the democratic process.
"Young people are far more powerful than they would ever imagine. If I can invoke that curiosity, then I would have considered myself successful. A nice consolation prize would be to be voted on to the council."