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Ymwybyddiaeth Y Cyhoedd Yn Etholiadau 5 Mai 2016 a Refferendwm Yr UE

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Ymwybyddiaeth Y Cyhoedd Yn Etholiadau 5 Mai 2016 a Refferendwm Yr UE Ymwybyddiaeth y cyhoedd yn etholiadau 5 Mai 2016 a refferendwm yr UE Adolygiad o'r gweithgarwch yn ymwneud â chodi ymwybyddiaeth y cyhoedd a gynhaliwyd gan y Comisiwn Etholiadol a sefydliadau eraill Medi 2016 Cyfieithiadau a fformatau eraill I gael gwybodaeth am sut i gael y cyhoeddiad hwn mewn iaith arall, neu mewn print bras neu Braille, cysylltwch â'r Comisiwn Etholiadol: Ffôn: 020 7271 0500 E-bost: [email protected] Rydym yn gorff annibynnol a sefydlwyd gan Senedd y DU. Rydym yn rheoleiddio cyllid pleidiau ac etholiadau ac yn gosod safonau ar gyfer etholiadau a gynhelir yn dda. Rydym yn gweithio i gefnogi democratiaeth iach, lle y seilir etholiadau a refferenda ar ein hegwyddorion sef ymddiriedaeth, cyfranogiad a dim dylanwad gormodol. 2 Cynnwys Rhif tudalen Rhagair 4 Crynodeb gweithredol 5 1 Ymgyrch mis Mai 2016 …....................................................... 13 Amcanion…............................................................................... 13 Cipolwg ar y gynulleidfa…......................................................... 13 Strategaeth…............................................................................. 14 Y lluoedd arfog…....................................................................... 32 Gweithredu…............................................................................. 33 Partneriaeth â Channel 4…....................................................... 27 Gweithgareddau partneriaeth…................................................. 33 Sefydliadau eraill …................................................................... 40 Gweithgareddau yn y wasg a chysylltiadau cyhoeddus…......... 44 Canlyniadau…............................................................................ 50 2 Ymgyrch refferendwm yr UE…................................................ 54 Cefndir…..................................................................................... 54 Amcanion…................................................................................ 55 Cynulleidfaoedd…....................................................................... 55 Strategaeth….............................................................................. 55 Gweithredu….............................................................................. 56 Dinasyddion y DU dramor…....................................................... 64 Aelodau'r lluoedd arfog dramor…............................................... 66 Partneriaethau…......................................................................... 69 Sefydliadau eraill ........................................................................ 73 Gweithgareddau yn y wasg a chysylltiadau cyhoeddus….......... 81 Canlyniadau…............................................................................ 83 3 Dadansoddi perfformiad yn y cyfryngau 88 …............................ 4 Gwersi, cyfleoedd ac argymhellion......................................... 106 Atodiadau….............................................................................. 109 3 Rhagair Mae'r adroddiad hwn yn nodi'r gwaith helaeth rydym wedi'i wneud eleni i godi ymwybyddiaeth y cyhoedd, gan gynnwys y prif ymgyrchoedd a gynhaliwyd gennym cyn yr etholiadau ym mis Mai a refferendwm yr UE. Mae hefyd yn cynnwys enghreifftiau gwych o waith gan sefydliadau eraill, awdurdodau lleol a channoedd o sefydliadau cyhoeddus, preifat ac elusennol eraill sy'n gwneud llawer iawn o waith er mwyn annog pobl i gymryd rhan mewn digwyddiadau etholiadol, ac ry’n ni’n ddiolchgar am eu cydweithrediad. Mae'r adroddiad hwn wedi'i fwriadu ar gyfer gweithwyr proffesiynol ym maes cyfathrebu sydd am ddysgu o'n dull gweithredu o ran cynllunio, cyflawni a gwerthuso ymgyrchoedd ac unrhyw un arall sydd am wybod am yr hyn a wnawn i hyrwyddo cyfranogiad mewn etholiadau a refferenda. Mae cwblhau gwerthusiad trylwyr o’n gweithgarwch a'i rannu'n eang yn ffordd o ychwanegu at yr adenillion ar fuddsoddiad o'r hyn a wnawn. Rwy'n falch o'r gwaith y mae ein tîm wedi'i wneud eleni a'r awydd cyson i barhau i ddysgu a rhoi cynnig ar bethau newydd – naill ai drwy ychwanegu elfen at ein hymgyrchoedd, fel ein menter #ReadyToVote i annog pobl ifanc 16 ac 17 oed yn yr Alban i gymryd rhan mewn ymgyrchoedd cofrestru yn yr ysgol, neu newid y ffordd rydym yn cyflawni rhywbeth fel profi amrywiaeth o negeseuon yn ein hysbysebion digidol er mwyn gweld beth sy'n gweithio orau. Hoffwn ddiolch i Channel 4 a Lime Pictures, sef cynhyrchwyr Hollyoaks, am y profiad rhagorol a gawsom yn cydweithio â nhw er mwyn ffilmio ein hysbyseb teledu gyda rhai o sêr y rhaglen. Diolch hefyd i Twitter, Facebook a'n holl bartneriaid eraill am dderbyn yr her a defnyddio cwmpas anhygoel eu holl lwyfannau er mwyn atgoffa pobl i gofrestru. Drwy werthuso ein hymgyrchoedd, gallwn edrych yn ôl er mwyn edrych ymlaen. Rydym am ganolbwyntio ar barhau i weithio'n well mewn partneriaeth, gan gynnwys cydweithio hyd yn oed yn agosach â thimau cyfathrebu mewn awdurdodau lleol sydd mewn sefyllfa dda i roi hwb i'r hyn a wnawn yn genedlaethol drwy weithgareddau lleol wedi'u targedu; mireinio'r ffordd rydym yn defnyddio dealltwriaeth o ymddygiad i ffurfio strwythur a negeseuon ein hymgyrchoedd; a pharhau i wella'r ffordd rydym yn monitro ein hysbysebion digidol ac yn sicrhau eu bod mor effeithiol â phosibl ar ôl iddynt gael eu rhoi ar waith. Emma Hartley Pennaeth Ymgyrchoedd y Comisiwn Etholiadol 4 Crynodeb gweithredol Diben yr adroddiad hwn Rydym yn cyhoeddi'r adroddiad hwn fel rhan o'n hymrwymiad i dryloywder drwy gynnal adolygiad o'r ymgyrchoedd codi ymwybyddiaeth y cyhoedd a gynhaliwyd gennym yn 2016 a pha mor llwyddiannus yr oeddent. Mae'n dilyn yr adroddiad a gyhoeddwyd yn 2015 yn dilyn Etholiad Cyffredinol Senedd y Deyrnas Unedig (y DU).1 Mae hefyd yn cynnwys enghreifftiau o weithgareddau gan sefydliadau eraill. Gobeithiwn y bydd cyhoeddi'r wybodaeth hon yn helpu i rannu gwersi a'u cymhwyso at ymgyrchoedd yn y dyfodol, gyda'r nod o hybu cyfranogiad mewn etholiadau a refferenda. Ein hymgyrchoedd codi ymwybyddiaeth y cyhoedd Cyn etholiadau mis Mai 2016 a refferendwm yr UE, gwnaethom gynnal ymgyrchoedd codi ymwybyddiaeth y cyhoedd amlgyfrwng er mwyn annog pobl i gofrestru i bleidleisio a sicrhau bod ganddynt y wybodaeth angenrheidiol i fwrw eu pleidlais yn hyderus. Etholiadau Mai 2016 Ar 5 Mai 2016, cynhaliwyd yr etholiadau canlynol yn y DU: Lloegr (ac eithrio Llundain): Etholiadau ar gyfer Comisiynwyr yr Heddlu a Throseddu, etholiadau i 124 o gynghorau lleol, ac etholiadau maerol ym Mryste, Lerpwl a Salford Llundain: Etholiadau Maer Llundain a Chynulliad Llundain Gogledd Iwerddon: Etholiad Cynulliad Gogledd Iwerddon Yr Alban: Etholiad Senedd yr Alban Cymru: Etholiadau ar gyfer Cynulliad Cenedlaethol Cymru a Chomisiynwyr yr Heddlu a Throseddu 1 Darllenwch adroddiad gwerthuso llawn 2015 ar ein gwefan. 5 Hon oedd y nifer fwyaf erioed o etholiadau a gynhaliwyd ar yr un diwrnod yn y DU. Roedd yr etholfraint ar gyfer yr holl etholiadau a drefnwyd ar 5 Mai yn defnyddio cofrestri etholiadol awdurdodau lleol, sy'n cynnwys dinasyddion cofrestredig o Brydain, Iwerddon a'r Undeb Ewropeaidd, a dinasyddion cymwys o'r Gymanwlad, sy'n byw yn y DU. Hon oedd y set gyntaf o etholiadau ers i'r etholfraint ar gyfer etholiadau llywodraeth leol a Senedd yr Alban gael ei hymestyn yn yr Alban i gynnwys pobl ifanc 16 ac 17 oed. Ar gyfer etholiadau yng ngweddill y DU, yr isafswm oedran pleidleisio yw 18 oed. Hon oedd y set fawr gyntaf o etholiadau ers diwedd y newid i gofrestriad etholiadol unigol (IER) ym Mhrydain Fawr. Daeth y trefniadau newid i ben ym mis Rhagfyr 2015, gan olygu bod unrhyw un nad oedd wedi cofrestru'n unigol erbyn hynny yn cael ei dynnu o'r cofrestri etholiadol. Yr ymgyrch Nod yr ymgyrch oedd cyrraedd unrhyw un nad oedd wedi cofrestru i bleidleisio, a'r cynulleidfaoedd allweddol oedd pobl a oedd wedi symud cartref yn ystod y flwyddyn ddiwethaf (pobl a oedd wedi symud cartref); pobl a oedd yn byw mewn llety rhent (rhentwyr); pobl 18-24 oed; pobl 16 ac 17 oed yn yr Alban; myfyrwyr; pobl o rai cymunedau pobl dduon a lleiafrifoedd ethnig; ac aelodau'r lluoedd arfog. Nid oedd dinasyddion y DU sy'n byw dramor yn gymwys i bleidleisio mewn unrhyw rai o'r etholiadau a gynhaliwyd ym mis Mai, ac felly ni chawsant eu targedu. Darlledwyd yr hysbysebion ar y teledu, ar y radio ac ar-lein (chwiliadau Google, cyfryngau cymdeithasol a hysbysebion arddangos) yn y DU, yn ogystal â hysbysebion awyr agored ac yn y wasg yng Ngogledd Iwerddon a llyfrynnau gwybodaeth i bleidleiswyr yng Nghymru a'r Alban. Ategwyd hyn gan weithgarwch partneriaeth a chysylltiadau cyhoeddus, yn ogystal â gwaith gan sefydliadau eraill ledled y DU, er mwyn annog pobl i gofrestru i bleidleisio. Gwnaethom hefyd gynhyrchu fideo gwybodaeth byr wedi'i animeiddio ar gyfer pob un o'r etholiadau a gynhaliwyd a oedd yn esbonio sut i bleidleisio, a gwnaethom eu hyrwyddo ar Facebook. Gwnaethom hefyd gynnal ymgyrch a oedd yn targedu aelodau'r lluoedd arfog, a ategwyd gan weithgarwch partneriaeth. Targedau a chanlyniadau Gwnaethom osod targedau ar gyfer y canlynol: 6 nifer y ceisiadau2 i gofrestru i bleidleisio a gyflwynwyd ar-lein yn ystod cyfnod yr ymgyrch, o adeg dechrau ein hysbysebion teledu ar 14 Mawrth hyd at y terfyn amser ar gyfer cofrestru, sef 18 Ebrill (Prydain Fawr yn unig); nifer yr ychwanegiadau3 at y gofrestr yn ystod cyfnod yr ymgyrch; lefel adnabyddiaeth y cyhoedd o'r ymgyrch. Nid oes modd cofrestru ar-lein yng Ngogledd Iwerddon ar hyn o bryd. Felly, dim ond targed ‘ychwanegiadau at y gofrestr’ sydd gennym
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