Moroccan Political Parties Intensify Market and Digital Campaigns Ahead of Legislative Elections

Political parties in Morocco are ramping up campaign efforts ahead of the legislative elections on September 23, which will determine the country's next government. Twenty-seven political parties are competing for 395 seats in the House of Representatives as the nation faces rising living costs, strain on public services, and high youth unemployment, which stands at 37.3 percent for individuals aged 15 to 24.

Party headquarters, busy city neighborhoods, and local markets have been converted into election command centers. Campaign workers navigate crowded streets using loudspeakers, music, and leaflets to engage Morocco’s 15.8 million registered voters.

“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 the Medina-Sidi Youssef Ben Ali district, speaking to Al Jazeera.

While physical headquarters act as hubs, Jawad al-Shafdi, head of the Moroccan Observatory for Political Participation, noted that a party's success ultimately depends on its community roots, candidate strength, local networks, and direct and digital communication strategies.

Candidates like Fatima al-Tamni of the Left Alliance in the Ain Sebaa – Hay Mohammadi district in Casablanca emphasized the importance of meaningful engagement rather than superficial displays, aiming to address issues such as transport, housing, and pollution.

Similarly, Youssef Ait Sidi Said, a political activist with the Progress and Socialism Party in the Chichaoua province, stated that digital platforms help reach younger demographics, though they complement rather than replace traditional field communication and direct listening.