Widespread electoral participation is a foundational element of a healthy democracy and an important mechanism by which voters exercise governance oversight. Existing work attributes low voter turnout in developing countries either to poor voter knowledge or to disillusionment with flawed electoral institutions. Yet turnout often remains low and sometimes declines as democracy matures, despite voters gaining basic knowledge about, and trust in, electoral processes. This problem is particularly acute in young urban communities. This study considers a driver of participation not previously explored in developing countries — the motivation to vote stemming from the intrinsic value of the act itself. In this paper we present preliminary evidence from survey data, focus groups, and a large-scale pilot experiment in South Africa that, taken together, suggest that a lack of motivation may be an important constraint on the political participation of young urban voters. We examine the relative efficacy of informational messages about how, when, and where to vote; motivational messages about why voting is important; and a combination of both, on voter registration and turnout. We hope to expand this work into a field experiment targeting 6,000 youth in urban Gauteng, South Africa. In concert with South Africa’s Independent Electoral Commission (IEC), Activate!, a network of youth leaders, and JPAL-Africa, the broader study will produce actionable evidence to improve outreach, bolster participation, and improve governance in South Africa and similar developing countries.