While many candidates for mayor in London are visiting homes and setting up signs, Mustafa Zeboon is choosing a different route.
This newcomer has centered his campaign on social media, sharing short videos aimed at grabbing attention before he introduces himself and shares his vision for the city.
Zeboon is among 12 certified candidates competing for mayor in London’s municipal election on Oct. 26, and at just 24 years old, he seems to be the youngest contender in the race. Unlike many others relying on traditional campaign methods, Zeboon states that social media will be his main tool to connect with voters.
“I think the time of older people making decisions about what young people want is over. I’m here to voice what young people desire,” said Zeboon. “I’m bringing a fresh viewpoint because it takes someone young to understand what young people need.”
Zeboon, who promotes his campaign as “Zebuun,” decided to run for mayor after spending several years studying information technology in Japan.
Upon returning to London, he felt frustrated by what he saw as a lack of progress on issues such as homelessness and addiction, public transport, road construction, and property taxes.
“[It felt like] not much has changed here for years. I have some bold ideas, but I believe I can make an impact,” Zeboon said.
To kick off his campaign, Zeboon released a video that he hoped would go viral.
“We tried to make it as silly as possible just to see if it would catch on since memes do well online, and it worked,” he said, noting that the clip got over 500,000 views.
A frame from one of Zeboon’s videos, in which he pitches a vision for a revitalized downtown core. (zebuunformayor/Instagram)
Since then, platforms like Instagram Reels and Tik Tok have become key tools for him to engage with voters.
“I’m someone who stays current with trends. I don’t just rely on traditional methods,” he said. “Social media is likely your best avenue for outreach. Attention is currency.”
He mentioned that social media also enables him to interact directly with residents through comments and messages while showcasing local businesses and community groups.
Campaign Focused on Policies
A lot of Zeboon’s videos highlight policy ideas.
One promotes light rail transit as a long-term solution for London’s transportation problems. The city had dropped earlier plans for light rail in favor of building a bus rapid transit system that’s still under development.</P
An additional video critiques how London handles road construction.</P
“I think we have too much construction popping up everywhere; letting it drag out over years isn’t how I’d manage a city,” Zeboon stated. “I’d prefer a more focused approach-work on one area at a time with everyone involved-and get things done overnight if necessary.”</P
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Zeboon didn’t detail how focusing projects within one area or extending overnight work might influence costs or traffic management schedules.
Among other proposals, he’s pushing for a city-wide online job board linking employers with job seekers while verifying job postings’ authenticity.
The issue Zeboon considers most urgent is homelessness.
“What the city is doing isn’t working,” he mentioned.
Zeboon plans to enhance cooperation among social service agencies while expanding supportive housing options and preventing homelessness from occurring in the first place. He acknowledged these efforts would need collaboration from community organizations and various government levels.
‘Teamwork Matters,’ Says Zeboon
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Zeboon admits he’d bring limited political experience into office but believes collaboration could be one of his strong points.
“What I may lack individually in experience can be compensated by having skilled individuals on my team who fill those gaps,” he stated. “Teamwork matters greatly when you’re operating within a city-you must consider everyone’s opinions.”</P
The emphasis his campaign places on social media carries some risk too.
This strategy heavily relies on reaching younger voters who’ve historically participated less than older Canadians during elections; Elections Canada reported only 56 percent voter turnout among eligible voters aged 18-24 during the 2025 federal election.
<p. Still., Zeboon feels confident that his approach will resonate well:
“People my age-those in their twenties and thirties-are hoping for change through me,” he expressed confidently.” This demographic gets what I’m saying.”
Zeboon’s complete platform can be found on his campaign website.
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