Purpose and Audience in an Editorial

Read the following passage from an editorial discussing the importance of voting in local elections. Consider the author's purpose and intended audience.

'Every year, countless citizens overlook the critical role they play in shaping their community by neglecting to vote in local elections. These elections determine who will make decisions on public funding, education, and law enforcement. It is essential for every eligible voter to understand that their voice matters and can lead to significant changes in their neighborhoods.'

What is the primary purpose of this passage?