Raising the voter turnout
for the European Elections 2024
EU Elections Campaign 2024
The Challenge
Pass it on
The European Elections 2024 were to be held in the context of two wars, a rise in political extremism, and a global decline in freedoms and democracy.
Together with The European Parliament, we needed to create a campaign that could raise awareness about the importance of democracy and voting across all 27 member states of the European Union. The campaign had to engage voters by sparking conversations and maximizing visibility through earned media.
The question was how to create a campaign that addresses politically sensitive issues, can be approved in a political organization, and ultimately mobilizes Europeans to vote, regardless of their political beliefs?
EU Elections Campaign 2024
The Solution
Pass it on
The campaign is built on the insight, that democracy is a collective responsibility - not towards a political idea or a specific cause - but towards each other. And collective responsibilities are not a burden to bear. We just need to be reminded of who we do it for.
To remind Europeans, we tapped into our collective past, present, and future through the intimate relationship between grandparents and grandchildren - and as a viewer we become a secondary recipient of the advice that the grandparents pass on to the next generation.
The four minute centerpiece of the campaign told an emotionally engaging story and made it possible for the idea to cross into various channels and media.
EU Elections Campaign 2024
The Results
Pass it on
Media results
+339 million completed views. Nearly 2 in 3 finished the film, when seeing it online, and the storytelling traveled to other media and formats. The earned reach was massive.
- 397 national broadcasting channels aired the campaign for free (earned media worth €+33.6M).
- 898 European cinemas screened the film (earned exposure for +15 million guests).
- +10,000 multipliers and organizations engaged.
- The campaign had 1,051 editorial mentions and 1.06 billion impressions.
Behavioral results
The behavioral effects of the campaign were measured in the EU Post-Electoral Survey 2024 by Verian. 26,349 qualitative interviews were conducted, and results were weighted according to the population of each country.
- 48 % talked about the campaign with relatives and friends.
- 29 % themselves say that the campaign impacted their decision to vote.
- 45 % higher voter turnout for those who recall the campaign. A very significant 20 points difference between the two groups.
