The second phase of a Eurodesk campaign aimed at encouraging young people to vote in the 2024 EU elections.
THE CHALLENGE
While the first phase of the campaign focused on informing young Europeans about why and how to vote in the European Parliament elections, the second phase aimed to deliver a simpler message: “Go vote! It’s happening now!” The challenge was to remain consistent with the overall campaign message while standing out again after several months of communication.
THE SOLUTION
I suggested to disrupt the campaign’s visual and narrative consistency deliberately. While the first phase relied heavily on illustrations, delivered messages about civic engagement, and placed the European community at its centre, the second phase featured staged photography, portraying individual situations in a fun and apolitical way.
I suggested to disrupt the campaign’s visual and narrative consistency deliberately. While the first phase relied heavily on illustrations, delivered messages about civic engagement, and placed the European community at its centre, the second phase featured staged photography, portraying individual situations in a fun and apolitical way.
The message of the first phase was: “Don’t let others choose for you.” The second phase invited young people to imagine what would happen if they let others decide for them in everyday situations. The underlying message being: “If you wouldn’t let that happen in ordinary situations, why would you allow it in important ones?”