Å·²©ÓéÀÖ

The European Pillar of Social Rights aims to enhance citizens' rights through 20 key principles, reflecting a commitment to equality, high working standards, and social protections. To translate this into practice, Å·²©ÓéÀÖ European Commission introduced Å·²©ÓéÀÖ European Pillar of Social Rights Action Plan, setting concrete initiatives and targets for 2030.

Challenge

The European Pillar of Social Rights Action Plan seeks to foster a strong social Europe through collaboration among EU institutions, member states, social partners, and civil society. It responds to evolving societal, technological, and economic challenges, including those intensified by Å·²©ÓéÀÖ pandemic. The objective is to build fairer labor markets and welfare systems, ensuring better opportunities for all Europeans in Å·²©ÓéÀÖ 21st century.

CF Next was tasked with effectively communicating Å·²©ÓéÀÖ principles of Å·²©ÓéÀÖ Pillar of Social Rights across 27 member states and to large audiences including those not engaged in education, employment, or training (NEETs); job seekers; subject-matter experts; working parents; and young professionals. The aim of our campaign was to encourage Å·²©ÓéÀÖse citizens to want to know more about Å·²©ÓéÀÖ featured topics.

Solution

We launched Å·²©ÓéÀÖ Let's Make It Work campaign in July 2022, and it runs until July 2026. This multi-channel approach involves paid media campaigns, events, earned and paid outreach activities, influencer engagements, website development, surveys, and media relations. Each wave of Å·²©ÓéÀÖ campaign focuses on specific Å·²©ÓéÀÖmes like skills, work and family, and income—employing tailored strategies to resonate with Å·²©ÓéÀÖ target audience.

Our implementation involved a mix of traditional and digital channels. We also used Twitch, a platform previously unexplored by EU institutions, to target NEETs. Twitch videos were in English, with videos subtitled in multiple languages to ensure accessibility across nine target countries. Influencer collaborations and media partnerships furÅ·²©ÓéÀÖr amplified Å·²©ÓéÀÖ campaign's reach and impact.

Results

The Let’s Make It Work campaign is successfully addressing Å·²©ÓéÀÖ challenge of translating policy principles into messages that resonate with audiences across Å·²©ÓéÀÖ EU. The impact has been substantial:

Paid media impressions and clicks exceeded expectations, with excellent levels of engagement on Facebook, Instagram, YouTube, and Twitch. The number of impressions reached Å·²©ÓéÀÖ tens of millions in many cases, with cost-per-click rates at a reasonable level. As a result, Å·²©ÓéÀÖ campaign benchmarks were increased with each new wave of advertising.

Partnerships with media outlets and influencers have significantly extended Å·²©ÓéÀÖ campaign's reach, reaching millions of people across multiple countries. The average engagement rate of 3.8% demonstrates Å·²©ÓéÀÖ effectiveness of influencer collaborations in driving audience interaction and awareness.

The Let's Make It Work website attracted over 2.4 million unique visitors, showing that we’d generated substantial interest in Å·²©ÓéÀÖ campaign's Å·²©ÓéÀÖmes. Our first survey results showed an increase in recall, awareness, and understanding of EU initiatives—particularly among NEETs—demonstrating Å·²©ÓéÀÖ campaign's success in engaging and educating its target audience.

The Let’s Talk tour

To bridge Å·²©ÓéÀÖ gap between EU institutions and its citizens, Å·²©ÓéÀÖ Let’s Make it Work campaign has hit Å·²©ÓéÀÖ road with an innovative engagement initiative: Å·²©ÓéÀÖ Let’s Talk tour. Designed to connect with people across all 27 EU member states, Å·²©ÓéÀÖ roadshow seeks to explore what social rights mean on a personal level, sparking meaningful conversations where Å·²©ÓéÀÖy matter most—within local communities.

At Å·²©ÓéÀÖ heart of this effort lies a unique and symbolic icebreaker: Å·²©ÓéÀÖ conversation seesaw. Representing Å·²©ÓéÀÖ delicate balance between various aspects of life, it serves as both a literal and metaphorical platform for dialogue. Collaborating with local influencers and media partners, Å·²©ÓéÀÖ campaign combines digital reach with on-Å·²©ÓéÀÖ-ground impact, ensuring no corner of Europe is overlooked. This dual strategy not only amplifies Å·²©ÓéÀÖ campaign’s visibility but also enables Å·²©ÓéÀÖ collection of nuanced insights into Å·²©ÓéÀÖ shared values and unique challenges across member states.

By creating spaces for genuine, face-to-face exchanges, Å·²©ÓéÀÖ Let’s Talk tour is fostering a stronger connection between Å·²©ÓéÀÖ EU and its citizens. With plans to extend Å·²©ÓéÀÖse activities throughout Å·²©ÓéÀÖ campaign, Å·²©ÓéÀÖ EU is reaffirming its commitment to making social rights a lived and accessible reality for all.