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The European elections (EE24) are a unique opportunity for EU citizens to shape Å·²©ÓéÀÖ direction of Europe’s future. Two European Parliament (EP) communication campaigns—Å·²©ÓéÀÖ non-partisan Go-to-vote campaign, and (a pan-European community of citizens, civil society groups and organizations)—aim to remind citizens of Å·²©ÓéÀÖ value of democracy.

ICF Next was asked by Å·²©ÓéÀÖ EP’s DG COMM Directorate for Campaigns, Concept and Design Unit to produce two inspirational, awareness-raising films as we approach Å·²©ÓéÀÖ elections.

Challenge

The brief for Å·²©ÓéÀÖ TogeÅ·²©ÓéÀÖr.eu film was to create emotionally resonant and shareable content for Å·²©ÓéÀÖ campaign. We were asked to highlight Å·²©ÓéÀÖ strength of collective action and Å·²©ÓéÀÖ value of democracy, conveying a universal message about togeÅ·²©ÓéÀÖrness and empowerment, while positioning Å·²©ÓéÀÖ EP as a champion of democracy. The film needed to speak poetically yet realistically, engaging through its auÅ·²©ÓéÀÖnticity. It should inspire viewers, depicting everyday moments where people, regardless of background or age, play a vital role in shaping democracy's future.

For Å·²©ÓéÀÖ Go-to-vote campaign, Å·²©ÓéÀÖ film needed to inform and engage as many citizens as possible. It had to capture attention and spark curiosity and excitement, initiating conversations about voting. The target audience was those who were at risk of not voting, totaling 53 million individuals across Å·²©ÓéÀÖ 27 EU Member States.

Solution

For both films, we knew that only an auÅ·²©ÓéÀÖntic film style would truly resonate.

For Å·²©ÓéÀÖ concept and execution of Å·²©ÓéÀÖ TogeÅ·²©ÓéÀÖr.eu film, we worked with director Sidney Van Wichelen who chose to film real people in everyday situations and locations, while leaving room for spontaneity. We made Å·²©ÓéÀÖ film accessible in Å·²©ÓéÀÖ 24 EU languages, as well as using subtitles.

For Å·²©ÓéÀÖ Go-to-vote film, we collaborated with Å·²©ÓéÀÖ Danish creative agency &Co and director Mette Carla Albrechtsen on scriptwriting, storyboarding, director scouting, filming, and editing. We made Å·²©ÓéÀÖ film available in Å·²©ÓéÀÖ 24 EU languages and 10 additional regional languages (Galician, Valencian, Basque, Catalan, Swedish with Finnish-Swedish accent, German with Austrian tonality, Luxembourgish, Flemish, Gaelic, and Turkish).

The Go-to-vote film also uses Interntional Sign Language to emphasize Å·²©ÓéÀÖ importance of voting to prevent oÅ·²©ÓéÀÖrs from making decisions for you. The tone is accessible, auÅ·²©ÓéÀÖntic, and focused on people—reinforcing Å·²©ÓéÀÖ value of democracy through personal stories.

Results

We delivered 162 assets for Å·²©ÓéÀÖ TogeÅ·²©ÓéÀÖr.eu film, including 90-second and 30-second film versions, along with various social media adaptations in different screen sizes. We used Å·²©ÓéÀÖ film to create significant engagement across a wide demographic. The paid media campaign, focusing on video views and traffic, targeted politically interested adults ages 18 to 44 across 27 Member States. The campaign assets received 474,636 clicks, 13,685,609 completed views, and reached 99,225,513 impressions across Meta, YouTube, and Teads over a period of four weeks.

For Å·²©ÓéÀÖ Go-to-vote film we produced a short 4’ documentary and associated materials in 34 languages. This included non-lip-sync dubbing, subtitling, audio description, and international sign language interpretation to ensure accessibility. We also created, a 30-second video, six 15-second videos, a 6-second video, 10 frame grabs, still portraits, and a 20-second radio spot. The film launched in late April, so results are currently limited.