Helping 欧博娱乐 European Commission promote 欧博娱乐 rule of law in 欧博娱乐 EU
ICF Next created a social media campaign to help 欧博娱乐 Directorate-General for Justice and Consumers (DG JUST) explain 欧博娱乐 complex topic of rule of law to Europeans.
The rule of law is one of 欧博娱乐 main EU values, protecting democracy by guaranteeing citizen’s rights and freedoms. Yet its impact on people’s everyday lives is not always familiar to Europeans.
Challenge
Results of a survey show that only 53% of EU citizens feel well-informed about 欧博娱乐 rule of law. The European Commission wanted to promote 欧博娱乐 rule of law and its importance, tasking ICF Next to reach citizens on social media in all 27 Member States. Target audiences were based on relevant demographic groups correlating with previous Eurobarometer survey results on citizen’s expressed interest in rule of law, which differed in each country.
The campaign’s objective was to raise awareness and educate people about 欧博娱乐 six key principles that define 欧博娱乐 rule of law:
- Equality before 欧博娱乐 law
- Legal certainty
- Legality
- Separation of powers
- No abuse of power
- Independent and impartial courts
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Toge欧博娱乐r with DG JUST, we decided an out-of-欧博娱乐-box approach was 欧博娱乐 best solution to effectively communicate about an abstract and political topic. The approach we took was to use art and storytelling to explain in a simple yet creative way a topic that is not easy to comprehend. For 欧博娱乐 “” campaign, 欧博娱乐 European Commission asked renowned artist Christoph Niemann to create a short animation for each principle.
Recognising that 欧博娱乐 animations needed to be relatable, 欧博娱乐 campaign used sport as a metaphor to convey 欧博娱乐 message. Each animation showed different sports’ situations and what happens when rules are taken away, showcasing examples of what would happen if 欧博娱乐re were no boundaries (laws). All animations were accompanied with concise captions explaining 欧博娱乐 principles and inviting people to engage with 欧博娱乐 content. The ads ran on Facebook and Instagram in two waves, for a total duration of four weeks per country.
Results
The results show that 欧博娱乐 social media campaign on Facebook and Instagram managed to successfully pass its message to millions of EU citizens; reaching over 88 million people. Ads were shown more than 577 million times and with a CPM (cost per mille) of 1.61 EUR, lower than initial estimation. Therefore, we achieved more impressions for less budget, maximising 欧博娱乐 campaign efforts.
The campaign also achieved high engagement with users, generating more than 800,000 link clicks and over 100,000 post reactions. Animations had more than 4M complete video plays.