The communication campaign for Parliament’s 2024 elections, “Pass It On – Use Your Vote”, created in cooperation with NoA | &Co., has been awarded the Eurobest Creative Effectiveness Grand Prix. The award recognises the campaign’s strong concept, cross-European relevance, and tangible impact on democratic engagement.
Implemented across all 27 EU member states, the campaign achieved remarkable visibility and engagement: 40% recall, 339 million completed online views, 1.06 billion impressions, and a significant increase in turnout among those who remembered the campaign — contributing to the highest participation in a European election since 1994.
Reinforcing democratic engagement
At the heart of the campaign was a four-minute documentary bringing together grandparents and grandchildren from EU member states. Their unscripted conversations on freedom, choice, and civic duty offered a candid, human reflection on a core European value: taking part in democratic life.
Christian Mangold, Director-general for Communication of the European Parliament, welcomed the award: “This recognition underlines the power of connecting with people through stories drawn from real experience. ‘Pass It On’ reminded Europeans that democracy has to be protected together and is handed down from one generation to the next. When citizens see their own lives reflected in these stories, they are more inclined to see the value of democracy.”
The campaign was delivered through a fully integrated mix of paid, earned, shared, and owned media. It achieved unprecedented levels of organic coverage, including a screening at the Cannes Film Festival and showings in almost 900 cinemas across Europe.
Key figures
- 40% recall across Europe
- 339 million completed online views
- 1,051 published articles
- 22,137 earned TV airings across 397 channels
- €43.2 million estimated earned media value
- 45% higher turnout among those who recalled the campaign
- Highest overall turnout since 1994
Awards
Alongside the Eurobest Grand Prix, the European Parliament’s communication campaign for the June 2024 European Elections received a Wood Pencil from D&AD, a One Show Gold Pencil, and two Bronze Clio Awards in 2025. It was also shortlisted at the 2025 Cannes Lions and recognised with several additional European and national industry awards.
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