The campaign has the overall slogan “This time it’s different” (isn’t what they all say?) this is the trailer and it is a dire affair to say the least. According to the EP Communication office they are trying to reach the next line after the already converted, i.e. the group of politically interested that has the intention to vote but for some reason forgets about it when the time comes. Fair enough. But will making slight of refugees’ plight make you vote?
As the rest of the world the European Union is living through a crisis of seldom seen severity, and following the wishes of the EP Presidency the communication department shouldn’t show a happy, preppy, jumpy EU. The film makers certainly succeed in that. So do we understand correct that this campaign isn’t so much a result of long-time branding strategy but more a case of “what the President wants, the President gets”? If so, since when is that a good way forward and for basis for a communication campaign? Also this crisis have managed to draw the attention to the EU, and everything that doesn’t work with the Union, but for the first time almost in its history EU citizens actually realise that it play a role in our everyday life. No, all attention isn’t good attention, but I think there should be a way for the EP to capitalise on this realisation and to encourage voting that way.
We also have the small question about the content as such, sure it is a good thing to fire up the masses and hopefully achieve a good voter turnout. But after watching this do we even know WHOM may vote and stand for office? It isn’t the reason for the film someone says, no, but as you soon will see nowhere in the rest of the material is this said either.
Now, I understand, or rather I cannot even begin to imagine the number of considerations one has to take when developing a campaign like this. Numerous doesn’t begin to describe it. Still, I remain unmoved in my belief that communication strategy is based on research and a long-time vision of how you want to be seen. I have a hard time seeing this happen here. But I hope I’m wrong.