Question

How can we make the unique concept of EU citizenship tangible?

Answer

By getting the word out on its concrete benefits.

What does EU citizenship mean to you? We helped turn an abstract idea into clear, actionable messages on what it enables us to do.

If you are a national of one of the 27 EU countries, you are automatically an EU citizen. In 1993, the Maastricht Treaty established the rights of EU citizens to live, work and study in other EU countries. Today, citizenship also involves the right to launch or support a European Citizens’ Initiative.

The European Commission’s DG Justice and Consumers wants to make sure EU citizens know, understand and make full use of these rights. To mark the 30^th anniversary of EU citizenship, it launched a year-long campaign in eight countries to celebrate achievements, raise awareness of benefits, and explain how EU citizenship makes a difference in our lives.

Tipik was in charge of developing and implementing an integrated campaign combining different creative tools and strategies:

We organised a live-streamed event, supported by a mix of organic and paid campaigns, to engage with audiences thanks to a mix of interactive discussion, insights and a quiz contest
We built partnerships with influencers to raise awareness and spark conversations
We created a paid promotional campaign around three original videos (translated into local languages) featuring EU athletes following their dreams across EU borders
We developed an online campaign hub featuring an animated infographic

Inspiring change

All these activities were embedded in a 360° strategy, involving transversal activities such as developing targeted messaging, creating a visual identity and the #EURightsOn hashtag, as well as fine-tuning and optimising throughout the campaign.

The social media activities targeted young EU citizens aged 18–35 in the eight countries where awareness of citizenship rights was the lowest.

The highly successful campaign reached a total of over 15 million young people across the EU. This includes an estimated total of 6.5 million social media users, over 8 million video views, almost 3 million followers reached through influencers, and 67 000 reactions. A survey highlighted that 44% of respondents recalled having seen the campaign.

It certainly inspired young people to shape their own European futures!