Client
Rijksdienst Caribisch Nederland
Services
COMMUNICATION STRATEGY
COMMUNICATION CAMPAIGN
DESIGN
MEDIA PLACEMENT
Deliverable
INFORMATIVE CAMPAIGN FOR THE EUROPEAN PARLIAMENT ELECTIONS
Challenge
Every five years, the European Parliament gets re-elected. An election that gives all European citizens the opportunity to vote for the next European Parliament. And since the Dutch Caribbean islands are an overseas community within the Kingdom of the Netherlands, their residents also have this right. But how do you tell them that their vote really matters, despite their physical and mental distance from Europe?
Strategy
Important electoral issues such as the environment, employment, health care and the many social issues transcend the borders of Europe. Just because Brussels is more than 6,000 kilometers away from the Caribbean does not mean they are not relevant at the local level. To motivate voters, we developed the creative promise “Europe, closer than you think“, linking key election themes to important local issues.
Execution
In order to reduce the seemingly great distance between Europe and the Caribbean, the local landmarks are linked to Europe. In each individual image, issues relevant to the election have been linked to the Caribbean. Pollution, island employment and health care were highlighted in ways that underscored the importance of voting.
The campaign was carried out in three phases, as follows:
Results
An independent study commissioned by RCN evaluated the impact of the voter information campaign for the 2024 European Parliamentary Elections in the Dutch Caribbean. The findings showed that:
– 85% of respondents were aware that an election would take place on June 6, 2024
– 62% correctly identified it as the European Parliamentary Elections
– 23% did not know which institution the election was for, and 15% were unaware of the election altogether
– The overall voter turnout was 12.05%, with notable variation between the islands
– Turnout on St. Eustatius and Saba increased compared to 2019, while Bonaire showed a slight decline
Despite the complexity of the assignment where we had to balance neutral government communication with broad public outreach the client expressed satisfaction with the campaign’s reach and impact.
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