The European Parliament’s communication campaign for the 2024 elections, titled “Pass It On – Use Your Vote,” has received a series of notable creative industry awards. Developed in collaboration with NoA | &Co. and ICF Next, the campaign was recognized at both international and national levels.
The most prominent accolade was the Eurobest Creative Effectiveness Grand Prix, which honored the campaign for its strong concept, relevance across Europe, and measurable impact on democratic engagement. Other distinctions included top honors at Denmark’s The True Award for film direction and casting, as well as recognition from L’Agence Média de l’Année for brand content and corporate social responsibility. The campaign also earned two gold awards at the Danish Digital Awards and received international attention with a bronze Clio Award for unscripted film and creative effectiveness, a One Show Gold Pencil for casting, and a D&AD Wood Pencil.
Additional major awards included gold at La Nuit des Rois in the corporate and institutional category, a gold Deauville Green Award for human rights, gold at Denmark’s Creative Circle Awards for earned media, wins at the Danish Rambuk Awards for campaign effect, and three Silver Effies from Effie Denmark in branded content, non-profit work, and public relations. The campaign was also shortlisted at the 2025 Cannes Lions International Festival of Creativity.
The initiative was implemented across all 27 EU Member States. According to key figures released by organizers, it achieved significant visibility: 40% recall rate among Europeans, 339 million completed online views, over one billion impressions, more than one thousand published articles, extensive TV coverage across nearly four hundred channels, an estimated €43.2 million in earned media value, and a 45% higher turnout among those who recalled the campaign compared to others. This contributed to the highest participation in a European election since 1994.
Central to the campaign was a four-minute documentary featuring grandparents and grandchildren from each EU country discussing themes such as freedom and democratic responsibility through unscripted conversations.
Christian Mangold, Director-general for Communication at the European Parliament stated: “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 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 project used a mix of paid, earned, shared, and owned media channels. It gained organic exposure including screenings at the Cannes Film Festival and showings in almost nine hundred cinemas throughout Europe.
