The European Parliament’s communication campaign for the 2024 European elections, titled “Pass It On – Use Your Vote,” has received the Eurobest Creative Effectiveness Grand Prix. The campaign, developed in collaboration with NoA | &Co., was recognized for its strong concept, relevance across Europe, and measurable impact on encouraging democratic participation.
Implemented throughout all 27 EU member states, the campaign recorded notable engagement metrics: a recall rate of 40 percent, 339 million completed online views, and over a billion impressions. Those who remembered the campaign were significantly more likely to vote, contributing to the highest turnout in a European election since 1994.
A central feature of the initiative was a four-minute documentary that featured unscripted conversations between grandparents and grandchildren from different EU countries. These discussions focused on themes such as freedom, choice, and civic duty. The aim was to reflect on the importance of participating in democracy through personal stories.
Christian Mangold, Director-general for Communication of the European Parliament, commented on 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 utilized a mix of paid, earned, shared, and owned media channels. Its reach included organic coverage at events like the Cannes Film Festival and screenings in nearly 900 cinemas across Europe.
Additional results included over a thousand published articles about the campaign and more than twenty-two thousand TV airings across hundreds of channels. The estimated earned media value was €43.2 million. Participation among those recalling the campaign was reported as being 45 percent higher than others.
In addition to winning at Eurobest, “Pass It On – Use Your Vote” also received several other industry honors in 2025: a Wood Pencil from D&AD, a One Show Gold Pencil, two Bronze Clio Awards, shortlisting at Cannes Lions, and further national recognitions.
