2024 is the super election year par excellence. Four billion people – almost half the world’s population – will be called upon to exercise their right to vote. The EU will also be going to the polls, with the European Parliament elections taking place in early June. Clear communication strategies and targeted activities are needed to motivate EU citizens to participate in this democratic process. Sabine Pöhacker and Irene Maurer, junior consultants at comm:unications, provide an insight into the EU’s communication strategies and participatory projects.

Together for the EU
Between 6 and 9 June, citizens in all 27 EU member states are invited to cast their votes to determine the composition of the European Parliament for the next five years. In order to motivate voters in Austria to exercise their right to vote, comm:unications has been organising Austrian network meetings and workshops for the Liaison Office of the EU Parliament in Austria since 2022, with a clear focus on the NPO sector. Under the motto “Together for EU“, the responsible persons are invited to discussion rounds and trained in workshops on communication – from campaigning and clear messaging to storytelling.

What the EU offers to its citizens
An important role for PR professionals is to communicate key EU decisions and then adapt and implement them at national level to reach citizens in a targeted way. For example, since 2022, the Directorate-General for Employment, Social Affairs and Inclusion, DG EMPL, has been running an EU-wide campaign to inform EU citizens about their social rights in both a private and professional context. The focus for 2024 is on family life and equal rights. Families and women will be the main target groups through media and influencer co-operations planned and implemented by comm:unications. Another EU initiative managed by comm:unications is the digital awareness campaign #EndGenderStereotypes organised by the Directorate General for Justice and Consumers, DG JUST. The aim is to raise awareness of the fact that gender stereotypes massively restrict people in many ways, for example in their life and career choices. comm:unications has built up its own stakeholder network in this area and is targeting younger audiences in particular.

Living democracy – at all levels
In addition to large-scale campaigns, the EU also encourages active participation in democratic discourse. One example is the ImagineEU initiative, the world’s first participatory, transnational and digital democracy tool. It offers all interested parties the opportunity to actively shape European policy by contributing their own ideas. Among other things, the “Democratic Participation” toolkit for teachers was developed and the ImagineEU student competition was launched. comm:unications is helping to activate relevant stakeholders and media to publicise the campaign in Austria.

Democracy is not a given, but a privilege
The EU touches many areas of European citizens’ lives, and strategic communication management ensures that the EU’s messages are conveyed in a targeted manner. In our latest newsletter you can read more about the various EU projects that comm:unications manages. One thing is clear from the examples presented: democracy must be actively shaped and lived – not only by politicians in office, but collectively by all citizens. This is the only way we can face today’s geopolitical challenges together – so it is all the more important to exercise your right to vote. In Austria, EU elections are scheduled for 9 June and there will be 20 Austrian MEPs.

Photo © Unsplash / Frederic Koberl