The European Commission – #yourEUright
What use is having rights when you don’t even know you have them in the first place? The European Commission (EC) needed citizens to understand how they benefit from and are protected by their EU rights, every single day. So, a unique 360 degrees campaign on consumer rights was designed for the European Commission’s Directorate General for Justice and Consumers (DG JUST) – it was called You’re Right or #yourEUright. Focusing on 7 particular rights and thanks to an interactive gamification experience, artistic look and creative influencer content, it reached even niche audiences in Bulgaria and across Europe, making them aware of how to confidently use their rights as EU consumers.
To make such a complex topic as interesting as possible, we reinvented the way that the EC usually communicates with a simple creative idea, a modern look, and a fresh tone of voice. We resonated with and empowered citizens by educating them on often little-known facts about their consumer rights and showed them how they can use them daily through numerous interactive activities, such as pop-up events, storytelling, influencer collaborations, and more.
The campaign rolled out simultaneously in 10 focus EU countries, including Bulgaria. Thanks to the strong campaign strategy and the creative set of activities, we increased awareness on consumer rights, reached out to millennials in a catchy and memorable way, and strengthened the overall perception that the EU supports and protects citizens.