An EU passport comes with extensive privileges, from freedom of movement to the right to vote and diplomatic protection when travelling abroad. Yet some EU citizens know little about their rights, as EU Barometer studies showed. This was reason enough for DG Justice and Consumer to commission a campaign to empower citizens and protect their rights.
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Promoting EU citizen rights
Online and offline engagement
Targeting niche audiences
Arctik strategized and implemented paid social media campaigns to increase awareness of EU citizenship rights among those with the lowest knowledge of their rights. Segmentation based on EU Barometer surveys identified citizens living in rural areas in 9 different member states as the target audience. Our consultants produced illustrated and animated content, created messages in different languages for A/B testing and took care of the community management. Despite platform restrictions, Arctik found innovative ways to tailor the campaign to the target audience and make the campaign a success.