We Are Europe was formed by a group of friends – including our CEO Rosie Warin – to increase the number of young people voting remain for the UK’s Brexit vote.
With just 9 weeks till polling day and on a tight budget, we helped develop the strategic approach, brand, campaign structure and tactical content – then delivered on chosen tactics that needed amplification. These including the globally viral Kiss of Death mural (pictured) and the #Don’tF**kMyFuture videos with Keira Knightly and Lily Cole. We also ran the campaign press office, influencing campaign donors and building credibility.
Of course, the vote didn’t go our way, but we know we had a significant impact on voting behaviour. We achieved over 190 pieces of coverage reaching 79 million UK adults, and the ‘Kiss of Death’ was seen by 8.6m under 35s, with 43% saying it had encouraged them to vote remain. Only 32% of young people were predicted to vote in the referendum, but a record breaking 68% turned up.
The campaign won silver for Best Use of Content at PR Week Awards 2016 and won The Drum’s “Marketing Can Change the World” Best PR Strategy Award.
