Nature and climate at the heart of the EU

The Vote Nature Alliance is a coalition of leading environmental organisations, including the WWF European Policy Office, Transport & Environment, Climate Action Network Europe, BirdLife Europe, and the European Environmental Bureau. United by a shared mission, these organisations teamed up to launch a strategic campaign ahead of the 2024 European Elections to mobilise their supporters to vote green. 

The campaign included a multi-stage strategy to impact as many potential voters as possible across Europe, with a focus on producing adaptable content that could be leveraged by local member organisations in their respective countries.

Awe Marketplace was mobilised for the ‘Get Out The Vote’ (GOTV) initiative, a part of the broader campaign run by Awe Studio at large. Beginning in early May and running until June 2024, the GOTV campaign aimed to target first-time and young voters. The campaign tapped into the influence of environmentally conscious content creators across Europe, leveraging their platforms to produce content that would inspire and encourage youth voter turnout. 

The selection of media was a key factor in the campaign’s success. Using Marketplace insights, Awe Studio conducted thorough research to identify media with the greatest potential to engage the target demographic. Instagram was chosen due to its popularity among young audiences, ensuring that the campaign’s message reached those most likely to be inspired to vote. In total, we reached out to 100 media of which 15 media participated in the final campaign based on their relevance and impact within their communities. This group included macro-media such as the Netherlands-based @driplist (180k followers) and micro-media like Spain’s @charliesarria (12.9k followers). The agreements on exact content deliverables were agreed upon separately with each media, but all made reel videos and/or story posts. We created a thorough briefing outlining the campaign’s goals and gave the media the freedom to frame the issue in the way that they felt would most resonate with their audience, to ensure the content produced generated the most impact. 

As part of the broader campaign, two Instagram filters were created, an ‘I Voted Filter’ and an ‘Eco-anxiety Quiz Filter’. These filters were designed to engage users interactively and were integrated into the content created by the selected media, as well as by members of the public. 

The GOTV campaign achieved significant results, reaching a total audience of 706,256 across Europe. The engagement was particularly strong among the campaign’s primary target group, with 40% of interactions coming from the 18-24 age demographic. The campaign also saw substantial engagement from the 13-17 (22%) and 25-34 (22%) age groups, demonstrating its broad appeal and effectiveness in reaching young, environmentally conscious voters. With an overall audience engagement of 21,865, the campaign successfully engaged young voters into taking notice, with the hope that this resulted in actual participation in the European Elections.