Sarah Wheaton’s Post

Here's my take: https://www.politico.eu/newsletter/politico-eu-influence/horseplay-with-von-der-leyen-2/ Thanks to those brave enough to share your thoughts!

Points for getting real people and real emotional stories. But what we need is narrative change on what democracy in Europe means today. Young people have anxieties and asks of democracy not adressed in this ad. As Maastricht debate showed, everyone is on the side of democracy - but from their distorted definition of it. How does it represent communities of Matonge & Molenbeek in Brussels? We can replicate that question for most capitals in Europe. Lastly, we don’t have to go back to our grandmothers to understand the devestation of war. War is omnipresent and this selective amnesia is hurtful to that very democracy the video is talking about. As such, the narrative is hardly progressive.

Sarah Wheaton Do you know if there are plans for other ads before the election? This one ad seems to be targeted at young people in their 20s-30s, urging them to protect their democracy by voting. It's a message appealing to the fear of losing all the rights and freedoms democracy has brought us. Fear is a powerful way to engage, but is this fear tangible enough? I imagine it could appeal to those whose freedoms acquired are more recent or who have a personal connection like those featured in the video, but that is just speculation. I have sympathy for the creators as I can understand how difficult it is to appeal to a broad swath of Europeans with different languages, histories and cultures. Hence why I wondered if there were other videos planned. ➡ Probably most of you reading this post know that the EU doesn't market itself well. There are many reasons for this, but the matter of the fact remains that it is difficult to get people motivated to vote when they don't know exactly what the EU is, its benefits and how it functions. Isn't that where the EU should focus its communication?

My hot take: it's better than the last one! This one does not look like a car ad, and it has grannies not babies. My impression is that it does a good job coming across as authentic in its story telling given the format. However, it likely won't resonate far outside the bubble as democracy as a concept is abstract. Your energy bill is not. Neither are the rising costs, warming temperatures, the air we breathe, or wars around us. I agree with you that for young people this might just not be all that relevant, despite loving grannies. That said, the EP has clear limitations and as you mention, it would be difficult to focus on anything but democracy. Knowing this, it optimises what it can within a format we know and does so quite well, I would say.

The best that we have ever had, I definitely teared up but it wasn’t diverse at all. They could have had also first-second generation immigrants who became EU citizens talk about their experience, their bond to the EU because they represent a significant portion of EU population.

Thanks for sharing, Sarah. Talking about the past is a good reminder we should also protect our freedom and democracy and never take them for granted, but they should bring this reminder to the next level and translate it into actions. My personal view is that the video doesn't address the issues EU citizens are facing today. As Viktoria mentioned, they could have included topics such as immigration, health ( I'm biased on this one), employment, climate change etc...

To put it in perspective, it is waaaay better than the previous one (which we all know has been highly criticized.) I find this one well-crafted and deliberate, especially in the current geopolitical context. Democracy-themed videos can connect on an emotional level, reminding viewers of their shared values, and the collective ambition for freedom, equality, and human rights. These are powerful motivators that can push individuals toward supporting democratic values and in the current context of geopolitical tensions and wars, that is much needed. The visuals and stories are particularly moving, inspiring people to take action and engage in the democratic process, highlighting the fragility of democratic institutions and the need for vigilance in protecting democratic values. Sometimes we all need a reminder, especially the younger generation who don't have any other memories than peace, freedom of movement and Single Market.

I've spent most of my career in Brussels wishing the EU would do a better job on comms. I think it's superb.

I hate to be negative, but, in this I am. For years now I feel that others decide for me!