The European Parliament’s communication campaign for the 2024 European elections has won one of the advertising industry’s highest honours, the Eurobest Grand Prix for
Creative Effectiveness.
The campaign, titled “Pass It On – Use Your Vote”, was developed in partnership with communications agency NoA | &Co. and was rolled out across all 27 EU member states. Judges praised the initiative for its strong creative concept, pan-European relevance and measurable impact on voter engagement.
According to campaign data, awareness reached 40 per cent across Europe, with 339 million completed online video views and more than one billion impressions. Voter turnout was 45 per cent higher among people who recalled the campaign, helping to deliver the highest overall participation in a European election since 1994.
At the centre of the campaign was a four-minute documentary featuring unscripted conversations between grandparents and grandchildren from across the EU. The film focused on themes of freedom, responsibility and civic participation, highlighting the idea that democracy is a shared value passed down through generations.
Christian Mangold, Director-general for Communication of the European Parliament, welcomed the award: “This recognition underlines the power of connecting with people through stories drawn from real experience. ‘Pass It On’ reminded Europeans that democracy has to be protected together and is handed down from one generation to the next. When citizens see their own lives reflected in these stories, they are more inclined to see the value of democracy.”
The campaign ran across a fully integrated media strategy, combining paid, owned, shared and earned channels. It gained extensive organic exposure, including a screening at the Cannes Film Festival and showings in nearly 900 cinemas across Europe. More than 1,050 media articles were published, along with over 22,000 TV airings on almost 400 channels. The estimated earned media value reached €43.2 million.
In addition to the Eurobest Grand Prix, the campaign has received several international honours, including a Wood Pencil at D&AD, a Gold Pencil at The One Show, and two Bronze Clio Awards in 2025. It was also shortlisted at Cannes Lions 2025 and recognised with multiple European and national creative industry awards.