Education in Emergencies / EU Education Empowers

Client

European Commission, Directorate-General European Civil Protection and Humanitarian Aid Operations (DG ECHO)

Objectives

  • The overall objective of the campaign is to raise awareness of the role of the EU and the European Commission in the field of humanitarian aid, and specifically for the purposes of this campaign, education in emergencies.

Tasks

  • Create the campaign visual material (cinema-poster-type and horizontal banners)
  • Developing creative approach and final artwork for Digital and OOH
  • Localization of the key messages and copywriting for each market
  • Developing channel specific advertising for Digital platforms and large OOH surfaces
  • Cinema spot of one minute length to be showed in the European cinemas
  • Three stories from the countries where the EU runs humanitarian aid projects
  • Translations and publication in six languages / seven countries (DE, EN, ES, FR, FI, EST, GR)
  • In addition mc also produced a “making of” video

Target group

• Citizens of the following EU member states: Finland, Greece, Germany, Austria, Estonia, Ireland
• Families with school-aged children
• The younger generation
• University students
• School / university teachers

Results

  • Campaign delivered altogether 24.340.491 views (reached +100% over-delivery)
  • Cinema Advertisement reached over 2.5 million viewers in the target countries (+18% over-delivery)
  • Campaign delivered 168.173 clicks Facebook/Instagram views: 6.408.667 (+45% over-delivery)
  • YouTube views: 17.419.422 (+132%)
  • Twitter views: 512.402 (+101%)

Units Involved