During my five months with the European Committee of the Regions, I was fortunate enough to help lead an exciting video campaign with my fellow trainees under the established YFactor brand.
For each cohort of trainees at the CoR, a YFactor event or project is organised focusing on a particular issue or topic associated with young people. Rather than running another dull conference synonymous with the EU bubble, we decided to reach out to young people from across Europe through a viral video campaign.
We asked young people a simple question: if you were the EU, what would you do? Respondents were encouraged to take a selfie video discussing something they’d like to see changed about the EU. The environment, Brexit, migration and EU accountability were just some of the topics raised.
Launching in late November, young people had until the end of December to send us their videos and be in with a chance to win a trip to Brussels. With the videos submitted, we then grouped themes together to create four unique short videos on a topic raised by Europe’s youth. The videos combined young peoples’ views with our own humorous drama scenes, scripted, performed, filmed and edited by trainees, alongside answers from elected members of the CoR.
Throughout the process, I was in charge of social media: promoting the campaign primarily on Facebook and Twitter to reach out to young people and encourage to participate in the project. I did this by regularly posting online, using GIFs, short videos and articles to raise awareness of our brand and project. Liaising with an external communications group and sending out an email to all CoR staff were other ways we garnered attention to the #meandeu scheme. I then had the task of publishing the four videos on all our platforms, including YouTube, for the general public to see and share.
The project was a big success. We produced four unique, fun and informative videos that have been viewed and shared by thousands of people. The impact has even seen the CoR take on the #meandeu project and use it for other events targeting young people. It was also encouraging to see elected CoR members getting involved, with support from all political parties from start to finish.
Digital campaigns are more important than ever, and it was great to see our hard work pay off and produce something rather special. It also tested my planning and organising skills. Crucially however, if it wasn’t for a strong team of trainees working together, we would not have achieved such a successful campaign. Team work certainly matters!
You can see clips and samples of my promotional work for the project below: