Nazi descendant fighting
Social Democratic Youth Party
Never Forget. To Vote
Social Democratic Youth Organization, SSU, asked us for a social pr campaign to highlight the importance of the EPelections, to get young people’s support and to encourage them to get politically involved. We had no paid media budget and needed to rely on social media and earned attention.
One of SSUs core values is antifascism. In Europe, we are seeing a growing far right wing movement. To make young people aware of the importance of the EP-elections we had to highlight this fact with an unusual and engaging conversation starter, and provide tools for the audience to engage themselves.
We launched the campaign Never Forget. To Vote. with an unusual ambassador: Rainer Höss, the grandchild of Auschwitz commandant Rudolf Höss. We formed an online movement and included a film, a digital protest march, media outreach and online ambassador targeting.
Our campaign got an earned media reach of 250 million people, the protest march on Thunderclap reached nearly 8 million people and the film was shared 50 000 times on YouTube. The Social Democrats won the school elections, with the highest margin in twelve years, and SSU grew their member base with ten percent during two weeks.
The project was highlighted internationally Daily Mail, Al Jazeera, Le Figaro, El Mundo, Der Spiegel, Haaertz, Adage, Creativity Online, Huffington Post, Upworthy and was covered by almost every major Swedish media such as Sveriges Television, Aftonbladet and DN.