[JUDGING] We the People
Section: Best Social Media Campaign for an Event
Organisation Name: We the People
Events Strategy Questions
Describe Your Ecommerce Business
Let’s Make It Work brought the European Commission’s social and employment rights campaign to All Together Now, a four-day festival attended by around 30,000 people.
That sounds like an odd marriage. EU employment policy competing with headline bands, bars, food, culture and hundreds of creators for attention. That was precisely the point.
We created an interactive space where young adults could talk about work-life balance, fair work, future skills and their rights without feeling they had wandered into a policy seminar. A sticker wall turned opinions into a live visual spectacle. A card game hosted by Leon Diop sparked more than 550 conversations. An EU rights quiz made policy competitive and accessible.
The event had two jobs: help people understand rights they often did not know they had, and listen to them. Every interaction generated insight that could travel back to DG Employment and inform future EU communications and policy.
Personpeople Who Runs This Strategy
We the People: Niall Cowley, Ann Easow, Aoife Cooney, Jenny Murphy Byrne, Augusto Gil, and Stephanie Redstone, working with ICF Next and European Commission DG Employment.
Do You Use Alt Text In Your Images And Caption Your Videos
Yes. Video content was captioned for sound-off viewing and accessibility, while alt text was used for campaign imagery where supported by the platform. Accessibility was considered across formats, with clear visual hierarchy, readable typography and social content designed to communicate effectively without depending on audio alone.
Outline Your Social Media Strategy For This
The physical event was the source material. Social media's job was to make its conversations travel.
Rather than create polished institutional content about employment rights, we built amplification around people, reactions and questions. Creator Juliana Shiel attended the activation and translated the experience into Instagram Stories and Reel content for her own audience. Beat 102-103 captured vox pops and produced social Stories, Reels and supporting editorial, using a media brand already trusted by younger audiences.
The content reflected the event itself: informal, curious and conversational. Work-life balance, jobs and rights became human questions rather than EU policy statements.
We also used social to close the loop between participation and information. Physical materials carried QR codes directing people to EU rights resources, while post-event content took insights generated at the festival to audiences who had never visited the stand.
The principle was simple: the event created the conversation; social gave it a second life.
What Are You Doing To Capture Attention In Social To Get Sales
We were not selling festival tickets. Our conversion target was harder: persuade people already surrounded by entertainment to spend time talking about EU employment policy.
So we removed the institutional tone.
Juliana Shiel brought creator credibility and an audience of 42,000. Beat 102-103 brought a youth-media voice through Stories, vox-pop Reels and social content. The creative focused on questions people actually argue about: Is your work-life balance chaotic? What matters more, money or purpose? What skills will you need next? Do you actually know your rights?
On site, the sticker wall created a constantly changing piece of visual content that made people stop and compare answers. The card game generated real conversations that could become social storytelling. Giveaways and QR codes created another route from curiosity to action.
The strategy was to make the EU behave less like an institution and more like the most interesting conversation happening nearby.
What Are Your Metrics For This Campaign Real Metrics Please
The event beat every agreed participation KPI:
1,057 participants, versus a target of 700, +51%
1,143 interactive-wall responses, versus 500, +129%
366 quiz completions, versus 300, +22%
550+ facilitated conversations through the replacement card-game format
529 participants on the peak day, confirmed by a partner as a European record for a single-day activation of this kind
Social and media amplification:
Juliana Shiel: 4 pieces of content, 7,000+ video views and 180+ interactions
Beat 102-103: 50,766 reach and 56,924 views across social Stories, vox-pop Reels and branded editorial
RTÉ native content: 6,658 recorded views, with guaranteed 10,000+ readership and 500,000 MPU impressions
Most importantly, around half of participants reported limited prior awareness of EU social rights.
Website Address
https://social-rights.campaign.europa.eu/index_en
Facebook Link
Beat 102-103 Facebook Reel 1: https://www.facebook.com/reel/788022990790412 Beat 102-103 Facebook Reel 2: https://www.facebook.com/reel/1132743878750895 Beat 102-103 Facebook Reel 3: https://www.facebook.com/reel/1484655409231564
Instagram Link
Beat 102-103 Instagram Reel 1: https://www.instagram.com/beat102103/reel/DNV9JaTBCo6/?hl=en&utm_ Beat 102-103 Instagram Reel 2: https://www.instagram.com/beat102103/reel/DNbGpaIy9mo/?hl=en&utm_ Beat 102-103 Instagram Reel 3: https://www.instagram.com/beat102103/reel/DNgQXR9iECB/?hl=en&utm_ RTE Native article link: https://www.rte.ie/lifestyle/living/2025/0814/1528463-what-has-europe-ever-done-for-us-quite-a-lot-actually/
Is There Anything Else You Want To Add Be Brief
The activation lost the large visual seesaw used to attract crowds in other European markets. Ireland therefore had to win attention without the campaign's biggest piece of spectacle.
It did. Every KPI was exceeded, 529 people participated on the strongest day, and the insights generated were reported directly to the European Commission. DG Employment subsequently renewed the international contract with ICF Next and We the People for a further three years.
