On the power of hope, creativity and experimentation in voter mobilisation campaigns

“We decided, if our autocratic rivals choose fear, we’ll choose hope. Of course, we were a bit sceptical about whether it would work or not, but what we observed in the last election this year, the hope campaigns are bearing seeds in the long run. This is highly relevant for the upcoming European elections as well. Our hope campaigns inspired millions to wake up and vote all over Türkiye, guided by hope even after a year. This same hope has the power to inspire and unite Europeans towards a shared future.”

– Elif Güney Menderes, Founder, Human Rights Academy (Türkiye)

One of the main takeaways we gathered from our NECE Lab in Sofia, “Between Reality and Hope”, on 20-21 May:

Hope beats fear.

With the 2024 European Parliament elections around the corner, civic educators and civil society organisations from all corners of Europe convened to reflect on the triumphs and shortcomings of past campaigns. Together, we began to piece together a toolbox filled with principles and instruments to guide our future mobilisation endeavours. We analysed case studies, examining both successful and less effective campaign strategies with examples from the UK, Ireland, Poland, Hungary, the Czech Republic, Switzerland, Bulgaria, Turkey, Estonia, and Belgium. Most importantly, we want to share these lessons with you in the hope that they help you and us navigate the remainder of this pivotal election year, the most intense in history.

What we learned is that values-based efforts don’t pay back immediately: one can lose the elections but still win the argument in the long-run and be able to continue the good fight.

We also learned about the power of experimentation in its most brave and vulnerable states and how only through experimentation and empathetic civic campaigning are we able to reach the hearts and minds of the electorate, providing the needed resilience for our campaigns.

What we also learned is that effective communication strategies are paramount, requiring a blend of proactive, authentic storytelling and a healthy dose of what someone framed as “ethical populism”. Crafting compelling narratives additionally involves recognising and countering smear campaigns by rephrasing and reframing issues to push new, constructive narratives.

Our case study from Türkiye showed that engaging an audience where you are placing your focus on listening and empowerment is the best way to foster a sense of agency and encourage collaborative efforts. Building bridges and being open to changing minds through inclusive and encouraging dialogue underscores the importance of intersectionality in these efforts.

What we learned from our Swiss and Estonian case studies is that civil society is most effective in motivating democratic participation under specific conditions that foster engagement and resilience, such as the presence of a supportive legal and political environment, access to information, opportunities for participation, and a culture that values civic engagement (read Swiss case study below).

The Polish example of 2023 demonstrates that targeted campaigns that seize the right moments, coupled with serious consideration of polling results, can significantly enhance strategic impact.

Personalising the issue for voters and incorporating personal testimonies proved effective in both Ireland and Poland when advocating for women’s reproductive rights (read case study from Ireland below).

Combining online efforts with grassroots mobilisation, using platforms like TikTok and Instagram to reach younger audiences, combined with the use of compelling visuals, humour and tactics to speak to all sections of society is what drove the highest participation in years at the Swiss referendum in 2016.

On the other hand, advocacy work can also do wonders by engaging with politicians constructively, steering clear of cancel culture and aiming to achieve common ground at all times, as our Reconstruction of the State case study from the Czech Republic shows.

The Sofia lab concluded by discussing the use of public election compasses and other tools for civic engagement, such as the Wahl-O-Mat in Germany, the Kieskompas in the Netherlands, and other VAAs (Voting Advice Applications) for the entire European Union, such as the EU&I – all such tools being designed to facilitate informed voting by helping citizens understand which political parties or candidates align with their own views on important issues, particularly those related to European governance and policies.

We also touched on the integration of digitalisation in participatory processes that encourage playful yet meaningful engagement beyond electoral processes, with www.civocracy.org being such an example, where citizens join discussions on community issues, propose solutions, and vote on ideas while earning points for their contributions.

Finally, we discussed the benefits of hope-based communications – a pragmatic approach to winning support for policies and advocacy positions by showing how they will work. The approach, originally developed by Thomas Coombes, has now a growing community applying hope-based comms in different contexts – for instance, coupled with arts and public activations that enhance interaction and participation, as demonstrated by our FineActs case study (read FineActs case study below).

For us, it is clear that effective voter mobilisation should count on strategies that extend beyond immediate emotional appeal, fostering sustained engagement and informed long-term participation. While powerful visuals and emotional triggers can spur action, their educational value must be scrutinised for a more sustainable impact. Therefore, embracing and analysing failures transparently is crucial for refining these strategies. Drawing inspiration from the Swiss and Estonian political systems, where continuous public participation and comprehensive information dissemination are integral, can enhance this process.

Our aim, as civic educators, is to leverage all of these diverse tools and foster an environment of inclusivity and critical reflection, placing ongoing civic engagement centre stage, so that voters’ perceptions of ownership and agency in the process are steadily uplifted and not only during electoral campaigns. After all, as the Germans often like to say – ‘after the elections is before the elections’.

Here are some of the case studies we discussed at the Sofia NECE Lab:

Case study: Operation Libero, Switzerland

Operation Libero, a youth political movement in Switzerland, emerged in 2014 as a progressive counterforce to right-wing populism. The movement employs innovative digital tools as well as pop culture icons to engage diverse audiences. A significant victory for Operation Libero occurred in February 2016, following the Swiss People’s Party’s (SVP) peak election performance. Faced with an SVP-sponsored referendum proposing the automatic deportation of immigrants for minor offences, Operation Libero managed to significantly motivate and mobilise people, leading to increased awareness, discussion, and participation in the political process. This was done by using creative digital tools and tactics to speak to all sections of society, such as – consistently promoting an optimistic vision of Switzerland in 2050, contrasting sharply with the conservative and backward-looking narratives of right-wing actors and raising brand awareness through accessible and fun language grounded in popular culture. This approach successfully captured people’s attention and made complex issues easily understandable, resulting in widespread engagement and support.

As a result, the referendum was decisively rejected by 59% of voters, with a turnout of nearly 64%, marking the highest participation in years. This success marked the beginning of an unbroken streak of victories for Operation Libero over SVP-led referendums, showcasing its effectiveness in promoting progressive values and transforming the political landscape in Switzerland.

Learn more about this here.

• “Bezpieczna Polska w Unii” –  A secure Poland within the Union
• “czy osamotnienie w Europie?” – or isolation in Europe?
• “Inicjatywa Głos Kobiet” – Voice of Women initiative
• “TO TWÓJ WYBÓR. Idź na wybory” – IT’S YOUR CHOICE. Go to the polls

Case study: “IT’S YOUR CHOICE”, Poland

The “IT’S YOUR CHOICE” campaign in Poland, organised by the Batory Foundation and the Voice of Women initiative, aimed to mobilise women aged 18-39 by emphasising the direct impact of their votes on issues they care about. Through a three-stage research process, the campaign discovered that while many young women avoid discussing politics, they are knowledgeable and value-driven. The campaign focused on topics beyond reproductive rights, including mental health and national security, and avoided guilt-based messaging. It successfully engaged over 3 million women through extensive volunteer efforts, widespread distribution of promotional materials, and significant media coverage, resulting in an estimated reach of 90% of the target group and an advertising value equivalent of nearly PLN 5 million. In a historic first for Poland, a higher percentage of women than men participated in the voting process. Nearly 75% of eligible women exercised their voting rights, marking a significant 12% increase compared to the turnout in 2019. With 74%, this was the highest voter turnout since 1919.

Case Study: Together for Yes, Ireland

The Together for Yes campaign, which culminated in the 2018 referendum to repeal Ireland’s constitutional ban on abortion, provides vital lessons for civil society movements.

Together for Yes was an extensive civil society coalition focused on engaging the middle ground of public opinion. Pre-campaign research indicated that while 25% of the population supported the repeal and 20% opposed it, the majority were undecided. The campaign, led by three key organisations—the National Women’s Council, the Coalition to Repeal the Eight, and the Abortion Rights Alliance—brought together diverse segments of the women’s and reproductive rights movements. It relied heavily on research, personal testimonies, and the framing of abortion as essential healthcare to shift public opinion and foster a broad consensus.

The campaign’s strategy highlighted three core elements: identifying and persuading the undecided majority, utilising trusted voices like medical professionals, and building on grassroots momentum. Personal stories were crucial in dispelling myths and humanising the issue, making it relatable to a broad audience. The death of Savita Halappanavar, a woman denied an abortion, was a turning point, underscoring the law’s tragic consequences. The campaign also made the issue personal to voters with messages like “Who needs your yes?”, linking the cause to their loved ones. These strategies were essential in mobilising voters, although the political and online landscape has since changed, posing new challenges for future campaigns.

The lessons from Together for Yes remind us of the power of strategic, empathetic, and inclusive civic campaigns. By drawing on these insights and adapting them to the current political climate, we can work towards a more engaged and hopeful electorate, ensuring that our democratic processes remain robust and reflective of the people’s will.

Case study: Fine Acts, the “Get Out & Vote” initiative

Fine Acts, a global creative studio for social impact, is dedicated to leveraging the power of art and collaboration for positive change. Recently, they embarked on a project with 27 talented artists from each EU member state to produce a compelling poster collection advocating for the importance of voting. With the European elections looming and democracy under threat, these visuals aim to inspire citizen participation and uphold European unity and values.

What sets this initiative apart is that all artworks are freely accessible on Fine Acts’ platform TheGreats.co, empowering individuals, organisations, and activists to spread the message of voting’s significance. As part of a broader campaign encompassing showcases, AR exhibitions, and online activations across European cities, Fine Acts is committed to building momentum leading up to the elections in June.

Case study: The Pursuit of Democracy – an Active Participatory Tour

A guided tour about democracy at the House of European History enables visitors to explore the profound significance of democracy in Europe’s history. Through this tour, participants gain insights into democratic theories and their practical challenges, witness the evolution of democratic regimes, and understand the actions Europeans have taken to make their voices heard. Utilising the Visible Thinking Method, the tour encourages active participation, allowing visitors to share perspectives and create a collective understanding of democracy. Trained guides use structured routines to facilitate curiosity and deeper engagement, making democracy a living, evolving concept shaped by shared experiences and personal connections.

Learn more here.

The NECE Lab was made possible with the support of the German Federal Agency for Civic Education.