I think the campaign’s name is misguided at the least. The Commission’s target of ‘young citizens between 18 and 24’ is the most recalcitrant and rebellious demographic. Their likely response to “Can you hear me Europe?”: No, and I don’t care.
Communications consultants frequently repeat the mantra : Don’t repeat the negative. If you’re writing a letter to the editor, you don’t restate the erroneous claim. If you’re writing a speech, then focus on hope and optimism not doom and gloom. If you name a campaign about voted engagement, don’t highlight the general lack of ‘sound’.
In addition to a Twitter stream, the most visible component right now is a set of faux-home videos in which kids climb up Big Ben, the Eiffel Tower and other monuments and hang speakers. I don’t understand the trend of faux-viral videos. Some group in Brussels did a faux video of Palais de Justice’s dome blowing off, and not even 4,000 people have watched the video. Though I am impressed with the CGI skills.
The ‘keystone’ of this campaign is something called ‘The Shout‘. MTV is inviting everyone in Europe to shout, “Can you hear me Europe?” at 15h30 on April 30. I couldn’t believe it was that simple, but it is.
I can’t help but think of that worn-out quote that it is; “full of sound and fury; signifying nothing.”