Mumbai: The European Commission has unveiled a large-scale pan-European communication campaign titled “Protect what matters: democracy,” ahead of Europe Day on May 9, commemorating the 81st anniversary of the Schuman Declaration.
The campaign has been conceived, designed, and executed by Havas Paris, Havas Play, Havas Media Network, and Prose on Pixels, with a focus on raising awareness among young Europeans about the importance of democracy in everyday life.
Running from April 20 to June 21, 2026, the campaign spans more than 3,650 cities across the 27 European Union member countries. It highlights key democratic pillars including free press, academic freedom, and free speech, positioning democracy not just as an institutional system but as a living framework that shapes individual and collective freedoms.
The integrated campaign combines traditional and digital media formats through a 360-degree approach aimed at engaging younger audiences. Deployed entirely through Europe-based platforms and media ecosystems, the initiative includes over 75,440 outdoor advertising panels, large-scale DOOH displays, and a prominent installation on the façade of the Berlaymont building, the headquarters of the European Commission in Brussels.
The campaign also extends across digital platforms including Twitch and YouTube, alongside high-traffic websites. To further connect with younger users, the agencies developed an immersive Snapchat lens titled “Protectors of Democracy,” allowing users to interact with democratic themes and understand their role in preserving democratic values.
Experiential activations form a major part of the campaign, with on-ground engagement taking place through partnerships with more than 1,000 cinemas and 6,200 bars across Europe. These initiatives are designed to create shared experiences and encourage conversations around democratic participation and civic values.
A key highlight of the campaign will take place on May 31 during the 20 km of Brussels, where a special activation titled “Run for democracy” will encourage citizens to symbolically support democratic ideals through collective participation.
The initiative marks the second chapter of the “Protect what matters” meta-narrative, a strategic platform originally developed by 365 Sherpas for the European Commission.
Credits:
CLIENT: European Commission Directorate-General for Communication – Campaigns Unit
AGENCIES:
HAVAS PARIS
Creative
Executive Creative Director: Etienne Renaux
Art Director: Thaïs Lemaire
Copywriter: Jean-Romain Sparano
Consulting
Partner: Philippine van Tichelen
Associate Director: Victoria Etter
Strategic Planning: Hugo Salomo
Production
Production Manager: Carine Petit
Head of Print: Joseph DeLaMure
Head of TV and Art: Benjamin Besnaïnou
HAVAS PLAY
Chairman: Stéphane Guerry
Executive creative director & Managing director : Fabrice Plazolles
Head of Production : Christelle Rezgui
Production Manager : Julien Pieuchot
Strategic Planner : Emmanuel Quéré
Copywriter : Pierre Diaz
Art Director : Noé Devin, Céline Mindus
ABYSSAL PRODUCTIONS
Antoine Desaintghislain
HAVAS MEDIA NETWORK
Managing director: Léa Furio
Partner: Thatcha Rasagopal
Business Director: Hugo Blanc
