The European Commission celebrates Europe Day with a pan-European campaign in support of democracy, created by Havas.
Just days ahead of May 9, an emblematic date marking Europe Day and the 81st anniversary of the Schuman Declaration, the founding act of European integration, the European Commission is unveiling a large-scale communication campaign titled “Protect what matters : democracy.”
Conceived, designed, and orchestrated by the agencies Havas Paris, Havas Play, Havas Media, and Prose on Pixels, this pan-European campaign aims to raise awareness among young Europeans about the importance of democracy in their everyday lives.
A campaign to reaffirm democratic fundamentals
Running from April 20 to June 21, 2026, across more than 3,650 cities in the 27 European countries, the campaign highlights several essential pillars of democracy:
- Free press
- Academic freedom
- Free speech
Through these themes, the campaign emphasizes that democracy is not limited to an institutional framework, but is a living foundation embedded in everyday life that directly influences the individual and collective freedoms of European citizens.
A 360° approach to engage Europe’s youth
To effectively reach younger audiences, the campaign relies on a hybrid media and creative strategy combining traditional formats with digital innovation.
100% made in Europe, the campaign is deployed notably through:
- Large-scale OOH and DOOH displays (over 75,440 OOH panels), including the façade of the Berlaymont building, headquarters of the European Commission in Brussels
- Digital activations on major platforms such as Twitch and YouTube
- A presence on high-traffic websites
In addition, formats specifically designed for younger users further enhance the campaign. Among them, the creation of an immersive Snapchat lens, “Protectors of Democracy,” allows users to interactively engage with the campaign’s messages. By highlighting the democratic achievements we benefit from every day, this tool helps users realize that they themselves can become active participants in defending and protecting the European democratic model.
Experiential advertising at the heart of local communities
The campaign also comes to life on the ground through experiential advertising organised across all European countries, in partnership with more than 1,000 cinemas and 6,200 bars.
These initiatives aim to create moments of sharing and dialogue around democratic values by embedding the campaign in social spaces frequented by young Europeans.
A highlight focused on sport and civic engagement
As a key moment of the campaign, a special activation will take place on May 31 during the 20 km of Brussels, centered around the call to action “Run for democracy,” inviting citizens to symbolically mobilize in support of democratic values.
With this campaign, the European Commission is rolling out the second chapter of the meta-narrative “Protect what matters,” a signature developed by the agency 365 Sherpas.
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 Directors: Noé Devin, Céline Mindus
ABYSSAL PRODUCTIONS
Producer: Antoine Desaintghislain
HAVAS MEDIA NETWORK
Managing Director: Léa Furio
Partner: Thatcha Rasagopal
Business Director: Hugo Blanc
