European Commission Launches 'Protect What Matters: Democracy' Campaign Across 27 Countries

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 has unveiled 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 emphasises 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 realise 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, centred around the call to action 'Run for democracy,' inviting citizens to symbolically mobilise 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.