European Parliament films real births to encourage voter participation

Spot suggests today's challenges can't be solved individually.

The European Parliament has launched a three-minute film using the birth of real babies as a metaphor for the hope it claims it offers the world in an attempt to encourage people across the European Union to vote.

Created by Copenhagen-based agency & Co, which is a sub-contractor of European Broadcast Partners, "Choose your future" is designed to show that today’s challenges can’t be solved individually or on a national level. However, if Europe stands together, it’s possible to lead the way on issues such as climate control and that the more people vote, the stronger European democracy becomes.

The film, spanning digital and social media, was directed by Frédéric Planchon. He said: "We witness the nervous last hours of pregnancies, going into labour and finally the actual birth of these children that will inherit our decisions in the upcoming elections. We see the love and hope that meets the newborns."

It is targeted at 500 million Europeans and the long-form content will be supported by TV, cinema, print and PR activity.

Johan Køhler, partner and copywriter at & Co, added: "The biggest act of hope and will to believe in a better future is putting a child into this world, and this is not a political campaign. It’s not about who and what to vote for. It’s about why we vote and, in my mind, we vote because we have to deal with the challenges we face globally, unless we want to leave the coming generations worse off."

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