In order to face the challenges of globalisation and safeguard our liberty, peace and prosperity, we need to unite. This is attainable; Europe is not just a common market. We share a history, a culture, many fundamental political and ethical beliefs and an outlook on life. Yet in many of our countries, euro-skeptic movements are gaining ground. How can we convince Europe’s citizens of a united Europe?
“How to brand Europe” was the topic of United Europe’s most recent Young Professionals Seminar from May 29-31 in Madrid. After an intense debate, this group of 20 young Europeans from twelve different nations and a wide array of professions proposed a branding strategy for Europe that centers on defining our common identity and strengthening our feeling of belonging together. Here’s their three-step approach that includes an advertising campaign based on the slogan “Only in Europe”:
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Define Who We Are
We are Europe because:
- we leave no one behind
- we have a common cultural heritage
- we are not one but many
- we give equal opportunities to everyone
- we safeguard democracy, peace, protection and the respect of our values
2. Take Actions
Job creation and mobility
- Foster apprenticeships and create an Erasmus programme for professionals
- Set up deregulated innovation zones and centres of excellence
- Find more funding to help create jobs
- Use companies and their work force to promote exchange programmes
Bring cultural values to all European citizens
- Improve the use of English as the European language
- Create a European football team and a European TV station
- Have European TV shows ( “Europe’s Master Chef” or a European Big Brother)
- Use films to transport European values
- Make sure that Europeans have fun together
Make our voice heard in Europe:
- Elect a European President
- Expect better leadership
Use communication channels effectively
- Have a better and clearer message about Europe
- Make better use of social media
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Find the best advertising slogans for “Only in Europe”
- 28 countries. One union. You will never walk alone. Only in Europe.
- Live in consensus with 28 countries. Only in Europe.
- 28 for One. Only in Europe
- Live in one country, be part of 28. Only in Europe.
- One place together, plenty of opportunities. Only in Europe.,
- Free speech in 28 countries. Only in Europe
- Live in peace. Eat good cheese. With 28 nationalities. Only in Europe