Context & Challenge
A critical window, a continent to mobilise
ILGA-Europe is the leading umbrella organisation advocating for the human rights of LGBTI people across Europe and Central Asia. It brings together more than 700 member organisations in over 50 countries, shaping policy, supporting civil society, and monitoring the state of equality through recognised tools such as the Rainbow Map.
Ahead of the 2024 European elections, ILGA-Europe identified a decisive opportunity. LGBTI rights remain unevenly protected across the continent, and political momentum shifts quickly depending on who gets elected. The organisation needed to raise awareness among citizens and candidates, encourage public commitments to LGBTI rights, and build visibility and accountability at European scale. Informing people wasn’t enough. The goal was to get them to act.
Strategic Insight
Visible, collective, easy to act upon
Advocacy gains real traction when it moves from principle to public commitment. In the specific context of the 2024 European elections, where attention is fragmented and engagement follows fast-moving digital behaviours, the campaign needed to be clear, stimulating and shareable.
MOJO built a communication strategy that simplifies the message into a concrete civic action, generates social proof through public commitment, connects individual engagement to a broader European movement, and uses social media dynamics to amplify participation among both citizens and MEP candidates. The campaign was designed to balance urgency with empowerment, making participation feel accessible and meaningful, while fitting the codes of political engagement specific to EU-level elections.
Solutions
A fully integrated campaign ecosystem
To support ILGA-Europe’s ambition, MOJO designed and deployed an integrated campaign ecosystem combining strategy, digital experience, and activation touchpoints. At its core was a precisely sequenced communication plan, structured to build momentum throughout the electoral period, from awareness and mobilisation, through re-engagement and digital activations, to voter participation.
Audience Analysis & Segmentation
MOJO identified and prioritised three key audiences: EU citizens willing to support equality, political candidates across member states, and advocacy networks and partner organisations. Beyond segmentation, the strategy was built around an engagement dynamic that aligned the interests of citizens and candidates with each other.
For MEP candidates, signing the pledge was framed as a public commitment and a visibility lever. Candidates who endorsed LGBTI rights gained exposure among engaged voters. Those same voters were then actively encouraged to support and vote for candidates who had signed, reinforcing the link between political commitment and electoral engagement.
Solutions
Message Platform & Campaign Narrative
MOJO crafted a unifying campaign platform: “Come Out 4 Europe.” More than a slogan, it was designed as a call to action operating at multiple levels: personal, political and collective. The narrative combined clarity with emotional resonance, making it easy to understand, adopt and share across diverse European contexts.
The campaign introduced a clear sense of urgency. Progress on LGBTI rights remains fragile, and what has been achieved can be challenged or reversed. That framing positioned participation not as optional, but as necessary. By linking individual expression to public political commitment, the campaign built collective momentum and turned a complex policy issue into a simple, actionable movement.
Solutions
Digital Strategy & Touchpoints
MOJO developed a digital-first ecosystem designed to maximise reach, engagement and visibility across Europe. A central campaign website served as the main conversion hub, enabling candidates to sign the pledge and making their commitment publicly visible through a dynamic interface that showcased supporters and built social proof.
To extend reach among younger audiences, a dedicated TikTok filter was developed to drive virality and visibility, a key segment in the European electoral landscape. The platform was conceived as both a tool and a symbol: a space where commitment becomes visible, shareable, and measurable at scale.
Results & Impact
From awareness to accountability
The campaign translated advocacy into measurable civic and political engagement across Europe. 1,110 candidates signed the pledge, of which 164 were elected. 24.17% of the new European Parliament had signed. Voter mobilisation contributed to a 51% turnout, up one point from 2019, with 64% of young EU citizens expressing their intention to vote.
Beyond the numbers, the campaign built a foundation for long-term advocacy. The pledge structured future engagement with elected officials and positioned ILGA-Europe as a trusted and influential voice, with continued collaboration initiated after the elections.
Testimonial
“The quality of the campaign was remarked upon by many candidates, meaning it was taken seriously and established trust in ILGA-Europe as a voice to amplify the needs and goals of LGBTI member organisations across the EU.”
Ilga Europe
