The Prime Minister’s Office
Let’s choose growth – the case for EU reform to boost growth in Europe
Print | Campaign
Let’s choose growth was a campaign designed to influence European leaders on EU reform to boost growth in Europe. It argues the need for EU reform to meet these challenges and help boost trade, enterprise and innovation.
The Prime Minister’s Office wanted to promote the case for EU reform to boost growth in Europe. Originally conceived as a policy paper to support the Government’s EU growth agenda for Davos, the brief quickly grew to include a printed booklet for FTSE 100 CEOs translated into five languages for the press and opinion formers, a public-facing pdf for the Number 10 website and an animated video for digital channels.
My challenge, as the brief evolved, was to convey the case for reform as a compelling story and translate complex economic information into bold, simple and compelling infographics that would work in any format and make an immediate visual impact on the reader.
I worked with the Prime Minister’s Office staff to develop a strong narrative structure on which to base the story, stressing the risks of doing nothing but also emphasising the prize to be gained by decisive action. I used supplied data (from the Department for Business, Innovation and Skills, HM Treasury and the Foreign and Commonwealth Office) to select the most appropriate statistics and interpret them into a bold graphic style, so they would make immediate sense to anyone, regardless of their knowledge of economics.
We also worked with the animators to turn the story into a script – distilling it into a series of arresting messages – and helping them to turn our graphics into dynamic moving images that could be viewed on the Number 10 website.
The result was a suite of assets that could be used for targeting a range of audiences including political leaders, newspapers, opinion formers and students across Europe as part of a campaign designed to influence the future shape of policy.
As a result of the campaign, The European Council agreed on robust action at EU level to stimulate growth including a new impetus for the single market particularly completing the digital single market and actions to improve the single market in services.
