Campaign Elements
The Commission decided on a series of publications and events that would form the basis of its campaign to fulfil its statutory mandate to raise awareness of the referendum, to increase public understanding of the referendum proposal and to encourage voter turnout.
The Commission decided that it would:
- Prepare and distribute to all homes a short guide to the Treaty, containing what the Commission determined to be the main points of the Treaty.
- Prepare an extended guide explaining the Treaty more comprehensively, and distribute this via public offices and to anyone who requested it. The existence of this extended guide was widely publicised through the short guide, the advertising campaign, and through other means.
- Also publish this extended explanation of the Lisbon Treaty and the referendum proposal, and publish other related material on a dedicated website.
- Run a “register to vote” campaign through online advertising aimed in particular at younger voters, and through seeking press coverage. This was to encourage people to check they were on the electoral register, and to register to vote.
- Establish a Lo-call phone service for voters who wished to order a copy of the extended guide or to ask questions about the Treaty content.
- Hold a press conference to announce its plans.
- Run a major national advertising campaign on television, radio, press, outdoor and online, with a variety of executions and texts, to explain specific aspects of the Treaty.
- Target younger voters by taking advertising on social networking sites such as Bebo and Facebook and organising a “viral” video to be placed on YouTube.
- Change the advertising message in the final week to one encouraging people to vote.
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