30 under 30: Young blood into parliament!

The Challenge

Ahead of the Czech parliamentary elections, young voters faced low political literacy and engagement, resulting in zero parliamentary representatives under the age of 30 in the previous term.

The Strategy

Grounded in audience research from Ipsos and political literacy insights, the "30pod30" campaign used a data-driven strategy to boost Gen Z civic participation. The approach focused on leveraging creator-led storytelling and platform-native content to elevate the visibility of young candidates.

Execution and Innovation

The initiative deployed platform-native creator content across digital channels and traditional media to simplify political discussions. Creators engaged young audiences directly in their social feeds, translating complex political issues into accessible, actionable civic dialogue.

Results

The campaign generated over 30 million organic impressions and nearly 790,000 interactions across digital platforms and traditional media. Crucially, it contributed to the election of 12 MPs under 30, up from zero in the previous parliamentary term.

Judges' Verdict

"A strong and well-structured campaign that addresses an important participation challenge through audience insight, creator-led storytelling and platform-native engagement."