At a time when the EU is facing the challenge of people’s skills not always matching with what the economy needs, logos was tasked to turn policy into stories people could connect with.

Labour and skills shortages are affecting key sectors such as healthcare, construction and STEM. The European Union’s response is Union of Skills, a flagship initiative designed to mobilise all generations around lifelong learning and skills development.

logos managed to successfully turn the Union of Skills policy agenda into a relatable, high‑visibility narrative. The campaign not only built awareness ahead of the 2025 European Education and Skills Summit but also drove measurable traffic and engagement, especially by building momentum the event.

The objectives of the digital campaign

The European Commission tasked logos with designing and running a 6-week digital campaign to engage a cross-generational audience across the EU-27.

Our mission went beyond visibility. logos set out to drive strong attendance by ensuring a broad audience followed the livestream of the European Education and Skills Summit and participated on-site in Brussels. At the same time, logos aimed to raise awareness on the Union of Skills initiative and engage and inspire young people by encouraging them to explore relevant EU initiatives.

This is where our team decided to focus on strategic storytelling.

The challenge: one message, many audiences

The core challenge was not reach, but relevance. The campaign needed to engage very different audiences (from institutional stakeholders to young Europeans aged 16–35) across platforms that each come with their own cultures, strengths and limitations.

• Instagram, with its visual and ephemeral formats, was used to spark emotional connection with younger audiences. The focus was to boost the Union of Skills’ visibility among teenagers and young adults, popularising the idea that developing basic and advanced skills (particularly in digital, STEM, and civil rights areas) is vital to their future, and eventually promoting the 2025 European Education and Skills Summit among youth.
• Facebook has a diverse audience, especially former Erasmus+ participants and teachers. logos focused on fostering interaction and dialogue, helping users understand how EU skills policies translate into real‑life opportunities.
• X has a more institutional audience, such as political actors, universities, youth associations, and researchers. This platform was leveraged to reinforce trust and pride in the European Union by celebrating the EU’s leadership and forward-thinking approach to addressing Europe’s skills gap.

Our contribution: taking action and creating solutions

Our strategy followed a phased approach, with the campaign unfolding across four distinct stages (Teaser, Promotion, Summit, and Wrap‑Up), each with tailored content and objectives.

The logos team analysed platform‑specific behaviours, audience demographics, and engagement trends to design a digital strategy that included posts, carousels, Stories, and Reels, highlighting key themes such as basic skills, digital skills, STEM, higher education, and vocational education and training (VET). This was complemented by community management activities that ensured ongoing engagement through responses to questions and encouraged dialogue.

One of the campaign’s strongest assets was continuity. Building on insights and engagement patterns from previous Summit editions, logos identified the Ambassadors from the 2023 Summit and refined them further for 2025, evolving the narrative to keep it fresh and relevant. ‘What are Ambassadors?’, you might ask: they are fictional personas that represent key audience segments, each with a defined backstory, career path, motivations, and core message. They translate audience data into relatable characters that guide content, storytelling, but also ensure consistency and relevance.

The mission was to spark interest in the Summit by creating scenarios, both visually and through written messaging, that allowed the audience to relate to the content.

The creative work included save‑the‑date visuals, registration calls, informative carousels, teaser videos, post‑event videos, interactive Instagram Stories with polls and questions, and even meme‑based content inspired by Instagram/TikTok trends to boost reach and relatability.

logos made sure to follow social media trends to boost visibility and leverage social media algorithms to make our content go viral and keep viewers’ attention by engaging with European youth. The audience responded positively and actively contributed to the polls.

The content invited users to reflect on how skills development transforms careers, how inclusive education empowers individuals, and why lifelong learning is a shared mission for the European Union.

In terms of video production, logos coordinated the production of multiple video formats together with ESN, a sister company under the MCI Group Belgium: a teaser video to raise awareness ahead of the Summit and a post‑event video to recap and amplify the key achievements.

Results and impact

On 13 November in Brussels, the Summit welcomed over 600 participants across 11 interactive sessions, supported by strong livestream attendance. The digital campaign successfully translated a complex policy initiative into an engaging, inclusive narrative leading to the event.

Throughout the campaign, the team produced content across multiple formats, including square visuals, carousels, memes, Instagram Stories, Reels, and teaser videos, ensuring complete alignment with the European Commission’s visual identity and media guidelines. In terms of output development, together with graphic designers and videographers, our creative team created the following assets:

• 80+ visuals across Facebook, Instagram and X
• 2 Instagram Reels
• 2 wrap-up videos
• 100+ digital assets were produced and disseminated (photos, images, short videos, long videos)

In terms of reach, the campaign garnered thousands of likes and hundreds of comments across 80+ posts and stories across platforms:

• 450K+ total impressions and views
• 5K+ engagement and interaction
• 500+ link clicks

And the special contribution of Executive Vice-President for Social Rights and Skills, Quality Jobs and Preparedness Roxana Minzatu to the campaign.

This campaign clearly demonstrates logos’ strengths: combining people‑centred storytelling with data‑driven digital strategy, maintaining strong continuity across editions while continuously refreshing the narrative, and delivering creative work that is both trend‑aware and institutionally sound.