The "We Belong Lisbon II Referendum Campaign" was a non-governmental campaign aimed at reaching voters who were despondent about the EU or voted no in the first referendum. Through research analysis and focus groups, the campaign focused on issues important to these voters like Ireland's influence in Europe, EU decision making, and the economy. It provided explanations, facts, and simple messaging using bullet points, one page summaries, and short videos to keep the information concise and easy to understand. Popular local figures were used to deliver the message to these target voters.

2. We Belong
Lisbon II Referendum Campaign

3. We Belong Lisbon II Referendum
A non governmental communications campaign to reach out to those most despondent about EU
issues and Ireland’s membership of the European Union. Those who either voted No during the first
referendum, or didn’t vote.
• Analysis of research commissioned by the Department of Foreign Affairs (2008)
• Analysis of Lifestyle and Attitudes of Young Irish People (Ogilvy 2009)
• Qualitative Research amongst lower income earners 25-40 year olds Dublin and Cork.
Remained focused at all times on the issues that our audience said they were interested in;
Ireland’s influence in Europe, EU decision making, the economy exports and jobs.
• Explanations and facts.
• Non-threatening.
• Simple language, Straight up – you asked for one sheet – we’re giving you one sheet.
• Bullet points, one pagers and 45 second video - we kept it simple.
• We used “straight talkers” who were real, well liked and respected.
• Popular figures - no flashy celebrities.
• Utilised focus groups throughout, and used the Google analytics data to constantly update and
tailor our message.

7. Voter Turnout among key group