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Case Studies


The Sun ‘Democracy. We love it’

The Sun ‘Democracy. We love it’

‘Ignore The Sun and its readers at your peril Mr Brown’ was the message from a recent campaign by The Sun.

Created by Euro RSCG London this case study showcases The Sun’s political clout by reminding Britain of the promise that Gordon Brown made to give the public a referendum on Europe.

The campaign was timed to coincide with the Labour Party Conference, and was kickstarted with the front page of The Sun, backed by national radio and an outdoor and ambient campaign centred in Bournemouth.

The print creative featured the iconic image of Churchill outside Number 10, but sporting Gordon Brown’s superimposed face and pictured giving two fingers to Britain. The headline read: ‘Europe. Never have so few decided so much for so many’.

The online campaign at encouraged readers to have their say on the issue and register their vote to demand an EU referendum.

See this campaign in full by clicking on the video link below.

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