Just a few days before the summit celebrating 60 years of existence, NATO has launched an online campaign, with the goal of raising the awareness of young people regarding its activities. The campaign consists of three short movies, exploring the contrast violence and danger vs. peace and security. The movies, made by PR company Scholz & Friends, the same one that designed the EP campaign, do not provide explicit information about NATO, being aimed towards capturing young people’s attention and making them interested in what NATO is doing.
While the idea to address the young generation through online media is good (and fashionable), one cannot help wondering whether the campaign, on which NATO spent around 500 000 €, would have the expected effect. How often will we see these videos on Facebook walls or on Twitter? (let alone the fact that there is no easy embed function…) And, even more important, will they spark a debate among young people?