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Make Europe sexy again: how an image makeover could improve the fortunes of the EU

If we want to build a cohesive Europe, it pays to make it look fun and exciting. Is it time to sex up the EU?

By Andreas Kaplan  

Thousands of protesters take part in a March for Europe, through the centre of London on July 2, 2016, to protest against Britain's vote to leave the EU, which has plunged the government into political turmoil and left the country deeply polarised. Protesters from a variety of movements march from Park Lane to Parliament Square to show solidarity with those looking to create a more positive, inclusive kinder Britain in Europe.

How to render the EU sexy? Many rather unsuccessful attempts have been made. The Young Europeans of Isère, a French department in the Auvergne-Rhône-Alpes region, conducted a campaign with the theme “Europe is sexy” to increase voter turnout in the 2014 European elections. In 2017, the German TV channel Tele5 launched its “Europe ist geil” campaign which, albeit in a more colloquial…

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