As part of the project supporting the European Union’s Strategic Communication and Public Diplomacy in El Salvador, the Altair team continues to advance the EU Delegation’s communication strategy, entering a new phase focused on greater proximity to and engagement with citizens, particularly young audiences.
Within the framework of the Global Gateway strategy, this evolution represents a fundamental shift in narrative: moving away from institutional messaging about the EU’s work towards more relatable communication that connects directly with young people’s everyday lives and aspirations. In this way, the “Seguí” campaign becomes a message created by and for young people, accompanying them on their journey towards their own future.
A key pillar in expanding reach and building empathy at this stage has been the strategic partnership with local content creators, combining macro-influencers with niche creators. This approach makes it possible to translate and simplify strategic topics such as digitalisation, the green transition and connectivity, bringing them to audiences through dynamic, authentic formats tailored to the digital consumption habits of young people aged 18 to 34.
Through interactive social media initiatives, audiovisual content created by and featuring young people, and innovative activations, the “Seguí” campaign seeks to energise public conversation, encourage youth participation, and generate high levels of engagement, ownership and recall of both the messages and the European Union brand.
Through “Seguí”, Altair supports a more human approach to communication, adapted to new patterns of digital media consumption, helping ensure that the European Union’s action in El Salvador is not only communicated, but also experienced and shared.