As the tenth European elections approach on June 6th to 9th, 2024, concerns over declining voter turnout persist across the EU’s 27 member states. In the Netherlands, where voter participation, especially among young citizens, has been notably low, Ben & Jerry’s is pioneering a unique initiative to encourage engagement in the democratic process.
Recognizing the importance of bolstering democratic participation, Ben & Jerry’s is enticing Dutch voters, particularly the youth demographic, with a delectable incentive. Following their vote on June 6th, citizens can exchange their iconic red voting pencils for complimentary servings of Ben & Jerry’s ice cream at six designated locations across the country.
To further facilitate voter turnout, individuals can pre-commit to voting, receiving timely reminders from Ben & Jerry’s ahead of election day. Even those without a red voting pencil can partake in the initiative by presenting their confirmation email, ensuring that no one misses out on the opportunity to enjoy a sweet treat while exercising their civic duty.
