An acute challenge in today’s Western democracies is how to design strategies to improve citizens’ democratic commitments. Yet, most previous efforts to bolster citizens’ democratic values – by providing them with elaborate facts, figures, and arguments – have generally failed.

The Advertising Democracy project (AdDem) argues that a successful intervention strategy should account for the fact that we live in an age when people face intensifying demands on their time and attention. Most do not want to spend precious time reading long, complex, democratic information from researchers and experts.