Bulgarians seem to not quite understand why it’s important to vote. That’s why we haven’t had a government in 2 years at the time this campaign was launched. Election fraud was, and to a great extent still is, everywhere. And the same people are trying to get back in power. Instead of telling people to vote, we decided to show them what happens when they don’t.  
On election day we released I Don't Know What To Choose – a video & ad campaign for Fashion Days – or a story about a girl who can’t choose what to wear. The video had a clear message. It was actually pointing towards the other choice people had to make that same day.  
When you don’t choose, everyone else chooses for you. Dosens of influencers shared our campaign on social media to take a break from speaking about clothes and speaking more about real choices. 

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