As the EU election on June 9 approaches, the battle for voters’ favor in Denmark intensifies. Both the Denmark Democrats (Danmarksdemokraterne) and the Moderates (Moderaterne) have chosen to place their party leaders, Inger Støjberg and Lars Løkke Rasmussen, at the forefront of their election posters, even though neither of them are candidates for the European Parliament. Starting Saturday, Støjberg and Løkke Rasmussen will adorn lampposts across the country.
Although it may seem surprising that party leaders take such a prominent role in the election campaign when they are not on the ballot themselves, it is a tactic aimed at leveraging their familiar faces to attract voters. Lars Løkke Rasmussen, who recently celebrated his 60th birthday, expressed it as: “It’s about something and not someone.” He sees his prominent role in the campaign as part of a larger mission to secure the Moderates’ long-term survival in Danish politics.
On the other hand, the Denmark Democrats are running with a number of relatively unknown candidates, which is why Inger Støjberg’s familiar face could be a strategic advantage. Research from Aarhus University emphasizes that unknown candidates can have an advantage if they appear attractive or competent on election posters, but a known face can add an extra dimension of credibility and recognizability.
Interestingly, the Socialist People’s Party (SF) has taken a more humorous angle in their election campaign, with a poster featuring former chairman Villy Søvndal using an ironic quote about climate change. This is an example of how parties are not only competing on political positions, but also on attention in the public sphere and on social media.
With less than a month until the election, the streets will soon be filled with a mix of political messages and creative installations, all designed to catch the voters’ eye and vote.