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EESC Civil Society Media Seminar, Brussels, 25-26 November 2013

Communicating the cost of non-Europe: the „My Europe” media campaign in Hungary (February-April 2013). EESC Civil Society Media Seminar, Brussels, 25-26 November 2013 Tamás Király, Ministry of Foreign Affairs of Hungary. WITHIN THE MANAGEMENT PARTNERSHIP (MPA) FRAMEWORK:.

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EESC Civil Society Media Seminar, Brussels, 25-26 November 2013

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  1. Communicating the cost of non-Europe: the „My Europe” media campaign in Hungary (February-April 2013) EESC Civil Society Media Seminar, Brussels, 25-26 November 2013 Tamás Király, Ministry of Foreign Affairs of Hungary

  2. WITHIN THE MANAGEMENT PARTNERSHIP (MPA) FRAMEWORK: Developed jointly by the Hungarian MFA, the Commission Representation and the EP Information Office in Budapest Based on the inter-institutional communication priorities for 2012 Annual communication plan signed by all three partners Intermediate Body is the MFA: in charge of procurement and implementation 1st complex media campaign on EU in 7 years

  3. WHY AND HOW ‘COST OF NON-EUROPE CAMPAIGN’ WAS CHOSEN? • Analysis of public opinion polls • Identification of target groups • Brainstorming with experts and key policy makers

  4. IMPLEMENTATION Budget: 125.000 EUR Public procurement tender: 8 applicants, negotiations with 3 Decision and contract by December 2012 MEC/Young & Rubicam selected (with the involvement of external EU experts) Weekly status meetings from December, together with COM REP and EPIO Opening press conference 21 February Campaign period 25 February- 25 March Concluding press conference 11 April

  5. CAMPAIGN MESSAGE DEVELOPMENT • What would it be like, if there were no EU? • Being European and Hungarian do not contradict each other, on the contrary.

  6. CAMPAIGN TOOLS TV (60-seconds minispots, talk show appearances) Radio (information „soundbites”) Internet (website, Facebook, web advertising) PR events (in secondary schools and universities)

  7. TV 2 animated spots with kinetic typography Personal stories with EU information in the concluding part „Hungary without the Hortobágy? It wouldn’t be the same.” 5 talk show appearances by campaign representatives

  8. WEBSITE WITH „EU CALCULATOR”

  9. SOME RESULTS TV spot reached 5.285.000 viewers or 57,6% of population (476 times on one national and three thematic cable channels) 5 talk show apprearances with reach between 554.000 and 1.422.000 each Radio spot reach 1.563.500 (18.4%) Online surfaces (microsite & Facebook) viewed by 55.576 users (on average 1.628 user/day during campaign period), 806 Facebook likes, 1.231 used the „EU Calculator” 5 secondary school and 6 university PR events (interactive lectures, discussion panels, with the participation of MoFA leaders) reached 1.239 students

  10. THANK YOU FOR YOUR ATTENTION!

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