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The Hungarian Communication Strategy Challenges of planning efficient communication. Open Days, BRUSSELS 07/10/2008. MESSAGE???. The European Social Fund through projects of the Social Renewal Operational Programme is investing in your future. MESSAGE. BACKGROUND – specialities of Hungary.
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The Hungarian Communication Strategy Challenges of planning efficient communication Open Days, BRUSSELS 07/10/2008
MESSAGE??? • The European Social Fund through projects of the Social Renewal Operational Programme is investing in your future.
BACKGROUND – specialities of Hungary • no regional, but local identity • 15 OPs – 7 regional 8 horizontal • double challenge: communicating the results of 2004-2006, mobilization for 2007-13
STRUCTURE of communication • End of 2006: establishment of significantly simpler, more transparent and most probably faster operating institutional systemNDA • Segregation of duties: • National Development AgencyCommunication Department • general communication at national level • strategic planning • coordination of players • evaluation • Intermediate Bodies • programme communication and targeted information at regional level • keeping contact with potential applicants and beneficiaries • targeted information closely connecting to applications and projects • Beneficiaries • inform the public locally on the implementation of development • ensure the widest possible publicity of project
CHALLENGES of new programming period • Learning from 2004-06 • Changing communication regulations of EC • Successful implementation of NSRF 2007-13 • establishcommunication on new, strategic ground
DILEMMAS • Need for professional and efficient communication vs. fulfillment of requirements • Strong EU skepticism vs. vision of fast developments • Efficient communication needs to: • Respect the laws of the game • Eliminate skepticism • Create an authentic atmosphere
Negotiations and ASSESSMENT • Hungary’s member state-level communication strategy pursuant to Commission Regulation (EC) No. 1828/2006 • June 2007: 1st version: MA/NDA/EC consultation (remarks, recommendations: 2nd version) • Officially submitted to EC: October 2007 • Commission remarks and requirements for modificationDecember, 2007: • Role of MAs and MCs • Plans according to OP • Evaluation • Financial planning Modified plan Further negotiations in spring 2008 Final approvement: June 2008
IMPLEMENTATION - communication campaign • Role: raising awareness and sparking involvement of population, generating interest, presenting development areas and results in three stages • Tools: • Mass media: TV, radio, outdoor advertising • Local media: presenting achievements through successful NDP projects on sponsored pages in printed media • Messages: • You are a part of it! - December2007 • Get the best out of yourself! – March 2008 • It’s good to be proud! – June2008
Stage 1: „You are a part of it” campaign • You are a part of it! • It’s not that there will be a successful and new Hungary some time in the future, but there is already. You are part of it! You just have to work for it!
Stage 2: „Get the best out of yourself!” campaign • Get the best out of yourself! • Thanks to European Union developments there are already results, now’s the time to get the best out of ourselves!
Stage 3: „It’s good to be proud” campaign • It’s good to be proud! • There are concrete results of the 2004-2006 EU developments, we just have to see them! We have something to be proud of in the areas of the economy, human resources, environmental protection and infrastructural developments!
IMPLEMENTATION – events • New Hungary Boulevard • Theme: occasion of the approval of the NHDP OPs and the mass announcement of the calls for applications • Date: 19 August 2007. Venue: Andrássy Avenue • Attracted some 100 000 people to Andrássy Avenue • „Straight way” accessible outdoor festival • Theme: the one-day long event on Margit Island introduced the accessibility programs of Regional Operatív Program and Human Resorces Operatív Program. • Participants: the whole public, people with disadventages, NGOs, the potential beneficiaries of the ROP accessibility call for applications, press, opinion shapers • Date: July19. 2008. Venue: Margit Island
IMPLEMENTATION - Television programmes • Animated film series • Key messages of cohesion policy presented in 34 episodes co-produced by NDA and the Hungarian National Television Channel. • 2-minute spots aired weekdays before theevening News on MTV January-May 2008 • www.modernkepmesek.hu
IMPLEMENTATION - Television programmes • „EU-phoria”mini series • 2-minute short films on finalized NSRF projects, aired weekday evenings at prime time. • February – June 2008 • „Európai Idő” (European Time) magazine • TV magazine-style coverage of EU topics, achievements, tendering system in 12-minute slots, aired on Sundays • February – December 2008
„Jóban rosszban” (For better, for worse) – the popular soap opera clinic tenders for an EU grant! How the EU tendering and funding system works in practice as presented in the hit hospital soap opera series. February – December 2008 IMPLEMENTATION - Television programmes „Európa meg Én” (Europe and Me)mini series 1-minute short films of finalized NSRF projects, aired weekday evenings at prime time. May – July 2008
THANK YOU for your attention! • Judit SZŰCS • National Development Agency • Judit.SZUCS@nfu.gov.hu • www.nfu.hu