Upload
eu-council-press-office
View
1.118
Download
1
Embed Size (px)
DESCRIPTION
Presentation by Zvonimir Frka-Petešić, Director-General, on the Croatian EU referendum campaign @ http://consilium.europa.eu/web4gov
Citation preview
EU referendum campaignin Cr atiaLessons learned
Zvonimir Frka-PetešićHead of the Directorate for Support to EU Accession ProcessMinistry of Foreign and European AffairsZagreb, Croatia
CLUB OF VENICE
Seminar -‐ «The next web and its impact on Government communica7on»16 February 2012Council of the EU, Brussels!
jeudi 16 février 2012
Milestones
★ 2003 Application for membership
★ 2005 Launch of accession talks
★ 2011 End of negotiations
★ 2012 Referendum
★ 2012-2013 Ratification of the Accession Treaty
★ 2013 Membership of the EU
jeudi 16 février 2012
EU political context
★ Enlargement fatigue
★ Lessons learned from previous rounds
★ Tougher accession conditions
★ Blockade of EU talks over bilateral issues
★ 6 EU crisis during accession talks
★ Impact on EU priorities
jeudi 16 février 2012
Background in Croatia★ Tougher accession conditions: is the EU fair with us?
★ Eurozone crisis: is it the right moment to join?
★ Complicated political schedule: uncertainty on dates
★ Unpopularity of the last Government
★ Communication mistakes
★ New Government
★ Late annoucement of the referendum date
★ Late interest of the media and the public
★ Sudden mobilisation of the eurosceptics
jeudi 16 février 2012
Communication tools★ In-house communication strategy★ TV and radio clips - FAQ, YouTube★ TV and radio debates, interviews, talk-shows★ Public debates, roundtables
★ Booklets, leaflets★ Ads and supplements in newspapers & web★ Halo EU! call-center★ Dedicated websites★ TV and radio clips - Politicians & Personalities
★ Facebook, Twitter, YouTube
jeudi 16 février 2012
jeudi 16 février 2012
jeudi 16 février 2012
Main target audiences
★ Unskilled & unqualified
★ Farmers
★ ‘Sovereignists’
★ The young
★ Workers (35-55)
★ Housewives
jeudi 16 février 2012
Main fears and counter-arguments๏ Lost of sovereignty
๏ Decline in living standards
๏ Euro and rise in prices
๏ Unemployement increase
๏ Rush on real estate
๏ Is the CAP good?
๏ Competitivness
๏ Greece
★ Malta, Slovenia, Denmark
★ Rise of in EU12
★ Euro is not yet in sight
★ 3 million jobs
★ Possible since 2009
★ Polish example
★ EU12: 2% >> 4%
★ and without the EU?
jeudi 16 février 2012
Results of the campaign
★ Noticeable rise of support (except among high-skilled)
★ Strong rise between the over-sixties
★ Rise of support among the young (39% > 60%)...
๏ ...but fallback in the last weeks
๏ Strong mobilisation of the eurosceptics
๏ Late start with social media
jeudi 16 février 2012
10 %
20 %
30 %
40 %
50 %
60 %
70 %
2006 2007 2008 2009 2011
For Against Undecided
IPSOS Puls, 2006-2011 - Voting intentions of those intending to vote in referendum
A stable majority in favour
2010
jeudi 16 février 2012
Opinion polls
★ Stable rise of the support
★ Last opinion poll (20 January)
★ Expected turnout: 58%
★ In favour: 61%
★ Against: 28%
★ Undecided: 11%
jeudi 16 février 2012
Outcome of the referendum
★ In favour: 66,27%
★ Against: 33,13%
★ Null and void: 0,60%
★ Real turnout: 58-60%
jeudi 16 février 2012
Lessons learned
★ Know the date early
★ Start earlier with social networks
★ Engage in discussion with people
★ Be citizen-oriented
★ Plain language
★ Working on a mobile app > handy EU
jeudi 16 février 2012
See you on 1st July 2013!
jeudi 16 février 2012