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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
• 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 system NDA
Segregation of duties:National Development Agency Communication 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
establish communication 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 modification December, 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! - December 2007
– Get the best out of yourself! – March 2008
– It’s good to be proud! – June 2008
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: July 19. 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 the evening News on MTV
January - May 2008
www.modernkepmesek.hu
„EU-phoria” mini series
2-minute short films on finalized NSRF projects, aired weekday evenings at prime time.February – June 2008
IMPLEMENTATION - Television programmes
„Európai Idő” (European Time) magazine
TV magazine-style coverage of EU topics, achievements, tendering system in 12-minute slots, aired on SundaysFebruary – 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
PUBLICATION of list of beneficiaries
THANK YOU for your attention!
Judit SZŰCS
National Development Agency
