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 2013Tamás Király, Ministry of Foreign Affairs of Hungary

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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

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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

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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

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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.

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CAMPAIGN TOOLS

• TV (60-seconds minispots, talk show appearances)

• Radio (information „soundbites”)

• Internet (website, Facebook, web advertising)

• PR events (in secondary schools and universities)

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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

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WEBSITE WITH „EU CALCULATOR”

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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

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THANK YOU FOR YOUR ATTENTION!