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Communicating EU funds effectively: 3 case studies from Hungary

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Széchenyi 2020

on 25 October 2015

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Transcript of Communicating EU funds effectively: 3 case studies from Hungary

Let's set the scene!
Communicating the EU Funds effectively-
3 case studies from Hungary

To raise
citizens
'
AWARENESS
about the
IMPACT
of cohesion policy in their
EVERYDAY LIVES
...
GO
BEYOND
BILLBOARDS

and
TV ADS
TARGET

THE
WIDE

PUBLIC
3
major

PUBLIC

EVENTS

1
common
GOAL


...through activities that...
GO
LOCAL
INVOLVE CITIZENS

ACTIVELY
take

place
in

PUBLIC
AREAS
HUGE Numbers Campaign
HUGE
NUMBERS
Spring
2013
Goal

demonstrate the results of 2007-2013 in numbers in a ...
TANGIBLE
Entertaining
Memorable
interactive
How we did it...
What made the campaign effective?
Following the campaign
Szilvia Mészáros


Prime Minister's Office
Communication Department for Cohesion Policy

illustrating the results of
7 most important development areas
(e.g. number of jobs created)
7 installations
by artists and designers

exhibited on the main squares of
7 regional centres
I
nnovative approach
introductory viral videos:
more than 11 000 views

microsite (for smartphones too)-
more than 42 000 downloads

continuous communication on the Facebook site-
1,7 mn downloads
, number of followers: doubled

QR codes placed next to the installations

Media coverage:
213 times

21 000
leaflets

Website


Facebook photo competition
participants were asked to upload a photo they took of one of the installations on our Facebook page
Environmental protection-Budapest
19 666
2591
Transport- Debrecen
Series of Open Days
of EU-funded
projects
How did it all start?
What was it about?
PR and media
first Open Days of EU-funded projects in 2013
huge success
motivation to
establish a tradition
on the threshold of a new period
Series of Open Days of EU-funded
projects
March, 2014
4
March
weekends

a
full day

dedicated to
each region
more than
50
projects

cover
all 7 regions

demonstrate the
impact
of cohesion policy directly

GO LOCAL


Zoo, Nyíregyháza
Movie centre, Etyek
1 main event
per region
Website

Leaflet
Press releases
Newsletters
Ads in national and regional newspapers

Radio and TV spots
o
Online ads and banners
Follow-up photo
competition
more than
20 000
visitors
and the tradition is to be continued...
Great media coverage-
more than 170
print, online,
TV and radio
materials


PM's Office
&
EC Representation




Partnership agreement

Joint communication
activities in 2014

Who was involved?
IN NUMBERS
10

years
10
km-s
10
emblematic
projects co-funded
by
the EU
2600
participants
Press releases
Newsletters
Newspaper and online ads
Interviews
Media coverage: 225
Celebrities involved

63 000

projects between 2007-2013
funded by the EU
Citizens' level of
awareness
ranks
high among EU Member States
Eurobarometer survey, 2013:
62%
of the Hungarian citizens
have heard
about EU co-financed projects
in the area they live
But
there's
ALWAYS

a
need
and
drive
to communicate
cohesion policy

MORE
EFFECTIVELY
to the public
Cohesion policy communication
in Hungary: institutional arrangement
Prime Minister's Office
Communication Department
for Cohesion Policy
Press, event organisation, marketing communication and OP communication
CENTRALISED, JOINT COMMUNICATION
ERDF
Cohesion Fund
ESF
in cooperation with
Managing Authorities
Huge Numbers video
Both events...
Szilvia Mészáros
szilvia.meszaros@me.gov.hu
for your attention!
Thank you

Full transcript