How to speak about the European Funds in TV campaigns ?

2. How to speak about the European Funds in TV campaigns? Jacek Jaworski

3. Agenda • Crucial issues during planning campaigns • „Bearded guys” – humor in spots • „And that’s how it works!” – multi-OP campaign • Language, metaphors and context • Grant competition for the promotion of EF

4. How to: • attract target audience (ideas: humor, people’s stories) • present different aspects of the EF (capacity and cohesion of the messages) • convey ideas in comprehensible and credible way (language, context)? Ministry of Regional Development - 4

5. Bearded guys – humor in TV spots • Product: www.funduszeeuropejskie.gov.pl and the European Funds Information Desk Network • Objective: to increase the number of website visits and advice given by the EFIDN • Implementation ideas: intrigue the viewers, stand out from advertising clutter, break the stereotype that the subject matter of the EF is too complicated and not for average viewers • Media: TV, radio,Internet Ministry of Regional Development - 5

6. Bearded guys

7. Bearded guys - conclusions • High effectiveness (increase of indicators: website visits, given advice, spontaneous awareness of the website and EFIDN as a source of knowledge on the EF) • Bringing the EF’s subject closer to the people • Positive reception • Breaking through clutter • Popular topic for discussion, comments (taking it out of the TV realm) • Non-conventional way of speaking about the EF • Concerns: • Balance between formal and informal way of speaking about the EF • Danger of overpowering the message (what viewers will remember from the ad) Ministry of Regional Development - 7

8. Bearded guys – effectiveness indicators • Reach: • 1+ = 88 % (appx.) 19 390 000 people watched • 3+ = 75 % (appx.) 16 525 567 people watched • Cost per person* = (appx.) 0.14 PLN / 0.03 €** • Website visits*** = 422 721 • Given advice**** = 2100 (doubled) *Cost of buying TV time / 1+ Reach ** Currency rate: ECB (22 November 2011) *** during campaign ****2 weeks after starting the campaign, only the Central Information Desk in Warsaw Ministry of Regional Development - 8

9. Bearded guys – effectiveness indicators • Spontaneouse awareness of the website www.funduszeeuropejskie.gov.pl as a source of information on the EF increased from 7% (before campaigne) to 15% after campaigne • Spontanouse awareness of the EFIDN increased from 15% (before campaign) to 21% after campaign Ministry of Regional Development - 9

10. And that’s how it works! – multi OP campaign • Product: National Cohesion Strategy, 4 Operational Programs • Objective: to present the benefits of implementing NCS/OPs • Ideas: couple of well-known journalists (celebrities) travelled across Poland and tracked down the changes caused by the EF • Strategy: 1st introduction spot (NCS), followed by 4 OP’s spots (in 2010, TV spots were broadcasted in monthly intervals, one spot per month, in 2011, parallel broadcasting) • Media: TV, radio, internet Ministry of Regional Development - 10

11. NCS spot Ministry of Regional Development - 11

12. Infrastructure and environment Ministry of Regional Development - 12

13. Eastern Poland Development Ministry of Regional Development - 13

14. Human Capital Ministry of Regional Development - 14

15. Innovative Economy Ministry of Regional Development - 15

16. And that’s how it works! - conclusions • Increase of spontaneous and support awareness of the OPs • Improvement of the EF image • Celebrities: transferring positive emotions, cohesion of the messages, credibility, drawing attention to the spot • Encouragement to seek further information about the EF • Concerns: • Content overload • Some viewers didn’t recognize the difference among the spots • „Objectocentrism” (people stories closer to viewers) • Celebrities „stole the thunder” (overpowered the message) Ministry of Regional Development - 16

17. And that’s how it works! – effectiveness indicators Reach: 1+ = 84,1 - 89,2% (appx.) 19 327 406 people watched 3 + = 68,5 – 79,7% (appx.) 16 388 788 people watched Ministry of Regional Development - 17

18. Spontaneous awareness of the OPs Ministry of Regional Development - 18

19. Prompted awareness of the OPs Ministry of Regional Development - 19

20. TheEF in the context of changes • change/transformation as a key drive in presenting benefits • changes in the environment vs. changes in people’s lives, views, attitudes Ministry of Regional Development - 20

21. What we should avoid: • Formality and institutional character of communication language and style • Idealization, colorization of CHANGE • Worship of figures and achievements • Focus on facilities (roads, machinery, buildings) • „Miraculous” and „instantaneous” nature of transformation thanks to European Funds • Sci-fi visions of the future Ministry of Regional Development - 21

22. The emerging ideas • The courage to change • Change makes you better • Now You • Change – maximizing individual experience • My personal vision of change Ministry of Regional Development - 22

23. Grant competition for the promotion of the European Funds • One of the ways we work with the mass media • Goal: select and financially support best promotion projects popularising benefits of using EF • Eligible participants: publishers, broadcasters, producers, social and economics partners (NGO) Ministry of Regional Development - 23

24. Grant competition for the promotion of EF– 2011edition Thematic lines: • Media projects: television and radio broadcast, press releases • Thematic networks • Interactive projects for young people 22 of 95 submitted applications received funding. Ministry of Regional Development - 24

25. Grant competition for the promotion of EF– TV projects • „Europe Project” – programme based on the concept and characters of a well-known Polish comedy series presenting the EF results • „Happy 13” – documentary on the most interesting projects supported by the EU • „Your Fund is your Chance” – programme on obtaining and using the EF Ministry of Regional Development - 25

26. Grant competition for the promotion of EF – TV projects • „Uniejów Europejski” – comedy series about how the EF are changing the life of a family living in the countryside • „European Poland” – TV features on innovative projects Ministry of Regional Development - 26

27. Thank you. Welcome you fora furtherdiscussion. jacek.jaworski@mrr.gov.pl