1. 2010, European Year for combating poverty and social exclusion
An initiative of the European Union
2010, European Year
for combating poverty
and social exclusion
Communication
and media strategy
EAPN- General assembly
Workshop “Breaking stereotypes: communicating the realities of poverty”
Vienna, 12 June 2009
Antoine SAINT-DENIS, European Commission – DG EMPL

2. Content of this presentation
Which complementarity between the European Year 2010 and the other tools of the social Open Method of Coordination ?
Which articulation between the objectives, the priorities, the actions and the communication messages?
How to build a successful communication strategy?
The European conference on the image and perceptions of poverty and exclusion in Europe “The crisis, the poor and the media” - Brussels, 29 October 2009
Which information, communication and promotional campaign?

3. Which complementarity between the European Year 2010
and the other tools
of the social
Open Method of Coordination ?

4. The value added of a European Year
A tool to raise public awareness of and drawing national attention to a specific issue
Communication should play a key role to give visibility
Need to act consistently with the political objectives of the European strategy for social protection and social inclusion
Importance of taking into consideration the specificity of this tool and to find complementarity with the other ones: what can we create with the European Year 2010 that could not be created as well otherwise?

5. 2010, a critical moment
In Lisbon in 2000, the European Council committed to “make a decisive impact on the eradication of poverty and social exclusion” by 2010.
The social situation has not improved:
Still 79 million people (16%) in the European Union living at risk of poverty – increasing inequalities and extreme poverty
Negative impact of the current crisis
The future of EU policy for social inclusion, and its connection with employment and economic EU policies, after the Lisbon cycle will be defined in 2010.
A renewed commitment to fight poverty and exclusion

6. between the objectives, the priorities, the actions and
Which articulation
between the objectives,
the priorities, the actions and
the communication messages?

7. Shared responsibility
The policy objectives
Recognition
of rights
Shared responsibility
participation
&
Cohesion
concrete action
Commitment

8. The policy objectives
Recognition of rights — recognising the fundamental right of people in a situation of poverty and social exclusion to live in dignity and to play a full part in society
Shared responsibility and participation — increasing public ownership of social inclusion policies and actions, emphasising both collective and individual responsibility in the fight against poverty and social exclusion, as well as the importance of promoting and supporting voluntary activities
Cohesion — promoting a more cohesive society by raising public awareness of the benefits for all of a society where poverty is eradicated, fair distribution is enabled and no one is marginalised
Commitment and concrete action — reiterating the strong political commitment of the EU and the Member States to make a decisive impact on the eradication of poverty and social exclusion and promoting this commitment and actions at all levels of governance 8

9. Policy priorities
promoting multidimensional integrated strategies to prevent and reduce poverty, in particular severe poverty, and approaches which would be mainstreamed across all relevant policy areas,
fighting child poverty including the intergenerational transmission of poverty as well as poverty within families, paying special attention to large families, single parents and families caring for a dependent person, as well as poverty experienced by children in institutions,
promoting inclusive labour markets, addressing in-work poverty and the need to make work pay,

10. Policy priorities (cont.)
eradicating disadvantages in education and training, including digital literacy training and promoting equal access for all to ICT, with particular focus on the specific needs of disabled people,
tackling the gender and age dimensions of poverty,
ensuring equal access to adequate resources and services, including decent accommodation, health and social protection,
facilitating access to culture and leisure opportunities,
overcoming discrimination and promoting the social inclusion of immigrants and ethnic minorities,
promoting integrated approaches to active inclusion,
addressing the needs of people with disabilities and their families, the homeless, as well as other groups or persons in vulnerable situations.

11. The project and its outcome
The legacy of the EY2010 should be a strengthened political commitment to more effective and efficient social inclusion policies in MSs and to the social OMC.
It can be achieved only at the condition that the project EY2010 is implemented in a visible manner with concrete actions on the ground.
What has to be avoided: few actions, designed only for professionals and already convinced people, unstrategic, classical.
What should be prepared: many actions, well targeted, strategic, visible, original, having multiplier effects.

12. a successful communication
How to build
a successful communication
strategy?

13. Communication messages and strategy
The messages:
Building together a society for all
A society that actively fights poverty and exclusion is better for all
Yes, we can achieve a more inclusive society
The strategy:
Awareness, involvement, commitment, action
Addressing stereotypes (1 out of 5 Europeans considers that people are poor because they are lazy and lack goodwill)
Need to put emphasis on people and results, rather than on processes
Drawing attention not only on causes and risks of poverty, but only strategies for tackling it

14. Communication risks
The EY2010 taken as the sole response from the EU to the crisis
Communication tool considered as naive or cosmetic
European Year seen only as targeted to Brussels and not to actors’responsibility on the ground
Global messages not fitting with the local values
Diversity of messages in Member States lacking of consistency
Diversity of poverty and exclusion in the European Union
Reinforce stereotypes
Reinforce fears and thus egoistic inclinations among society

15. Diversity of values in the European Union
QA16: Among the following values, what are the three in your opinion, that we should preserve and reinforce the most in our current society?
(max. 3 answers)
Source : Special Eurobarometer 278 European Cultural Values, 2007

16. The actors and the targets
The EY2010 has different audiences and targets:
Public authorities (European/national/local) / private actors
Ngos and social partners
Social actors / other actors (economic, etc.)
Professionals / people experiencing poverty / general public
Media:
Targets / intermediaries / partners
General / specialised
Press / audiovisual / internet
Information / involvement
Need to find a balance between « rational debates » and symbolic and emotional ways to involve people

17. The European conference on the image and perceptions
of poverty and exclusion in Europe
“The crisis, the poor and the media”
Brussels, 29 October 2009

18. The objectives and the content
discuss the reality of stereotypes and the importance of communication
mobilise the media in the perspective of the EY2010
Content:
What Europeans think about poverty and exclusion in the context of the crisis? (new Eurobarometers)
How media treat poverty and exclusion issues?
How communication should be a tool for more effective social inclusion policies? 18

19. The audience 400 people, among which at least 250 from Member States
Media, policy-makers, NGOs, social partners, researchers, etc.
In the main conference room in the European Commission’s premises 19

20. Which information, communication and promotional campaign?

21. of the EU public procurement
The goals
of the EU public procurement
The contract with a communication agency: 6 m€, 24 months from June 2009
4 strands:
Development of a global information and communication strategy
Design and implementation of a media relation network
Technical assistance to the National Implementing Bodies
Monitoring and evaluation of the communication strategy 21

22. A global information and communication strategy
Support in the organisation of events (conferences, focus weeks ...)
Organisation of two competitions
Art competition
Journalists award
Development of a website for the 2010 EY and electronic newsletter
Development of a set of promotional tools (banners, stands, give aways ...) 22

23. Design and Implementation of a Media relation Network
Database of journalists in mainstream and specialised media at national and local levels
Regular contacts with journalists
Partnerships with media to promote the objectives of the 2010 EY
Preparation of press conferences and media events, press packs ...
Adaptation of press material to national contexts 23

24. Technical assistance to the National Implementing Bodies
A network of national partners to:
coordinate national communication activities (monthly meetings with NIBs and Commission offices in Member States)
advice on the national communication strategies
assist the NIBs in the preparation and implementation of communication activities.
Assistance to NIBs:
Support in the organisation of events
Delivery of campaign material, stands and banners
website support : drafting articles for EU and national websites
ensure the presence of a photographer and a camera crew in 5 events per Member State;
make a video clip for these events. 24

25. Technical assistance to the National Implementing Bodies
A network of national partners to:
coordinate national communication activities (monthly meetings with NIBs and Commission offices in Member States)
advice on the national communication strategies
assist the NIBs in the preparation and implementation of communication activities.
Assistance to NIBs:
Support in the organisation of events
Delivery of campaign material, stands and banners
website support : drafting articles for EU and national websites
ensure the presence of a photographer and a camera crew in 5 events per Member State;
make a video clip for these events. 25

26. Technical assistance to the National Implementing Bodies
Provide assistance in identifying in participating countries:
Cultural events, sport events or festivals
Famous Ambassadors of the Year at national (and EU) level
People’s Ambassadors of the Year 26

27. For more information
Functional mailbox:
(European Commission, DG EMPL, social inclusion unit E2)
Provisional website:
(shortcut to EUROPA)
Thank you for your attention! 27