1. The Hungarian Communication Strategy
Challenges of planning efficient communication
Open Days, BRUSSELS 07/10/2008

2. MESSAGE???
The European Social Fund through projects of the Social Renewal Operational Programme is investing in your future.

3. MESSAGE.

4. BACKGROUND – specialities of Hungary
no regional, but local identity
15 OPs – 7 regional 8 horizontal
double challenge: communicating the results of , mobilization for

5. 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

6. CHALLENGES of new programming period
Learning from
Changing communication regulations of EC
Successful implementation of NSRF
establish communication on new, strategic ground

7. Strong EU skepticism vs. vision of fast developments
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

8. 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

9. 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

10. Stage 1: „You are a part of it” campaign
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!

11. Stage 2: „Get the best out of yourself!” campaign
Thanks to European Union developments there are already results, now’s the time to get the best out of ourselves!

12. Stage 3: „It’s good to be proud” campaign
There are concrete results of the 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!

13. 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 Venue: Andrássy Avenue
Attracted some 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 Venue: Margit Island

14. 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

15. IMPLEMENTATION - Television programmes
„EU-phoria” mini series
2-minute short films on finalized NSRF projects, aired weekday evenings at prime time.
February – June 2008
„Európai Idő” (European Time) magazine
TV magazine-style coverage of EU topics, achievements, tendering system in 12-minute slots, aired on Sundays
February – December 2008

16. IMPLEMENTATION - Television programmes
„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
„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

17. PUBLICATION of list of beneficiaries

18. THANK YOU for your attention!
Judit SZŰCS
National Development Agency