1. Account Director, media consulta International Holding AG
Yasmin Love
Account Director, media consulta International Holding AG
Communication Campaign: Promoting the EYD2015

2. Communication Tools

3. Visual identity One common motto: Our world, our dignity, our future
Motto is available in all EU languages

4. europa.eu/eyd2015 Website Website will go live in December
featuring key campaign news
stories of the week
campaign toolkit
online event calendar for you to upload your events
key development facts and updates
platform for sharing of ideas and for partners and citizens to get involved
Dedicated profile pages for organisations involved in the EYD2015
europa.eu/eyd2015

5. Story of the week Based on the monthly thematic calendar
Human interest stories about people whose lives in one way or another have been touched by development cooperation. This can be beneficiaries, project managers, volunteers, people working in beneficiary countries, etc.
Cultivating progress: farming in Eritrea
The EU is helping transform rural agricultural communities in Eritrea

6. Event calendar
Partner updates

7. Let’s use a narrative and positive tone!
Social media strategy
One voice
Story-telling is the chosen approach to underline human experience
One image
A consistent and recognizable visual identity through all channels.
Let’s use a narrative and positive tone!
Cooperation
Co-curation
Clear call to action

8. Social media channels EYD2015 social media accounts:
facebook.com/EuropeaYearForDevelopment2015
facebook.com/EuropeAid
@EYD2015
@EuropeAid
#EYD2015
#Euglobalplayer, etc.
Managed by mc and DEVCO and EDY2015 partners
Special promotion will take place through EuropeAid accounts

9. Join the workshop session in the afternoon to find out more.
Co-Curation
The official Facebook and Twitter accounts of the EYD2015 will be managed in partnership with organisations participating in the campaign.
Curation - each week, a different partner will run the social media accounts
Partner logos will be clearly displayed on both channels
Partners will receive guidelines and topic on content and frequency of social media activity
Join the workshop session in the afternoon to find out more.

10. Targeting the media
Pro-active media relations activities throughout EYD2015:
regular press mailings,
press for key events, central media hooks and agenda setting in line with the thematic calendar,
editorial media cooperations on national level (at least 2 per country),
placement of op-eds in each MS
engagement of ambassadors in selected MS, etc.

11. Ambassadors EYD2015 ambassadors in selected EU countries
Authentic national celebrities with public appeal
Selection based on popularity and link to development topics, general recall and commitment to the EU
Ambassadors utilised across as many platforms and themes as possible, e.g. presence at stakeholders’ events, interviews

12. EYD2015 audiovisual material
Production of campaign trailer and radio spots
Produced and translated into all EU languages
Featured on website for download
Partners invited to stream on their website/ social media channels
Co-branding opportunities

13. Partnership development
EYD2015 will rely heavily on partnerships with local events held throughout the year across all 28 EU MS.
Partnerships with organisations from public and private sector will provide additional avenues to increase the public awareness of EYD2015.
Media partnerships will be leveraged to effectively reach target groups.

14. Partnership activities
Co-branding
Event co-organisation
Mutual media relations and press activities
Content exchange (online and offline)
Co-promotion and advertising
Co-curation on social media channels, etc.
For further questions on partnerships, please contact:

15. EYD2015 Toolkit

16. Toolkit
The EYD2015 Toolkit will contain the materials and resources necessary to engage the target audiences incl. youth
Online tools will be designed to get you started and to provide everything you need to join in and run a successful and fun EYD2015 campaign.
Subject to availability and resources, limited materials will also available in hard copy (e.g. print material, gadgets, etc.).

17. Campaign information and materials
EYD factsheet overview at EU and national level
Key campaign events at EU and national level
Country-specific development facts (infographic)
EYD Eurobarometer
Political messages and thematic months
Infographics on thematic months

18. Visual identity Campaign visuals Adaptable promotional material
Campaign video trailer
Guidelines on the use of campaign visuals
Guidelines on co-branding

19. Web Online banners Widgets Electronic newsletter
Monthly interactive infographics

20. Social media EYD2015 Social media guidelines
Social media thematic calendar
Top tips for Facebook
Top tips for Twitter
Curation guidelines

21. Access and further info
How to access the Toolkit?
Toolkit will be accessible online via
Where to get further information?
Please contact

22. World’s Best News

23. Collaboration with World’s Best News
The World's Best News (WBN) is a Danish news campaign created by the UN, the Danish Ministry of Foreign Affairs, over hundred NGOs and corporate partners.
WBN brings stories of hope and change from the developing world.
Sharing the similar objectives and principles, the EYD and WBN will build synergies and collaborate on a number of activities and measures, both online and offline

24. Activities with the World’s Best News
Online and social media content sharing and infographics
Online newsfeeds
WBN newsletter in all EU official languages
World’s Best Newsmaker online contest for young people
World’s Best Newsday across Europe

25. Meeting the citizens with World’s Best News

26. Bringing stories of hope and change

27. Partnering with different media houses

28. Regular news all year round Online + print

29. In strategic partnerships

30. Close to the commuter…

31. …and close to the consumer

32. Keep in touch europa.eu/eyd2015 capacity4dev.ec.europa.eu/eyd2015
ec.europa.eu/europeaid
@EYD2015
@europeaid
facebook.com/EuropeaYearForDevelopment2015
facebook.com/europeaid