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

3. 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. 4 June 5, 2016Ministry of Regional Development - 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)?

5. 5 June 5, 2016Ministry of Regional Development - 5 Bearded guys – humor in TV spots Product: www.funduszeeuropejskie.gov.pl and the European Funds Information Desk Networkwww.funduszeeuropejskie.gov.pl 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

6. 6 Bearded guys

7. 7 June 5, 2016Ministry of Regional Development - 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)

8. 8 June 5, 2016Ministry of Regional Development - 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**** = 2 100 (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

9. 9 June 5, 2016Ministry of Regional Development - 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 www.funduszeeuropejskie.gov.pl Spontanouse awareness of the EFIDN increased from 15% (before campaign) to 21% after campaign

10. 10 June 5, 2016Ministry of Regional Development - 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

11. 11 June 5, 2016Ministry of Regional Development - 11 NCS spot

12. 12 June 5, 2016Ministry of Regional Development - 12 Infrastructure and environment

13. 13 June 5, 2016Ministry of Regional Development - 13 Eastern Poland Development

14. 14 June 5, 2016Ministry of Regional Development - 14 Human Capital

15. 15 June 5, 2016Ministry of Regional Development - 15 Innovative Economy

16. 16 June 5, 2016Ministry of Regional Development - 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)

17. 17 June 5, 2016Ministry of Regional Development - 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

18. 18 June 5, 2016Ministry of Regional Development - 18 Spontaneous awareness of the OPs

19. 19 June 5, 2016Ministry of Regional Development - 19 Prompted awareness of the OPs

20. 20 June 5, 2016Ministry of Regional Development - 20 The EF 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

21. 21 June 5, 2016Ministry of Regional Development - 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

22. 22 June 5, 2016Ministry of Regional Development - 22 The emerging ideas The courage to change Change makes you better Now You Change – maximizing individual experience My personal vision of change

23. 23 June 5, 2016Ministry of Regional Development - 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)

24. 24 June 5, 2016Ministry of Regional Development - 24 Grant competition for the promotion of EF – 2011 edition Thematic lines: Media projects: television and radio broadcast, press releases Thematic networks Interactive projects for young people 22 of 95 submitted applications received funding.

25. 25 June 5, 2016Ministry of Regional Development - 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

26. 26 June 5, 2016Ministry of Regional Development - 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

27. 27 Thank you. Welcome you for a further discussion. jacek.jaworski@mrr.gov.pl