Baltic PR Awards 2010 Category: Public Sector & NGOs

Europe comes to my town

Situation

Average turnout of last European Parliament (EP) elections in European Union (EU) was

43%. The turnout in Latvia was 53.7% in EP elections, however, such good result was

received mostly due to the fact that EP elections were on the same day as local government

elections, moreover, post-electoral survey showed that only 6% of Latvian citizens took part in

elections because they are in favour of the EU, 8% - felt as citizen of EU and only 2%

admitted that EU plays an important role in their everyday life. 61% gave “citizen’s duty” as

the answer to inquiry why they have taken part at the elections. Another conclusion after EP

elections was the older is the voter group, the higher the participation rate is. Taking this into

account during the period from 5 November till 9 December 2009 EP Information Office in

Latvia (EPIO) involved Consultancy to develop and implement series of regional events.

Research

To gain general information on public opinion, as well as potential issues, research was

based on already made surveys or available data

• Eurobarometer post-electoral survey 2009. Main conclusion was due to

the low participation in EP elections it is critical necessary to educate

youth in regions about decisions making in EP and its role in everyday

life.

:

• Eurobarometer 71 – public opinion in EU (summer of 2009). Survey

proved that in Latvia has the smallest number of supporters for

participation in the EU - only a quarter of Latvian citizens (25%) admits

that Latvian membership in EU is a good case. Analysis of main issues

mentioned by survey participants: unemployment (65%) and economic

situation in the country (59%), gave background for setting key topics for

the content of the events.

• Data of citizen’s activity in last EP elections were analyzed to choose the

target regions and towns.

Stakeholder analysis was implemented to define and map stakeholders who may affect

results of campaign, as well to identify the opportunities and possible relationships. Key

stakeholders identified: youth (11th and 12th grade pupils), NGOs, local opinion leaders,

representatives from local governments and local media.

Focus group discussions were

organized to test the content of the lectures for pupils. Also

discussions about the ideas of technical solutions for attractive event design were evaluated

by discussions.

Strategy

1. To increase information flow about EP in regional towns with no or

limited access to information about EU;

Goals:

2. For EPIO to establish direct communication with regional schools in

order to increase awareness of EP and it’s provided possibilities for

youth.

In order to increase information flow about EP the following strategy was selected:

Strategy

1. to visit most critical towns with an interactive road show that grabs

attention and provides platform for a direct communication;

2. to engage local public into active communication raising sensitive issues

from the scope of everyday life and explaining if and how they could be

solved through EP activities. As well to introduce the 8 new members

representing Latvia in the EP;

3. to establish direct contact with local government decision makers;

4. to involve in a discussion most active representatives of the local

community as well as NGO’s, journalists, etc.

To establish direct communication with regional schools, consultancy recommended:

1. to educate youth and teachers in regions about decision making process

in EP and to explain the role of EP in everyday life.

2. to provoke discussions with regional youth about provided possibilities to

do field practice in EP and to inform about the project “Euroscola”, as

well to promote EPIO website www.europarl.lv.

Road show area

Tactics

Regional road show with a slogan “European Parliament comes to your town” was organized

covering 26 towns of Latvia in 20 days. Main criteria for selections were:

there is no EU information center in the town;

or

Attractive designed truck

there were low citizens activity in last EP elections, for

example, Gulbenes district – 43,95%, Madonas district –

45,97%, Saldus district – 44,79%, Tukuma district – 44,81%.

Road show was organized in branded track coloured in EU colours and decorated with

slogans and other visual materials thus ensuring that exhibition materials are easily

transportable, as well the truck was very well noticeable and welcoming. Inside the truck there

were placed 15 different posters, for example, of each member of EP from Latvia, of the

political group spectrum in the EP, a simplified decision-making chart for EU/EP legislation

etc. Printed material was supplemented by video greetings from members of EP. Exhibition

visitors could take pictures with photo stand of EP President - Jerzy Buzek, and see them on

EPIO homepage. Truck also had a corner for informal discussions with tea, coffee and some

snacks.

Road show daily agenda

Every day of road show began with two secondary school visits where EPIO representatives

gave a lecture. After the school visits there were meetings with local government

representatives, opinion leaders and NGOs. At the afternoon exhibition was open for local

public visits. In every town there were organized interviews with local media to explain

increasing role of EP and youth possibilities in EP.

Results

Output:

1. Visited 26 regional towns;

2. Direct communication with 4804 regional inhabitants, indirect audience –

12010 inhabitants;

3. 29 interviews given to local media, approx. 275 000 reached by them;

4. More than 23 584 different information leaflets on EP and EU were

distributed, indirect audience – approx. 7500 inhabitants.

5. 20 meetings with local government representatives, opinion leaders and

NGOs.

6. 85 lectures were delivered in 39 secondary schools, direct

communication with 45 teachers.

7. During the campaign numbers of visitors of www.europarl.lv increased

for 3 times, in top 3 visited pages were section about youth.

Outtake:

1. Regional society is more informed about the ways to get information

about EP;

2. Regional society has more information about the EP, decision making

process in EU institutions, 8 members of EP from Latvia and the

increasing role of EP;

3. Regional school representatives can improve the teaching methods

using EP prepared handouts, video and audio materials as well to invite

EPIO representatives to do lecturing.

Outcome:

1. Several schools have invited EPIO representatives once again to do

lecturing to other pupils who did not have possibility to take part in event.

2. Within “Euroscola” project framework two schools that had lectures have

won possibility to go to Brussels.

Since the last Eurobarometer survey in Latvia took place in the time of campaign’s

implementation, the long term effect of the campaign will be measured in next survey.

LOCAL SOCIETYDirect communication with 4804 regional inhabitants

PUPILS AND TEACHERS85 lectures in 39 secondary schools

LOCAL MEDIA29 interviews to local media

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STAKEHOLDER ENGAGEMENT

Head of Salaspils municipality, Raimonds Čudars:“European Parliament was established to ensure society representation in European structures trough the direct democracy. Lately the role of the Parliament has increased.”

Alūksne, Gulbene, Salacgrīva, Salaspils, Baldone, Olaine, Preiļi, Malta, Pļaviņas, Jūrmala, Krimulda, Saulkrasti, Mērsrags, Kandava, Talsi, Saldus, Brocēni, Dobele, Krāslava, Ilūkste, Bēne, Auce, Tukums, Smiltene, Cēsis and Madona

Ludza

Talsi

Kuldīga

SaldusDobele Jelgava

Ogre

Bauska

Jēkabpils

Preiļi

KrāslavaDaugavpils

Rēzekne

Madona

Balvi

Alūksne

Valka

ValmieraLimbaži

Cēsis

Aizkraukle

Tukums JūrmalaRĪGA

Ventspils

Liepāja

Gulbene

Prauliena

MazirbeKolka

Melnsils

RojaDundagaAnce

Pope

Blāzma

UgāleVārve

Ventava

Jūrkalne

Pāvilosta

Zlēkas

Spāre

Renda Sabile

Stende Zentene

KandavaKabile

VāneTūme Smārde

DžūksteKalnciems

OlaineJaunbērze

LīvbērzeBlīdene

Slampe

Nākotne

Ozolnieki

JaunmārupeVānerme

LutriņiDruva

Remte

Brocēni

Zemīte

Jaunpils

Irlava

Ēdole

Alsunga

Apriņķi Turlava

Cīrava

Vērgale

Kapsēde

Bārta Gramzda

Priekule Auce

Ukri

Bēne

Kroņauce

Augstkalne

TērveteZaļenieki

ElejaCode Bārbele

Skaistkalne

Staļģene

Iecava

Pilsrundāle

Kamārde

Nīgrande

Ezere

PampāļiKursīši

RubaVaiņodeKalni

Nīca

Rucava

Durbe

Grobiņa

Kazdanga

RudbāržiKalvene

Skrunda

Upesgrīva

MērsragsPūņasVandzene

Laidze

LauceneEngure

Klapkalnciems

Carnikava

SaulkrastiKrimulda

Zvejniekciems

Tūja

Svētciems

Salacgrīva

Ainaži

Staicele

Prāle

Vecate

Matīši

MazsalacaNaukšēni

Ķoņi

Kārķi Ērģeme

RencēniBurtnieki

ZilaiskalnsVijciems

Gaujiena

AlsviķiTrapene

Ape

Vireši

Zeltiņi Mālupe

Kurna

Tilža

Barkava

Mētriena

Pļaviņas

Zaube

SkujeneTaurene

Jāņmuiža

VecpiebalgaBaltinava

Litene

Rekava

Liepna

Žīguri

Kuprava

Padedze

LejasciemsVariņiPalsmane

JaunpiebalgaLizums

RankaDērbene

RaunaLiepa

Vaidava

StraupeLēdurga

Inciems

VangaažiĀdaži

Garkalne

Bīriņi

Ragana

Inčukalns

Ropaži Mālpils

Ķeipene

Meņģele

Ērgļi

Bērzaune

Ļaudona

Mežāre Atašiene

Varakļāni

LubānaCesvaine

Dzelzava

Jaungulbene

Viļaka

Bērzpils

Rugāji

Kārsava

ZilupePasiene

Vecsloboda

RundāniMalta

Viļāni

Kaunata

DagdaAglona

Felicianova

Madliena

Lēdmane

LielvārdeBirzgale

Balozi

Piņķi

JumpravaSkrīveri Koknese

VecbebriJaunkalsnava

Jaunjelgava

SuntažiUlbroka

Ķekava

Baldone Ķegums

VecumniekiMisa

Valle

Ērberģe

NeretaAknīste

Subate

Rubeņi

Bebrene

Kalkūne

Kalupe

Višķi

Vārkava

RožupeFeimaņi

RužinaGalēni

Riebiņi

Dricāni

Stružāni

BikavaRogovka Goliševa

Malnava

Nirza

Sondori

Mērdzene

Kusa

Mārciena

Rudzāti

Andrupene Ezernieki

Šķaune

Robežnieki

Alsūne

Indra

Auleja

Izvalta

Rušona

Silene

Zasa

Nīcgale

LīvāniBirži

SalaSece

Viesīte

Dunava

SventeneEglaine

Ilūkste

Daudzeva

Salaspils

Ikšķile

Mūrmuiža

Priekuļi

Bilska

Smiltene

Trikāta

StrenčiSeda

Ipiķi

Aloja

Ozolmuiža

ViļķeneUmurga

Dikļi

Lapmežciems

Sigulda

Līgatne

Augšlīgatne

Nītaure

Valdemārpils

Piltene

http://vimeo.com/11235195