Tools and practices for public awareness campaigns on PCIs 28/04/21

#WorkingTogether #PCIs

• How to design an awareness raising campaign

• Developing a media buying campaign for the Austria-Italy Interconnector

• Available communication tools for project promoters

Overview

How to design an awareness raising

campaign

A four-steps approach

Step 1: Identification of audiences

Step 2: Formulation of key messages based on PCIs benefits

Step 3: Engagement with stakeholders & public through various tactics

Step 4: Design & implementation of online & offline campaigns

Designing awareness raising campaigns on PCIs

Info source: Direct contacts: Multipliers: Target groups:

Project promoter

ResidentsLandownersMunicipalities & communitiesAssociationsEducational institutionsNGOsGeneral public

European Commission, Directorate General for EnergyEC RepresentationsEDICsState-owned or private electricity/energy companies

Ministries of EnergyLocal & regional authoritiesBusiness intermediariesMedia

Step 1: Identifying the audience –

the multiplier effect

Key messages need to reply to following questions:

• What are Projects of Common Interest (PCIs)?

• What are the benefits of PCIs

✓ for the residents and the general public?

✓ for the local economy?

✓ for the environment?

Step 2: Formulation of key messages

Projects of Common Interest (PCIs) are major infrastructure projects that

modernise and link energy networks in EU countries.

Each PCI helps at least two countries work together to develop state-of-the-art

energy grids that are better interconnected by land or sea with new infrastructure

(overhead lines, underground cables, undersea cables).

Step 2: Formulation of key messages

What are Projects of Common Interest?

• New infrastructure enables more exchanges between neighbouring countries and helps pricesconverge, making the economy more competitive.

• More exchanges means energy providers compete with one another, offering consumers the bestprice.

• Increased competition and more new players in the market means consumers have more energyoptions to choose from.

• Energy travels more efficiently across borders, making grids more reliable with fewer power failures.

• PCIs transport electricity produced from renewable energy sources, helping to lower greenhouse gasemissions.

#WorkingTogether #PCIs

Step 2: Formulation of key messages

What are the benefits of PCIs?

• Contribute to the recovery of the local and national economies. Create new jobs thatcontribute to rising living standards.

• Implement EU environmental rules and carry out assessments to minimise the overall impacton the environment.

• Build bridges between countries and regions and distribute energy more efficiently and fairly(important for isolated and remote countries/regions that are cut off from European energymarkets).

• Realise Europe’s vision of becoming the first climate-neutral continent by

Step 2: Formulation of key messages

What are the benefits of PCIs?

• 19 EU countries achieved/exceeded 10% interconnection target for 2020

✓ Increase in interconnections across Europe makes the EU energy market more integrated and competitive.

✓ Improved interconnectivity leads to better security of electricity supply.

✓ Wholesale prices for electricity decreased and converged in almost all EU countries.

• 0.4% decrease (2,804 kilotonnes) in CO2 emissions across the EU in 2020

✓ Contribute towards the EU’s energy and climate targets.

✓ PCIs are key elements for integrating renewable energy sources

into the EU market.

Step 2: Formulation of key messages

Market integration, security of supply

and competitiveness (by numbers)

• Engaging with key stakeholders and the general public at all stages of the implementationof the project is key for raising awareness and limiting possible opposition.

• Tactics to engage include:

✓ Citizen’s dialogues (physical or virtual)

✓ Online & offline surveys

✓ Webinars

✓ Community events

✓ Open days

Step 3: Engaging with stakeholders

and the general public

• Project website✓ Regular updates with latest developments on

project implementation✓ Uploading of produced comms material

• Promoter’s social media accounts✓ Organic and paid social media posts

• Audiovisual material✓Animated videos on the PCI

• Web materials✓ e-Infosheets with links to electronic resources✓ Infographics depicting key data

• Campaign poster to be used during events (physical & virtual)

• Factsheet for citizens that answers FAQs from the general public

• Leaflet to be disseminated during events, stunts, community buildings

Step 4: Designing and

implementing campaigns

Online communication material/channels Offline communication material/channels

• Target all types of media at regional/local level

according to local specificities and popularity

✓ Newspapers & magazines

✓ Radio & TV stations

✓ Online news & sectoral portals (energy,

environment, tourism etc.)

• Disseminate press kit incl. press release &

various campaign materials to

journalists/editors/reporters

• Run media buying campaigns, online & offline

Step 4: Designing and

implementing campaigns

Media campaign (press relations & ads)

Developing a media buying campaign for the

Austria-Italy Interconnector

The Austria – Italy Interconnector

Region: Udine (Cavazzo Carnico,Tolmezzo, Arta Terme,Sutrio, Paluzza,Cercivento)Promoters: Alpe Adria energiaImplementation Status: Permitting phaseDate launched: 2004Included in the first PCI list: Yes

A 220 kV AC merchant line, about 300 MV thermal capacity from Somplago Substation to

new Wurmlach substation, Including Phase Shifter Transformer located in Austria.

3.4 Interconnection between

Wurmlach (AT) and Somplago (IT)

Target audiences: All

Duration: 1,5 months

Media mix:• Digital campaign on major online

local news portals• Advertorials in online and print media• Radio spots in

local radio stations• Outdoor panels

at arterial roads

Key elements of the media buying campaign

Communication tools and channels for project

promoters

The DG ENERGY website serves as a one-stop-shop for all issues related to PCIs:• introduction to the trans-European energy networks

policy and PCIs;• examples of PCIs and their benefits to the community;• public acceptance of PCIs;• funding for PCIs;• interactive map showing ongoing PCIs where you can

access detailed technical information; • videos introducing PCIs.

Sources of information

Available communication material

Following tools and materials have been designed to support the implementation of public awareness campaigns on PCIs:• engagement book to support project promoters in the design and

implementation of campaigns;• key visual for online and offline use; • poster template (adaptable) for online and offline use; • PPT template (open for editing) highlighting relevant elements of

PCIs for use during project presentations; • factsheet for citizens with ready-to-use arguments/answers to

most common questions about PCIs;• e-Infosheet directly linking several electronic resources; • video highlighting importance and benefits of PCIs.

• Early identification and engagement with all stakeholders on an adequate level is necessary.

• The closer to the start date of the PCI, the more the affected target groups begin to consider it more carefully.

• Target groups taking the lead in each region are not the same; each region’s peculiarities need to be taken into consideration.

What to keep in mind

• Ensure support from nearby regions other than the implementation area to facilitate public acceptance locally. Increase support among those in favor of the PCI and involve them in further consultations and campaign activities.

• A combination of all communication tools should be used in line with regional habits and specificities.

• Consultation and communication activities should continue at local level during the construction phase to mitigate objections and accommodate new concerns.

What to keep in mind

Video

Visit / Follow

Projects of Common Interest | Energy (europa.eu)

Public acceptance of infrastructure projects | Energy (europa.eu)

Energy4Europe 🇪🇺 (@Energy4Europe)

Thank you!

#WorkingTogether #PCIs