Wallonië wil burgers overtuigen van noodzaak EU (en)

The regional authorities of Wallonia in Belgium are currently running a major communication campaign to publicise the 1 100 projects financed in the region by Europe. The aim is to improve the population's understanding of these investments' dynamics and the impact they have on each citizen's daily life. "Every citizen has a right to know how Europe is investing in Wallonia's and Brussels' futures and to see the positive impact of the Structural Funds on their daily life" says Joëlle Deglin of the Walloon government administration.

What are the main lessons learnt from the "Toujours plus haut" ("Always higher") communication strategy?

Firstly, we decided to carry out a "multi-fund" campaign in order to improve consistency. Our communication plan puts forward a common strategy covering the ERDF and ESF funds and the convergence and competitiveness and employment objectives.

We then wanted the campaign to be very specific, practical and based on people's everyday lives. We show what the European Union is doing for people and highlight its added value in terms of its impact on everyday lives, improvements to working conditions and Wallonia's economic and social development.

Our campaign is monitored on a permanent basis, which also allows us to continually adjust the measures we take, our messages and our media plan.

What makes a good media mix for local EU communication?

We use a mixture of complementary media: television, radio, outdoor advertising and the press. Television clearly has an excellent impact, especially as we have the opportunity to put out our message at peak viewing times. Local television is also an excellent communication tool, allowing the message to be more personalised. The press has the advantage of offering space to develop a subject. Inset advertising has enabled us to provide households with information they can keep. Outdoor advertising is also a medium with a strong impact. We have been focussing on stations and in a few weeks, we are going to "dress" buildings.

What's the right tone to attract public attention and get people interested in EU matters?

It is essential to develop strong, relevant and accessible communication, in order to prevent the message from being watered down or distorted.

I personally believe that it is essential to convey a grassroots message which is "inclusive", clear and specific.

How can local stakeholders become involved in your communication strategy?

Two round tables have been organised, one in October 2011 and the other in March 2012.

Bringing together 70 project promoters, these gatherings were aimed at clarifying their expectations of measures to ensure visibility for their projects' financing, but also at finding out how they wished to improve communication on the Structural Funds in Wallonia.

These meetings have shown us that future measures must be even more focussed, stressing grassroots investments and the benefits for the public. The public must feel involved.

We have also set up a database of the people in charge of co-financed communication projects and we produce a newsletter for them.

How difficult is it to get EU topics onto the regional communication agenda?

For some project promoters, it is easier to talk about their work and the role they play. It is up to us to give them the right tools and above all to coordinate the communication plan so that everyone has visibility. It is also important to show local promoters that, by working together, we can have a bigger impact and be more effective.

What are your future plans and ambitions in this area?

The measures planned for the end of 2012 are based on the lessons learned from our research. We are going to revamp our visuals and above all focus on television advertising. We are also going to put together a series of co-financed sites. Furthermore, we shall take part in events such as EuroSkills in Francorchamps, with a view to attracting young people, and of course prepare a new "open doors" weekend.

Joëlle Deglin is the External Communications Director of the regional government administration of Wallonia. She will present the "Toujours plus haut" campaign during EuroPCom 2012.