eu election campaign summary

23.10.2008 I European Parliament Election Campaign I International Offices I Berlin I

European Parliament Election 2009Campaign Summary


375 Million Votes for Europe.

A communication concept by Scholz & Friends for the European Parliament elections in 2009.

Brussels, September 2008


Europeans choose their Parliament in the world‘s largest transnational election.

27 member states

23 official languages

491 million inhabitants

375 million eligible voters

appr. 36 million first-time voters

751 or 736 mandates


Not even every second EU-citizen votes in European elections - particularly the young abstain.

Source: Flash Eurobarometer 162, 2004

... is between 18 and 54 years old

The average EU nonvoter ...

... is to be found in all educationaland professional groups.

... can be found equallyamong men and women.

female

male

Workers

Professionals

EU total-25

18-24

25-39

40-54

55+


Yet in each EU country we are dealing with a different group of nonvoters.

Poland

In Poland only two out of ten people vote.

Lithuania

In Lithuania men vote less often than women.

Ireland

In Ireland we particularly have to convince young people.

France

Source: Flash Eurobarometer 162, 2004

In France we have to reach out to people with lower qualifications.


Within these groups we have to target the main reasons for abstaining.

Source: Standard Eurobarometer 69, 2008

Casting my vote won‘t change anything (68%).

I don‘t understand enough about the role of the EP (60%).

I‘m not interested in the European elections (59%).

The EP doesn‘t pay enoughattention to issues that

concern me (57%).

I don‘t feel represented wellenough by the members of

the EP (53%).

I‘m not well informed enough to vote (58%).


Problem 1: Campaigns so far concentrated on civic duty – not quite a strong argument.


In order to reach voters the campaign has to address highly relevant topics.

Daily life concerns

Relevance

Clear Options


Problem 2: Advertising alone is not enough to stimulate high turnout.

Voter turnout

Advertising costs per vote casthigh

1989 1994 1999 2004

58,5%

56,8%

49,8%

45,6%

low

low

high

Assumption: Advertising costs per eligible voter have remained constant throughout the past years.

2 €

4 €

6 €

8 €


Political issues can (and should) rely on free media coverage, which is more effective and convincing.

Low-Interest(Muesli bar)

High-Interest(Cars)

Politics

Editorial reflection

Competinginterests

high

low

high

low


Problem 3: In each country the Parliament was represented differently.


We need to adapt to national and even regional characteristics, but under one EU-wide umbrella.

EU-wide Umbrella

Regional Characteristics

Culture

LanguageHumourTraditionReligionMentalityColours

Political System

Electoral systemsElection datesMedia structureParty landscape

Notion of democracyLegal constraints

Relevance to Europe

InterestLevel of knowledge

UnderstandingExperience

ExpectationsNeeds

Identity CommunicationStrategy Design


The campaign has to focus on three groups: likely voters, most accessible nonvoters, first-time voters.

Most Accessible Nonvoters Likely Voters First-time Voters


The campaign has to focus on the individual relevance of political issues, not on an abstract idea.

1999 2004 2009


The campaign has to focus on topics within the competencies of the EP.

1. Do citizens have alternatives in decision-making?

2. Does the decision influencepeople‘s every day life?

3. Is the European Parliament in charge?

4. Do citizens want Europe to decide about this issue?

5. Are the decisions well received?

EP CompetencyRelevance


EnergySecurity/TerrorismRegions/DevelopmentEnvironment/Climate changeConsumer protectionResearch

CompetitionHealth/Social securityBudgetTrafficAntidiscriminationMigrationEducation

Question: Would you want the EU to have decision power over these issues? Source: Eurobarometer 69, Autumn 2007

Some of the most debated and decisive issues are highly relevant to the European Parliament Elections.


The topics have to be adapted to each country’s political relevance and suitability.

Security

Environment

Research

Regions

BE

Energy

Competition

Migration

Equal opportunities

Consumer protection

DE EL ES FR EE BG IE IT CY CZ DK LV LT HU LU AT NL PL PT RO SI FI SE SK UK MT

Agriculture


On these issues we highlight their impact on people´s everyday life – and that alternatives exist.

Core message for the electoral campaign:The European Parliament’s decisions impact on your life – your vote determines Europe’s direction!


The Claim


A successful claim has to fulfil its targets.The claim has to highlight relevance and mobilize voters.

1. It has to show relevance according to the strategy.

2. It has to directly

mobilise voters and call forparticipation.

3. It has to be catchy.

4. It has to be adaptable for 27 countries.


The Logo


The logo funtions as a powerful label next to the EP logo.

1. It needs to fit well with the EP logo and non-partisan.

2. It needs to be emotional, catchy and

easy to recognise as linked to Europe and the election.

3. It has to transport core information, such as the date and the claim - yet still be usable without.

4. It needs to be graphically simple, yet not raise misunderstandings.


Outdoor


neu


löwe


The outdoor campaign needs to be adapted to the individual needs of each member state.

Each member state has different variables that need to be taken into account.

Formats and sizes according to country standards

National language requirements

Adapted to local cultural and political contexts

Timing of the outdoor campaign according to legal restrictions


TV-Spot


One spot for 27 countries will make it clear to viewers that “Your Vote Changes the News”.

There will be one ready-to-broadcast master for all 27.

The storyline will see “normal” Europeans read news stories they are personally hoping for in future.

It will be more authentic using the man in the street as the messenger.

It will be possible to present current success stories and future topics of the EP.

-


-

The flexible set-up will make it possible to notch-up the spot so it’s more appealing to TV stations.

TV-stations can include their own recordings. The possibility to show their own studio background and logo will convince them to provide free airtime.

Filming in front of green screen will mean that logos and background can be altered easily.

It would be simple to integrate celebrities, for example TV stations‘ well-known in-house “faces” like talk show hosts.


Version no. 1: One for all, ready to broadcast.

• Two statements will be cut in each respective language.• A master film is then shot for every country: The first and the last vignette each consist of

a native news presenter and frame three to five statements from representative nations (e.g., East, West, North, South). Subtitles in all necessary languages will be added.

• In these three to five countries, the native presenter is exchanged with a news presenter from another country.

Native presenter’s statement with

neutral background.

Two local and up to three statements from

representative nations.

Native presenter‘s statement with

neutral background.


Version no. 2: Notch it up a little with your news programme’s studio and logo.

Two local and up to three statements from representative nations.

Native presenter’s statement with broadcaster‘s studio & logo.

Native presenter’s statement with broadcaster’s studio & logo.

• Each broadcaster can insert its respective news programme’s studio and logo into the first and last vignette.

• That makes the film more appealing to the broadcasting station. • The viewer has the intensified impression of following the “real” news. • The implementation lies with the respective S&F offices and IOs, in collaboration with the

broadcasting stations.


Version no. 3: Make it top-notch by putting your VIP on the screen.

Two local and up to three statements from representative nations.

Statement of a prominent in-

house face (e.g., talk-show host

Jonathan Ross).

• In the last vignette, the news presenter can be exchanged with a prominent in-house face, such as a talk-show host or a comedian. Contents will be inter-coordinated.

• That enormously augments the possibility of the film being screened and additionally motivates the viewer to cast a vote.

• The implementation lies with the respective S&F offices and IOs, in collaboration with the broadcasting stations.

Native presenter’s statement with broadcaster‘s studio & logo.


Radio-Spot


Each country will adapt the core radio spot – different languages but based on one creative idea.

The radio spots will be developed as catchy and loud, but explicitly political and contentful snap shots of every day life situations.

Based on one creative idea the spots will be adapted into 27 and even more language versions.

The budget for the media will only cover costs from very few countries. It will be spend on Easteuropean countries with lowest turnout. Other than that has to be free media.


Relevant topics will be selected in each member state according to country specificities.

There will be two versions per spot – one with female voices and one with male voices – based on one creative idea.

Length will be fit to countries’ standard formats for radio spots.


Three people are talking in a restaurant. They increasingly get louder and louder and finally start yelling slogans at each other through a megaphone, before their voices fade out as a speaker comes in.

Typical background noise in a restaurant, quiet murmur, clattering of dishes, music, etc.

Man 1: (chewing) In my opinion, we definitely need more solar energy!Man 2: (swallowing) Nonsense. We should simply connect more nuclear power plants to the grid!Man 3: (clears her throat) No, no, cars powered with hydrogen is what we need!Man 1: (his voice very determined) We should simply extract more crude oil.Man2: (louder) There is no future in oil. And the same goes for genetically

modified food.Man 3: (screams) Genetically modified food saves lives and genetics help cure diseases. Man 1: (through a megaphone) What we need is more stringent controls at

railways stations.Man 2: (screams) Controls limit our liberty!

(The last three statements overlap and start to fade out).

Speaker: If you care so much about it, why don’t you just go and vote. Vote in the European Parliament Election on June 4th 2009. Use your vote! draft example


Online


The online campaign focuses on website contents, online marketing and viral elements.

EP-Website Online Marketing Viral Contents

Tools:Navigator, Flash-Module “Waiting for the results”

Tools:Banner, leading to the EP website, Social Community Marketing, etc.

Tools:Viral Marketing


Website: A navigator allows for targeted campaign visuals directly on the EP website.

Closing button

Target group oriented campaign motives

Direct links to EP website content


Viral and social community marketing promotes the EP website and produce further content.

• Social Media Release and Social Community Marketing• Advertorial and Institutional Link-Lists• Display Ads on EU-related or friendly partner sites• SEO and SEM measures for better visibility• Screencast Videos

-


Outdoor Installations


Installations will involve people and create strong media pictures.

The installations will be placed in cities with EP information offices for one month.

Each is accompanied by information on the elections for the European Parliament.

They create a strong snapshot for the local and national media.

The choice of installations has to be adapted to local context.

-

NEU


These four motives will be realised as installations.


The Choice Box


A participatory installation will involve people and create strong media pictures.

30 days before the election, the choice box will prompt people to cast their own wishes for Europe.

The installations will be placed in cities with EP information offices for one month.

The box serves as a media snapshot and its participatory mechanism acts as an incentive for news.

-


Voices from all over Europe will be heard in all 27 countries. And in the EP of course.

1 box per country

2 TV-columns in the EP.

On the outside of the box, selected contributions from people throughout the EU will be shown.

Contributions will be selected for display by the local offices.

A “best of” is shown in the EP.

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Unusual Polling Stations


Every vote counts! The election as a global adventure.

Pyramid laboratory at Mount Everest

ISAF troops in Afghanistan European Kung Fu

students in China

International Space

Station ISS

Neumayer-Station III

in the Antarctic

Confederations Cup 2009

Cruise Ship in international

waters

Robben island, South

Africa

European exchange

student abroad

European actors in Hollywood


The election as a global adventure. And every vote counts.

The EP sends information boxes on a journey to remote places – so that every European gets a reminder of the European Parliament election.

EP president Hans-Gert Pöttering sends these boxes out from Brussels during a visio-conference e.g. with the International Space Station (ISS).

In addition he takes part in one of the journeys. (not ISS)

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Countdown


A countdown travels through Europe and puts the election day into the media spotlight.

A countdown at impressive and funny places draw attention to the election.

Journalists are invited to witness these events and to create high profile pan-European and national media coverage.

The target group of this campaign are mainstream media outlets with a strong visual content.

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Eurovision Song Contest


“European Elections - 12 Points”: Correspondents of the Eurovision Song Contest call for citizens to vote.

In the finale of the Eurovision Song Contest on 16 May 2009 in Russia, we will show elements of the campaign.

For example, national correspondents of the final vote counting will be wearing a button with the logo.

Participants will wear the buttons at press conferences, events and interviews.

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Individual assistance for countries


For individual requirements the member states may get customized assistance.

The EP and its information offices will be in need for customised assistance when it comes to logistic support, individual projects, PR-work or contacts with potential partners.

All 27 Scholz & Friends offices in all 27 member states will provide assistance when needed.

Selected information offices will ask for country specific measures.

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Summary & Timing


08/08 09/08 10/08 11/08 12/08 01/09 02/09 03/09 04/09 05/09 06/09

EP Electoral Campaign Start Party Campaigns

EP Election-Countdown Election

radio- spot

Online

Count-down

Outdoor ads

Installations

Choice box

Unusual polling stations

LaunchPress

Conference Countdown

TV-spot


Thank you.

eu election campaign summary

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