eu referendum campaign in croatia - lessons learned

EU referendum campaignin Cr atiaLessons learned

Zvonimir Frka-PetešićHead of the Directorate for Support to EU Accession ProcessMinistry of Foreign and European AffairsZagreb, Croatia

CLUB OF VENICE

Seminar -‐ «The next web and its impact on Government communica7on»16 February 2012Council of the EU, Brussels!

jeudi 16 février 2012

Milestones

★ 2003 Application for membership

★ 2005 Launch of accession talks

★ 2011 End of negotiations

★ 2012 Referendum

★ 2012-2013 Ratification of the Accession Treaty

★ 2013 Membership of the EU


EU political context

★ Enlargement fatigue

★ Lessons learned from previous rounds

★ Tougher accession conditions

★ Blockade of EU talks over bilateral issues

★ 6 EU crisis during accession talks

★ Impact on EU priorities


Background in Croatia★ Tougher accession conditions: is the EU fair with us?

★ Eurozone crisis: is it the right moment to join?

★ Complicated political schedule: uncertainty on dates

★ Unpopularity of the last Government

★ Communication mistakes

★ New Government

★ Late annoucement of the referendum date

★ Late interest of the media and the public

★ Sudden mobilisation of the eurosceptics


Communication tools★ In-house communication strategy★ TV and radio clips - FAQ, YouTube★ TV and radio debates, interviews, talk-shows★ Public debates, roundtables

★ Booklets, leaflets★ Ads and supplements in newspapers & web★ Halo EU! call-center★ Dedicated websites★ TV and radio clips - Politicians & Personalities

★ Facebook, Twitter, YouTube


Main target audiences

★ Unskilled & unqualified

★ Farmers

★ ‘Sovereignists’

★ The young

★ Workers (35-55)

★ Housewives


Main fears and counter-arguments๏ Lost of sovereignty

๏ Decline in living standards

๏ Euro and rise in prices

๏ Unemployement increase

๏ Rush on real estate

๏ Is the CAP good?

๏ Competitivness

๏ Greece

★ Malta, Slovenia, Denmark

★ Rise of in EU12

★ Euro is not yet in sight

★ 3 million jobs

★ Possible since 2009

★ Polish example

★ EU12: 2% >> 4%

★ and without the EU?


Results of the campaign

★ Noticeable rise of support (except among high-skilled)

★ Strong rise between the over-sixties

★ Rise of support among the young (39% > 60%)...

๏ ...but fallback in the last weeks

๏ Strong mobilisation of the eurosceptics

๏ Late start with social media


10 %

20 %

30 %

40 %

50 %

60 %

70 %

2006 2007 2008 2009 2011

For Against Undecided

IPSOS Puls, 2006-2011 - Voting intentions of those intending to vote in referendum

A stable majority in favour

2010


Opinion polls

★ Stable rise of the support

★ Last opinion poll (20 January)

★ Expected turnout: 58%

★ In favour: 61%

★ Against: 28%

★ Undecided: 11%


Outcome of the referendum

★ In favour: 66,27%

★ Against: 33,13%

★ Null and void: 0,60%

★ Real turnout: 58-60%


Lessons learned

★ Know the date early

★ Start earlier with social networks

★ Engage in discussion with people

★ Be citizen-oriented

★ Plain language

★ Working on a mobile app > handy EU


See you on 1st July 2013!


eu referendum campaign in croatia - lessons learned

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