Stina Soewarta and Doerte Bosse Head of Unit

Stina Soewarta and Doerte Bosse Head of Unit, Team leader EDY 2015 Communication and Transparency Unit 05, DG International Cooperation and Development, European Commission European Year for Development 2015

The principles of the EYD campaign Help achieve the objectives, spread the messages and motto • Inform on the results of EU development cooperation • Foster critical thinking, raise awareness of EU added value • Show the mutual interest, global approach Tell the new narrative on development cooperation ! The EYD 2015 as a corporate communication priority, 'the EU as a global player'

EYD Stakeholders European Parliament • Council • Member States • European Commission • EEAS • EU Delegations • Economic and Social Committee • Committee of the Regions • Private Sector • NGO/CSO • International Organisations • Universities • Schools • Local and Regional authorities • Foundations

Target audience Young people aged 15 -24 show highest degree of openness to international development of all age groups. Broader public Civil society organisations Policy makers Schools/ Universities

Strategic approach Decentralised integrated campaign with storytelling approach and narrative building focused on partnership development and clear call to action Localised approach Partnerships and synergies with public, private, civil and NGO sector Storytelling People as change agents/ clear call to action World’s Best News

Our red thread: storytelling What are our stories and what do they say about EU development cooperation?

Special focus Member States Events • Opening and closing events • Awareness rising events for the general public • Specific stakeholder events • Focus young people Press • Media trainings • Press trips • Joint campaigns • Development magazines Online communication • Subsections in existing websites planned in most of the MS • Some MS plan their own websites

Special focus Member States Social media • Campaigns, • Involving young people, • Celebrity ambassadors, Evaluation • Competitions, • Some MS plan evaluations at national • Education, level • Hosting debates, • Surveys • Some provide measurable objectives, expected results and/or indicators • Few mention reporting templates they will use Sustainability • Some MS plan actions to make sure that the Year has an effect beyond 2015 • Reaching new stakeholders, policy initiatives

Stakeholders' initiatives CONCORD initiative DEAR project Marathons and sport for development Co-branded events with international organisations Think tanks launch discussions Awards with private sector organisations Fair Trade Changing Behaviour European Citizens' Alliance - Mobilising and Developing the Potential for Leadership/Influence in partnership • . . • •

Flagship events of the EYD 2015 • Opening event Latvia hosted by the Presidency – 9 th January • Belgium opening event Brussels with Bozar and Africalia – 17 th January • Gender event Latvia with the Latvian presidency opening – 2 nd March • European Dev Days – 3 rd/4 th June • Closing event Luxembourg by the Presidency – 8 th December

EU inmstitutions' activities Activities run by EU institutions - EC, EEAS, EP, Council, EESC, Co • 4 th Assises of Decentralised Cooperation • Communication Campaign Prize • … Commission in the lead • Kapucinski Lectures in all MS • Back to school • Lorenzo Natali Price • Sports: Brussels 20 km and more • Thematic conferences at the Info point • Information through the Representations, EDDCs, EU Delegations • ……

Thematic Months 1. January – Europe in the World 2. February – Education 3. March – Women and Girls 4. April – Health 5. May – Peace and Security 6. June – Sustainable Green Growth, Decent Jobs and Businesses 7. July – Children and Youth 8. August - Humanitarian Aid 9. September – Demography and Migration 10. October – Food Security 11. November – Sustainable Development and Climate Action 12. December - Human Rights and Governance

EYD Shared Website • Principles • Collaborative campaign site • Approved partners will have full editorial control • A shared site, a shared year • For coordination, collaboration and dissemination • Main elements • • Events Stories Case Studies Toolkit

Social Media Strategy • Principles • Direct engagement with citizens • A collaborative and innovative approach • Main elements • • • Posting guidelines Social media takeover of the official Twitter/FB accounts #EYD 2015 and #Euglobalplayer Other event specific hashtags Capacity 4 Development Group

Media • Eurobarometer measuring public opinion before and after the year • Media Partnerships (2 per Member State) with key broadsheets and broadcasters • Engaging alternative media such as diaspora, faith, youth, development specialists • Joint announcements and press events • Press seminars and events throughout the EYD • Building a database to facilitate easier access to experts

Key Next steps ü Finalise toolkit we can offer main stakeholders ü Give further guidance on web, social media, media ü Agree on evaluation of the EYD 2015 ü Exchange best practices and detect further synergies 16

Thank you and let's get started !