Synthesis Study of the European Commission’s Corporate Communication Campaigns

With the highest turn out since 1994 – and the largest increase recorded among younger people and first-time voters – the 2019 European Parliament elections indicated that EU citizens are showing increasing interest in the running of the bloc.

The Brexit saga has highlighted, however, that other countries are considering the future of Europe in a way that they hadn’t before. With the installation of Ursula von der Leyen as the new President and a new Commission, the Commission determined that it needed to improve the way the EU communicates in a context of conflicting messages, and confirm unity within the EU Member States.

At this decisive moment for the Commission, the Directorate-General for Communication set out a corporate approach to improve how the European Commission engaged with EU citizens and to enhance trust in EU institutions.

This new approach involved pooling communication budgets and efforts to support the roll out of three large-scale multichannel campaigns towards specific target groups within the EU population. Key messages included confirming the shared values of EU citizens, as well as the importance of the EU to everyday life.

As this new initiative was launched, we won a contract to carry out a study into the approach to it, considering the effectiveness and efficiency of the centralised and coordinated approach.

Our study included looking into the level of contribution and complementary communication activities carried out by the Commission’s Representations in Member States, for Citizen’s Dialogues and for Europe Direct Information Centres and involvement of other Directorates General in corporate communication.

Our study provided specific recommendations to enhance individual campaigns, decision-making and priority setting, as well as the efficient allocation of resources and included a global best practice corporate communication review.

Europe

2018-2019

Directorate-General for Communication, European Commission