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

    European Parliament Election 2009Campaign Summary

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

    375 Million Votes for Europe.

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

    Brussels, September 2008

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

    Europeans choose their Parliament in the worlds 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

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

    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+

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

    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.

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

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

    Source: Standard Eurobarometer 69, 2008

    Casting my vote wont change anything (68%).

    I dont understand enough about the role of the EP (60%).

    Im not interested in the European elections (59%).

    The EP doesnt pay enoughattention to issues that

    concern me (57%).

    I dont feel represented wellenough by the members of

    the EP (53%).

    Im not well informed enough to vote (58%).

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

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

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

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

    Daily life concerns

    Relevance

    Clear Options

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

    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

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

    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

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

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

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

    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

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

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

    Most Accessible Nonvoters Likely Voters First-time Voters

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

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

    1999 2004 2009

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

    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 influencepeoples 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

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

    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.

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

    The topics have to be adapted to each countrys 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

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

    On these issues we highlight their impact on peoples everyday life and that alternatives exist.

    Core message for the electoral campaign:The European Parliaments decisions impact on your life your vote determines Europes direction!

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

    The Claim

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

    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.

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

    The Logo

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

    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.

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

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

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

    Outdoor

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

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

    neu

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

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

    neu

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

    neu

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

    neu

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

    neu

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

    neu

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

    neu

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

    lwe

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

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

    Each member state has differen

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