EU referendum campaign in Cr atia Lessons learned Zvonimir Frka-Petešić Head of the Directorate for Support to EU Accession Process Ministry of Foreign and European Affairs Zagreb, Croatia CLUB OF VENICE Seminar «The next web and its impact on Government communica7on» 16 February 2012 Council of the EU, Brussels jeudi 16 février 2012
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EU referendum campaign in Croatia - Lessons learned
Presentation by Zvonimir Frka-Petešić, Director-General, on the Croatian EU referendum campaign @ http://consilium.europa.eu/web4gov
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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
jeudi 16 février 2012
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
jeudi 16 février 2012
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
jeudi 16 février 2012
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
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jeudi 16 février 2012
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Main target audiences
★ Unskilled & unqualified
★ Farmers
★ ‘Sovereignists’
★ The young
★ Workers (35-55)
★ Housewives
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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?
jeudi 16 février 2012
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
jeudi 16 février 2012
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