Post on 30-Jun-2020
NationalCommunication
Campaignon EuropeanSocial Fundinterventions
in France
Programming period2000/2006
ESF Committee
September 2003
The European Social Fund in France
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Context : a « knowledge deficit »
• The European Social Fund,
a financial instrument, often complex,
which does not easily reflect and communicate
the reality of the projects it supports
The European Social Fund in France
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Communication Objectives
The European Social Fund in France
• To demonstrate the value of ESF interventions
• To inform all the actors and partners involved in ESF implementation
• Ultimately , to strengthen the idea of European citizenship
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Key principles
• To inform people about all programmes to which the ESF contributes inFrance (Objectives 1, 2, 3 and Equal)
• Using both media and non-media based tools
• National piloting of the campaign by the Ministry of Social Affairs,Employment and Solidarity , and disseminated to the regions
The European Social Fund in France
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Key principles
Building-up the campaign (mid-2002 to mid-2004)...
�� Launch the campaign internally
�� Accompany the relaunch of programming
�� Maintain institutional communication
�� Communicate to a wider public
�� Increase awareness amongst the general public
The European Social Fund in France
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Stage 1 : Launch the campaign internally
The European Social Fund in France
A communication pack sentto all ESF andcommunication contacts
Information document aimed at
‘Prefects’ in the regions and atinstitutional partners
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Stage 2 : Accompany the relaunch of programmingPublications
The European Social Fund in France
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Publications
The European Social Fund in France
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Some examples from the regions (1)
The European Social Fund in France
In Rhône-Alpes
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Some examples from the regions (2)
The European Social Fund in France
In Poitou-Charentes
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Some examples from the regions (3)
The European Social Fund in France
In Bourgogne In Aquitaine
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Stage 3 : Maintain institutional communication
• The annual implementation report 2001, with 26 regionalvariations
The European Social Fund in France
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Stage 3 : Maintain institutional communication
• Keeping the national monitoring committees regularly informed on theprogress of the campaign
The European Social Fund in France
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Stage 4: Communicate to a wider publicBasic principles
• A symbolicrepresentation of the
founding principles ofthe European strategy
The European Social Fund in France
• People who arerepresentative of the‘ESF public’
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Press advertisements from the media campaign
The European Social Fund in France
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An internet site to "de-mystify" the ESF
The European Social Fund in France
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Provide inspiration via the Project Forum (Forumdes Projets )
The European Social Fund in France
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The next main stagesIncrease awareness amongst the general public
• A Europemploi Forum
• A media campaign aimed at the general public
• Supported by :
– a strengthened media relations action plan
– documentation aimed at those benefiting from the interventions(beneficiaries)
The European Social Fund in France
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Evaluation of the communication action plan
• Positive findings
– The objectives of the communication strategy have been met
– The campaign tools are well perceived
– Visual techniques and tools that are appreciated and used by the regions
– A convincing Project Forum, which is worth developing
The European Social Fund in France
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Evaluation of the media campaign
• A campaign that was appreciated by the large majority of those whosaw it
The campaign was liked by :
– 62 % of institutional representatives
– 73 % of company representatives
• A campaign noted as: "friendly", "clear", "understandable ",
"convincing"
The European Social Fund in France