EU4GEORGIA 4 – Communicating the European Union in Georgia
The EU4Georgia 4 Project was launched on 1 June 2022 to increase awareness, understanding, and support for the EU and its activities in Georgia through the umbrella communication strategy. It includes communication activities of the EU Delegation and relevant EU-funded projects for the next 4 years. The Contract has more than 5.000 working days and a budget of 5 MEUR.
NTU develops and implements large-scale public events, such as the Europe Day and the EU Prize for Journalism, while also providing general communication support to EU-funded projects through the EU Digitool. To enhance the visibility of EU support to Georgia, the project identifies, develops, and broadcasts success stories of beneficiaries of EU-funded projects. They are presented and promoted as written articles with photos, shared then with the database of online media outlets. The most interesting stories are further promoted in a reportage format on central and regional TV channels.
Implementation
To deliver a positive and impactful communication approach, NTU develops and implements one large-scale, multifaceted umbrella communication campaign that lasts the lifespan of the project. This campaign covers the overall EU support to Georgia, with overarching messaging designed to provide more consistent, evidence-based information to the Georgian population. The campaign aims to “break the bubble” of traditional audiences. It reaches new ones by collaborating not only with media partners and opinion leaders but also by leveraging the communication channels and stakeholders of the EU-funded projects. Key topics are selected based on their urgency, importance, and relevance, in close consultation with the EU Delegation and EUD program managers.
In Georgia, for each campaign theme, tailored narratives are developed to provide a concise overview of the EU's relevance and achievements, emphasising the tangible benefits for its citizens.
Impact
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Awareness of the EU support to Georgia increased from 76% in 2022 to 85% in 2024, based on perception values from the opinion polls EU Neighbours;
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The percentage of people who have actively read, seen, heard, or searched for information about the EU in the last three months increased by 4 percentage points over two years, from 33% in 2022 to 37% in 2024, based on the same opinion polls;
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A total of 78 EU success stories developed and broadcasted by the end of 2024, highlighting impactful initiatives;
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Umbrella public campaigns and small- to medium-scale communication activities reached over 3 million people through media visibility and engaged over 2 million people via social media platforms by the end of 2024.
SDGs:
