This chapter offers an overview of the communication strategy of the Campaign and provides material for media work.
The communication unit is in charge of the Pan-European communication strategy of the Campaign. This comprises both internal and external communication (towards the campaigners and towards the target group of the Campaign). In particular, this unit should optimise the resources (press office, radio and TV facilities, web portal...) and make sure that all the communication towards the target groups meets certain quality standards.
A communication strategy for ensuring wide media coverage shall be developed. The Council of Europe Directorate of Communication is fully involved in the project, and likewise the Council of Europe information offices in the member countries.
The current communication strategy for the Campaign arose from the results of one of the technical working groups at the Symposium that was held at the EYC Strasbourg in October 2005, following immediate and on-going consultation and co-operation with the Directorate of Communication of the Council of Europe.
The primary vision is that there will be multiple target groups, meaning that the Campaign is not directed exclusively at young people but also, for example, at the business sector and public authorities, as the topic involves all people and, not just the young.
A large impact is sought through a transparent and participative process involving a variety of accessible technology. The communication aims to be horizontal, systematic, extensive, consistent, multilingual, assessable and measurable in its results.
The website of the Campaign is accessible and easy to browse, and it has been developed using free software. Users can upload all kinds of information, write comments and hence be actively involved in composing the content of the web portal. Special sections of the website are designed to fulfil the needs of young people who could join the campaign, people already actively involved in the campaign, multipliers working with young people in different fields, policy-makers in the youth field, and professionals working in different media.
The communication tools also include printed documents and various “gadgets” that could be exchanged between countries, produced both by the Campaign team and on a national level. Throughout the campaign the communication technology should be developed further in various fields as for example mobile telephone/SMS technology; radio and video broadcasts with the support of the network of the national campaign committees. The content should be appealing, informative and effective.
The overall goals of the communication strategy are:
• to deliver information about the Campaign and its activities,
• to motivate people to join the campaign
• to raise awareness in the target groups,
• to build up a common Europe-wide network
• to gather resources (financial, human and "in kind").
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Michael Raphael, the new Campaign manager, has released this interview in October 2006. The interview includes questions put by this website visitors |
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| Terry Davis, Secretary General of the Council of Europe released this interview in June 2006, shortly before the official launch of the Campaign. The interview is part of the video kit available to accredited journalists on DVD support. |
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The complete collection of available material useful for journalists and other media professionals.
Photo Gallery from the Official Launching Event in Strasbourg
Photo Gallery of the Fan Convention in Rust (see Press Release)
Various material promoting the All Different All Equal Campaign will be available for spreading our message to the public.
We will hand out pin badges, stickers, balloons and bracelets at the different events we will be organising or taking part in (the official launch of the campaign, the Tour de France, etc.).
Over the next few months there will be an online shop on this website. The different organisations committed to the campaign (NGOs, National Campaign Committees, associations, etc.) will be able to order all the promotional material listed above.
A leaflet explaining the campaign, its message and who it is about is available in the following different language versions:
French
English
Turkish
Czech
Estonian
Romanian
Italian
Slovak
For any material needed please contact the secretariat.
Astonished to see such a word on this website? Well, watch the following video until the end and you will understand the quotation... This video is indeed the collection of TV spots that young people around Europe did for the previous campaign in 1995.
The project was organised as a contest and was developed in partnership with a German broadcasting company. The spot that won the competition is the last one in the video...
Unluckily, because of technical restrictions, this video is not available for download from our download centre (we hope to fix this soon...).
This should be the main source and platform for the exchange of information.
It should encourage networking and integration, and be interactive and participative rather than prescriptive.
The website of the Campaign is accessible notably for people with physical or visual impairments and easy to browse, it has been developed using free software . Users can upload all kinds of information, write comments and hence be actively involved in making up the content of the web portal. It is designed to attract different target groups, providing them with the necessary information on the Campaign activities and the Campaign themes as well as motivating people to get involved. The primary language used will be English. Beside the traditional navigation menu, (providing access to features such as forums, calendar of events, polls, links…) the user can decide to explore the website according to her/his interests (media, policy, working with young people etc.). Special sections of the website are being developed for:
Young people who could join the Campaign
The main purpose of this section is to motivate young people to join the Campaign. For this reason cultural or sports events, available gadgets and online activities will be given a prominent visibility here.
People actively involved in the Campaign
The main purpose of this section is to foster further development of the network of actors of the Campaign. In this section the user will be invited to join thematic fora, whilst best practice projects from various countries and educational material will be available for downloading.
Multipliers working with young people in different fields
The main purpose of this section is to offer multipliers valuable tools for spreading the message of the Campaign. Amongst other things, in this section material related to training, teaching and youth work will be available for downloading.
People involved in policy-making in the youth field
The main purpose of this section is to offer policy makers tools for shaping youth policies close to the values of the Campaign. Background documents such as laws and reports on the youth situation in various countries will be available, but also concrete tools like for example the “European Charter on the Participation of Young People in Local and Regional Life” will be available to visitors.
Professionals working in different media
The main purpose of this section is to make available to media professionals material useful to their work. Here it will be possible to find press releases, pictures, a media pack specially designed for journalists, a video kit, and a brief description of the forthcoming events as well as facts and figures on the issues of the Campaign in the other member countries