5. 5. 2009

Brussels

Information Campaign and Information Campaign and Public OpinionPublic Opinion

(Copyright remains with the author)

Martin ŠusterDirector of Research Department

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Presentation outlinePresentation outlineCampaign SetupMain ElementsResults and Public Opinion

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ObjectivesObjectivesEverybody should be informed (in appropriate form and extent)Informative and educational campaign, not persuasivePractical, SimpleMain target group: General Public

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Main MessagesMain MessagesConversion rate and the value of the euroKey dates Dual circulationDual display of prices and consumer protectionPrice abuse preventionBanknotes and coins, security featuresEMU, ECB …

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Target GroupsTarget GroupsGeneral PublicChildrenYouthElderlyBlind / Partially sightedDeaf / Hearing impairedMinorities (Hungarian, Roma)SMEsGovernment / Local governments

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FeedbackFeedbackEurobarometerStatistical Office of the Slovak Republic

2 surveys a year in 2004-200711 surveys in 2008, most in 2H

Telephone info line statisticsWebsite statistics

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ToolsToolsMedia – news, reports … mainly public mediaAdvertising in media, outdoor advertisingDirect mailWebsitePrinted materials (leaflets, brochures, posters)Free info line (0800 103 104)Website (www.euromena.sk)Conferences, seminars, lectures …

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TimingTiming2007 – preparation

PR, seminars and multipliers for SMEs, website, info line

1H2008 – expansionmultipliers for sensitive groups, PR, schools, fair pricing

2H2008 – intensive campaignpaid advertising, events, road show, major conference, direct mail

1Q2009 – conclusioncash exchange, price abuses / fears, value of the euro

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Organization of the CampaignOrganization of the CampaignExecution:

MoF, NBS, Government Office (e.g. info line), Ministries of Education, Labor & Social affairs …

Financing:60% government, 40% central bank

CoordinationPlenipotentiaryCommunication working committee

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Cooperation with the CommissionCooperation with the CommissionPartnership agreementStrategic partnership

Promotional materialsPublicationsExhibition (January / February 2008)Seminar for journalistsConferenceSurveys (Eurobarometer)

Grant(s)Advice

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Cooperation with the ECBCooperation with the ECBLogoMoU

advicepublicationsconferenceresources (photos, videos)journalists (seminar, press-kit)

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Presentation outlinePresentation outlineCampaign SetupMain ElementsResults and Public Opinion

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Euro Info Euro Info LineLineover 109 000 calls processed

Vývoj na call centre za uplynulé obdobie – celkový počet hovorov

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1.1.08

29.1.08

26.2.08

25.3.08

22.4.08

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17.6.08

15.7.08

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24.3.09

týždeň

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www.euromena.skwww.euromena.skTotal over 2.2 mil. visits355 000 visitors in Jan. 2009Information source for ¼ of enterprisesAwareness – 60% of population

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Media CampaignMedia Campaign

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PrePre--teststestsObjectives

test the visual appearance of the campaign (wallet, slogan, cartoon characters, main claims)test audibility (simplicity), attractiveness, retention, uniqueness, relevancerecommendations on possible modifications to improve the media campaign

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EuroEuro--storystory1st wave of media campaign

TV + outdoorStarted on 7. March 2008 – 300 days before €-dayGoal – show the schedule and main benefits of euro adoption:

strong currencystable economyeasier travelgrowth in living standards

Very positive post-test results

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2nd wave of media campaign – June 2008Goal: reduce fears of price rises due to euro3 versions, 1 theme: real value of income / purchasing power will not drop after euro adoption

Equal value, different currencyEqual value, different currency

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You know everything about euroYou know everything about euro3rd wave of media campaign, after setting the conversion rate (July 2008)Basic information abut euro adoptionTV supported by radio and outdoor

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Dual displayDual display4th wave of media campaign: TV + radio + printLaunched before mandatory dual display started(August 2008)Call for wider scope of dual display, even where exceptions are applicable / informing public about the exceptions

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Ethical code Ethical code -- businessesbusinessesMain commitment: euro will not rise pricesCalls on enterprises to join – radio, prints, internet

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Ethical code Ethical code -- consumersconsumersNovember 2008Support Ethical code among consumersPrefer shops with the logo „Meníme menu, nie cenu“TV + radio + print + internet

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DeDe--hoarding campaignhoarding campaign7th wave of media campaign, Dec. 08goal: reduce the cash in circulation before currency exchangeTV, radio, prints

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Cash ExchangeCash Exchange8th wave of media campaign, TV + TV + radioradioJanuary 2009Basic information on cash exchange

dual circulationexchange in banksexchange in NBS

Main message: cash exchange is simple,is simple,nobody will lose money

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Every Cent CountsEvery Cent CountsLast wave of media campaignFebruary 2009, TV + printsMain message: euro coins are not small change

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EventsEvents

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Central bank eventCentral bank event21. 9. 2008Star-giving ceremonySymbolic unveiling of bannersECB exhibition

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NBS bannersNBS banners

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Euro conferenceEuro conference22. 9. 2008Reduta / Carlton / SNDinternational, cca 400 guestsmain speakers: ECB president J. C. Trichet, CommissionerJ. Almunia, prime minister R. Fico

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NBS Open Door DayNBS Open Door Day

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Happenings in 8 regional capitals27. 9. 2008 after 14.00Statements by finance ministerPočiatek, NBS governor Šramko, plenipotentiary Barát in KE,BA and BB

28 000 visitors

Euro dayEuro day –– 100 100 days todays to €€ adoptionadoption

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EuromobileEuromobileStarted on September 27Toured over 350 villages and small towns

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New Year / Euro Adoption CelebrationsNew Year / Euro Adoption Celebrations

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Euro, naša mena – European Commission exhibition, January 2008 (Bratislava) + February 2008 (Košice)From Koruna to Euro (Brussels, July 2008)Slovenské eurové mince – NBS traveling exhibition (14 cities in Slovakia since 2006)Výstava o eure – ECB exhibition in NBS headquarters, September 08 – January 09

ExhibitionsExhibitions

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PR and Media EventsPR and Media Events2 training seminars for the journalists (organized by the Commission and the ECB)38 press conferencespress release almost every weekinformal meetings with the media monthlyhundreds of media appearances initiated by the journalists (comments, interviews, discussions …)

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PublicationsPublications

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Direct mailDirect mailAll households / mailboxes

information brochureeuro converterEC leaflet

Start November 10, 2008

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Direct Mail in Hungarian and RomaDirect Mail in Hungarian and RomaDistributed via municipalities

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ECB PILECB PILEuro banknotes and coins, security featuresLenticular conversion cardsTo all mailboxes in early December 2008

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PIL in Hungarian and RomaPIL in Hungarian and Romaavailable at selected Post offices

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PublicationsPublicationsOver 20 mil. different publications

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Sensitive Target GroupsSensitive Target Groups

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PartnersPartners and seminarsand seminarsCooperation with partners

mainly sensitive target groupstrainings, special products, support in informing e.g. disabledPartners: churches, Union of pensioners, Blind union, Hearing impaired association, Roma press agency, Elderly help forum, Association for the help of mentally handicapped, Union of Slovak consumers, Municipalities union, ...

Seminars and training320 seminars for multipliers for sensitive target groupsover 18 000 multipliers trainedover 300 presentations for enterprisessupported over 250 seminars for enterprises via partners and National agency for development of small and medium enterprises

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Euro to SchoolsEuro to SchoolsTools for younger (7-12 years) and older (13-17 years) pupilsIn cooperation with the Ministry of EducationDistributed to pupils in 2007/08 school-yearAt least one lesson about euro in 1st half of 2008 and one in 2nd half

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RomaRomaTV programsMusic CDTheatre performancesDVDRadio playTraining of multipliersTraining of teachersNewspaperPublications

both EC and ECB developed publications in Roma

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Other national minoritiesOther national minoritiesHungarian – largest national minority in Slovakia

publications in HungarianHungarian is one of EU languages = EC / ECB publications exist in Hungariancooperation with local administrationspresentations for multipliers in Hungarian

Other minoritiesRuthenian – nr. 4 minority – newspaper, presentations

NB: nr. 3 minority is Czech = very small language barrier

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Handicapped / Sensitive groupsHandicapped / Sensitive groupsHearing impaired

DVD easy to read leafletmultipliers

Mentally handicapped + mentally ill

easy to read leafletmultipliers

Elderly / isolatedpeer groupslocal administrationsSocial insurance company

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Handicapped / Sensitive groups (2)Handicapped / Sensitive groups (2)Blind

CDtalking cardcash test tool talking calculatorbrochure in Braille

Childrenlearning tools for handicapped children (Euro to schools)didactic gameeducational concerts with euro content

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Presentation outlinePresentation outlineCampaign SetupMain ElementsResults and Public Opinion

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Campaign assessment Campaign assessment –– postpost--testtest

5787

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89 89 88 88 8474

0102030405060708090

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info

rmat

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unde

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cred

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suff

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for m

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attra

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mis

lead

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usel

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aggr

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stup

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eveluation

benchmark

Source: NBS.

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93

0

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20

30

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60

70

80

90

100

IX.04 I.05 V.05 IX.05 I.06 V.06 IX.06 I.07 V.07 IX.07 I.08 V.08 IX.08 I.09

Information about euro is sufficient / more sufficient than not Source: ŠÚSR.

Information LevelInformation Level

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Support for the EuroSupport for the Euro

83

0

10

20

30

40

50

60

70

80

90

Sept (-4) Apr (-3) Sept (-3) Apr (-2) Sept (-2) Apr (-1) Sept (-1) Mar(+1)

SK SI MT CY

Source: Eurobarometer, ŠÚSR (ex-post survey in Slovakia).

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Fears Fears -- Price increasesPrice increases

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20

30

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50

60

70

80

90

Sept (-4) Apr (-3) Sept (-3) Apr (-2) Sept (-2) Apr (-1) Sept (-1) Jan (+1)

SK SI MT CY

Source: Eurobarometer.

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Thank you Thank you for your attentionfor your attention

2€ 1€

50, 20, 10 c 5, 2, 1 c