Holistic strategy for EU harmony

If governments are to gain public support for a unified Europe, they must adopt a more complete approach to campaign planning. John Shannon discovers that politicians still have a lot to learn. John Shannon is president of Grey International.

The launch of the EU’s communications campaign (excluding only the UK and Denmark) explaining the single currency, underlines the need to establish and promote public understanding and generate grass-roots support for the euro.

Throughout the community, there is confusion about the implications of creating a unified Europe. The communications industry can play an important role in explaining the facts. But to do so effectively it must show levels of sophistication and planning that reflect the magnitude of the task.

Grey International has recently completed a study of the relationship between advertising and voting patterns in referenda in various European countries, to determine the strengths and weaknesses of the campaigns. The findings identified a particular communications approach that was effective in helping voters address the issues.

Many of the campaigns analysed were fragmented, short-term and lacked professionalism. In such cases there is little evidence to suggest they played an important part in voting decisions.

But the experience of Austria, which voted overwhelmingly in favour of EU membership, was quite different. The pro-Europe communications strategy was uniquely planned and executed. In addition to advertising in the run-up to the referendum and a PR operation that ran over years rather than months, the campaign adopted a personal approach using well-designed direct mail information packs, including a 24-hour telephone helpline. This service was available to every household in the country.

The emerging lesson is that if governments are to enjoy public approval for closer European cohesion, they must adopt better ways to show the benefits to their citizens.

It is a challenge that requires a far more holistic approach to campaign planning and implementation than has generally been the case. It is also one which should no longer be ignored.

Last month’s conference in Brussels to discuss the communications requirements for launching the euro as the official currency in 1999 may have been a step in the right direction.

But the fact that only one advertising industry delegate was invited to attend, suggests there is still a long way to go.

If the central and national governments of Europe fail to find effective ways to communicate the benefits of European union, they’ll lose already dwindling support for the ideals of a single Europe and at the same time consign the two to the dustbin of history.