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 On Tuesday 17 March, the European Parliament (EP) made public its communication strategy for the 2009 European elections which are to be held on 4-7 June. The campaign focuses on choice rather than civic duty, and aims to deliver the message that "the EU has major policy choices ahead which will affect the everyday lives of European citizens - and that by voting in the elections citizens can affect those choices."
EP Vice-President Alejo Vidal-Quadras said: "The single message of the campaign is about choice. It is not designed to appeal to citizens' civic duty, but to highlight that there are major policy choices confronting the EU which will impact on people's lives, that these choices are decided at European level with the Parliament playing the leading role as to which policy choice is selected and that citizens can influence the selection of these policy choices by voting in the European elections for candidates who reflect their political preferences." The strategy has a budget of only 18 million euro, which represents around five cents per voter. Priority is being given to two target audiences: 18-25 year olds and women of 30-55 years. "These are people who don't go to the ballot box, but that would be prepared to vote if you can prove to them that it is worthwhile," said Francesca Ratti, the EP's director-general for communication. Graham Watson MEP, leader of the EP's ALDE group, commented that "Parliament faces a major challenge to halt a downward trend in participation. To be successful, this campaign will need to be widely picked up on at national level and to reach out and communicate with a broader public including those who may not normally show an interest in politics". Sources: |
