CLUB

OF VENICE 16 February 2012 ! Council of the EU, Brussels

Seminar - The next web and its impact on Government communica7on

EU referendum campaign in Cr atia

Lessons learned
Zvonimir Frka-Petei Head of the Directorate for Support to EU Accession Process Ministry of Foreign and European Affairs Zagreb, Croatia

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Milestones

2003 Application for membership 2005 Launch of accession talks 2011 End of negotiations 2012 Referendum 20122013 Ratication of the Accession Treaty 2013 Membership of the EU

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EU political context

Enlargement fatigue Lessons learned from previous rounds Tougher accession conditions Blockade of EU talks over bilateral issues 6 EU crisis during accession talks Impact on EU priorities

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Background in Croatia

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Tougher accession conditions: is the EU fair with us? Eurozone crisis: is it the right moment to join? Complicated political schedule: uncertainty on dates Unpopularity of the last Government Communication mistakes New Government Late annoucement of the referendum date Late interest of the media and the public Sudden mobilisation of the eurosceptics

Communication tools

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In-house communication strategy TV and radio clips - FAQ,YouTube TV and radio debates, interviews, talk-shows Public debates, roundtables Booklets, leaets Ads and supplements in newspapers & web Halo EU! call-center Dedicated websites TV and radio clips - Politicians & Personalities Facebook, Twitter,YouTube

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Main target audiences

Unskilled & unqualied Farmers Sovereignists The young Workers (35-55) Housewives

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Main fears and counter-arguments

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Lost of sovereignty Decline in living standards Euro and rise in prices Unemployement increase Rush on real estate Is the CAP good? Competitivness Greece

Malta, Slovenia, Denmark Rise of in EU12 Euro is not yet in sight 3 million jobs Possible since 2009 Polish example EU12: 2% >> 4% and without the EU?

Results of the campaign

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Noticeable rise of support (except among high-skilled) Strong rise between the over-sixties Rise of support among the young (39% > 60%)...

...but fallback in the last weeks Strong mobilisation of the eurosceptics Late start with social media

A stable majority in favour

For
70 % 60 % 50 % 40 % 30 % 20 % 10 % 2006 2007 2008 2009 2010 2011

Against

Undecided

IPSOS Puls, 2006-2011 - Voting intentions of those intending to vote in referendum

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Opinion polls

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Stable rise of the support Last opinion poll (20 January) Expected turnout: 58% In favour: 61% Against: 28% Undecided: 11%

Outcome of the referendum

In favour: 66,27% Against: 33,13% Null and void: 0,60% Real turnout: 58-60%
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Lessons learned
Know the date early Start earlier with social networks Engage in discussion with people Be citizen-oriented Plain language Working on a mobile app > handy EU
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See you on 1st July 2013!

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