The following general strategic approach to the communication and promotion of the “Human Resources & Social Cohesion 2021-2027” program will be detailed in the Annual Plans, which will be reviewed by the Monitoring Committee.
1. Main Communication Objective
The main objective is to promote the role of the Program and the European Union in improving the following sectors: employment, education, lifelong learning, social inclusion, actions to address material deprivation, and institutional strengthening of mechanisms and social partners.
2. Specific Communication Objectives
- Enhance recognition, understanding, and a positive attitude towards the role and contribution of the EU in improving citizens’ quality of life through the funding of the Program’s interventions in employment, education, lifelong learning, and equal access to quality services and goods.
- Direct and valid information for potential beneficiaries, civil society organizations, partners, and other potential stakeholders regarding the funding opportunities provided by the program and the access procedures, in a manner and format accessible to all.
- Promotion of the Program’s emblematic projects of strategic importance (see attached Table), in cooperation with the beneficiaries. Support for beneficiaries during project implementation regarding communication and promotion obligations for the results and impact of the actions they implement. Dissemination and promotion of good practices and the results of the OP to highlight the direct and indirect benefits for citizens. Promotion of skill and qualification enhancement for the economically active population and employees in cutting-edge skills related to the green and digital transition of the economy.
- Continuation of promoting synergies between the communication initiatives of the EU and the OP (e.g., central communication campaigns of DG EMPL, 2022-European Year of Youth).
3. Target Audiences
The target audiences are as follows:
i. General public
ii. Potential beneficiaries:
- Job seekers, young people, and long-term unemployed
- Young people not in employment, education, or training, mainly young people under 29 years old
- Women (as there is a low employment rate for women)
- Students of all levels and initial vocational training
iii. Special categories, vulnerable population groups:
- People at risk of poverty or social exclusion, including the destitute and children, marginalized communities, and third-country nationals.
- Άτομα με αναπηρία και χρόνιες παθήσεις (ΑμεΑ).
iv. Organizations – Information Dissemination Bodies: Media, journalists, information networks, opinion leaders, European Institutions and Bodies (European Commission, Europe Direct, European Parliament Office in Athens, etc.), Ministries, Regions, Universities, DYPA, Institutional social partners, etc.
v. For emblematic actions of strategic importance, a specific selection of the target audience will be made per promoted action.
4. Communication Channels
- Social media: Facebook, Twitter, YouTube, LinkedIn (matching target audiences I-V).
- Development of the Operational Program’s website with the aim of increasing traffic and linking to the central ESPA website (target audiences I-V).
- Events (in-person, online, hybrid): kick-off (target audience I-IV), annual (target audience IV-V), workshops (target audiences I-V depending on the event). Specifically for strategic actions, kick-off events will be held with the participation of the media, EU representatives, organizations, Ministries, potential beneficiaries, etc.
- Printed and/or digital productions. Proposal for an agreement with the Ministry of Education and Religious Affairs for the distribution of informative material for the ESF+ through schools.
- Συνέχιση της λειτουργίας του δικτύου υπευθύνων δημοσιότητας των δικαιούχων που διατηρεί η ΕΥΔ από το 2017 με την προσθήκη εκπροσώπων από την Μόνιμη Αντιπροσωπεία της Επιτροπής στην Αθήνα και της Europe Direct. Τακτικήεπικοινωνία υπεύθυνης επικοινωνίας του Προγράμματος με DG EMPL για κεντρικές καμπάνιες.
5. Budget
The budget, amounting to 12 million euros, will be determined based on communication needs. An indicative financial plan per activity/channel per year will be provided with the description of the actions.
6. Monitoring and Evaluation
The evaluation will be carried out using implementation, outcome, and impact indicators. Indicatively:
Implementation indicators: Facebook Target Value (TV) 30,000 followers, Twitter TV 30,000 users, LinkedIn TV 1,000 users, Website TV 100,000 visits, helpdesk inquiries TV 50/month
Outcome indicators: 1,500 engagements / post on social media. Recognition rate, campaign/action audience recall, satisfaction/usefulness level from event, website conversions (downloads, registrations, bouncing rate, connection duration) and user satisfaction level.
Impact indicators: Dissemination of a positive message about the Program and the EU, level of trust in national/European authorities.
Evaluation: evaluation of the communication strategy every 2 years.
