The Ministry of European Funds launched, the communication campaign “European Money for Romanian Ideas”, the first campaign of this magnitude in the last 6 years. The campaign materials will be visible in the main communication media in all the development regions of Romania, in all counties and in Bucharest, for 5 months, from March 28 to August.
The last integrated campaign to promote European funds of the same size was launched 6 years ago in 2013 by the Ministry of European Affairs – the Authority for Coordination of Structural Instruments.
The Integrated campaign uses a communication mix that includes TV, radio, online, outdoor, social media and print. Integrat has been designed to meet the 18+ general public’s information needs. In this respect, the opinion poll (national level) included in this project highlighted the fact that the sources used by citizens when it comes to information on European funds are:
– television: the channel through which it would most like to receive information on European funds (57 percent specialized broadcasts, 21 percent TV advertisements);
– Internet 25 percent.
Also from this sociological survey we know that prosperity is the value that respondents think best reflects the impact of investments from European funds (55 percent). In addition, research has shown that the main expectation of Romanians, who manage European funds, is to have less bureaucracy (91 percent).
Sources of financing
In European Regulations no. 1303/2013 and nr. 1304/2013 provides for the obligation of the Member States benefiting from European funds, and therefore the obligation of Romania to take the necessary measures to inform the public and to ensure the visibility of the financial intervention of the European Union.
Therefore, the campaign is co-financed by European funds:
- European Regional Development Fund;
- European Social Fund.
The service contract was signed in January 2019 between the Ministry of European Funds and the Association of the Plan B Concept – All Media Company, following an open tender procedure, between September and December 2018.
Although 6 companies expressed their interest in bidding in the electronic public procurement system (SICAP), only one bid was declared and the winning bid was submitted.
The total budget invested in this campaign is RON 11,785,282 lei with VAT (EUR 2,475,535) of which:
- RON 7,465,640 with VAT (EUR 1,568,181) from the project “Communication campaigns for the promotion of ESI funds 2014-2020”, financed by the OPTA.
- RON 4,319,642 with VAT (EUR 907,354) from the project “Discover the Human Capital Operational Program” financed by AT POCU.
The purpose of our campaign is to inform the public about the contribution of European funds to Romania’s development, how these funds are allocated through the Operational Programs and how they are used by European funding beneficiaries.
The campaign also highlights the fact that all Romanians benefit directly or indirectly from investments made with European funds.
Taking into account the responsibilities of the Ministry of European Funds in the management of the structural and investment European funds, the materials in the communication campaign emphasize the promotion of the Operational Programs for which we ensure the management, as follows:
- Operational Program Competitiveness (POC);
- The Human Capital Operational Program (POCU);
- Large Infrastructure Operational Program (POIM);
- Technical Assistance Operational Program (OPTA).