How to increase awareness of the benefits of cohesion policy across Denmark, reaching a maximum number of people through various media? This was the challenge met by the “The search for Cohesion in the Danish regions” project, managed by Foreningen Nyt Europa. The project aimed at educating the general public about cohesion policy’s positive impact in a campaign running from September 2021 to August 2022.
- 05 December 2022
It did so by creating 6 communication packets focusing on 6 beneficiaries of EU funding, arranging a network and debate exploring the impact of the EU support on the green transition with relevant stakeholders and policy makers. Furthermore they launched a nationwide advertising campaign on social media and on the top 150 websites in Denmark, and submitted an opinion piece in a national political news media. Each packet included 3 case-specific podcasts, communication material for promotion and content for local press. In total 18 podcast episodes were produced and published on various platforms, and also aired on 2 regional/local radio stations. All published content i.e., podcasts, articles in local and national media, blogposts, and videos were promoted on multiple social media platforms and case partners engaged with the content on their own social media platforms. A networking/debate event on Cohesion and Green (just) Transition was held at the Political Festival of Europe in Mariager, Northern Jutland Region, Denmark. Projects featured ranged from education to food start-ups to a tech cluster.
The communication actions implemented were very popular. The figures speak for themselves:
- Facebook: 33 organic posts, 374 628 views.
- Instagram: 31 organic posts, 7 144 views.
- Twitter: 12 posts, 1 520 views.
- YouTube: 12 videos uploaded
- Newsletters: 6 editions with 400+ recipients
- LinkedIn: 10 posts, 2 813 views
- Ad audience through online and print media: 419 619
- Podcasts: 18 on each platform, 878 listens
- Participants at the event: 25 000
- Radio Station Copenhagen aired 18 episodes and sharing the podcast on the web: 20 000 monthly listeners
- Løkken Vrå local radio broadcast 3 episodes. Total accumulated listens, reach and views from all platforms: 996 475
The total reach was double what was forecast.