- 27 February 2023
How to increase awareness of the benefits of cohesion policy across Poland, reaching a maximum number of people through various media? This was the challenge met by the “Born in EU” project, managed by Fundacja Centrumim Prof. Bronisława Geremka. The project aimed at raising awareness through a global communication strategy, running from November 2020 to July 2021.
“Born in EU” created the very first identity social media campaign that shows that people’s personal choices, their lifestyle, and (European) way of living are enabled by European policies (such as cohesion policy) and values. The social media campaign took place on Instagram, TikTok, and Facebook, and targeted the youngest generation of people living in Poland. Initially collaborating with influencers in a workshop to brainstorm ideas for how to reach this demographic and establishing new ways of connecting to the audience. This resulted in a series of co-created videos to be shared on these platforms. Subsequent content ranged from an EU jargon-buster to personal stories and challenges. In the meantime the Facebook group engaged in fact-checking and myth-busting of some stories relating to the EU and Cohesion Policy. Afterwards, focus group consultations showed that the target audience became more interested in the topics raised, more keen to discuss them, and agreed that these issues should be more widely known.
The communication actions implemented as part of “Born in EU” were very popular. The figures speak for themselves:
- 35 posts with 4.7m views on Tiktok
- 111 posts with 2m views on Instagram
- 117 posts with 458 000 views on Facebook