INTERNATIONAL: EU invests in campaign to explain enlargement

BRUSSELS: The European Union is investing nearly pounds 100 million in a communications campaign to inform the public about its enlargement.

BRUSSELS: The European Union is investing nearly pounds 100 million

in a communications campaign to inform the public about its

enlargement.



The enlargement process will almost double the number of EU member

states.



Enlargement commissioner Gunter Verheugen and education and culture

commissioner Viviane Reding are spearheading a plan aimed at ’thoroughly

informing public opinion and gaining support’.



’Reunifying our continent cannot be limited to a close circle of

negotiators but must be widely explained to the people and supported by

them,’ Verheugen said.



In an EU internal document, the commission outlined a three-pronged

strategy for communicating the reasons for enlargement, promoting debate

’at all levels of society,’ and providing information about the

candidate countries.



The campaign, involving a mix of advertising, PR and public consultation

stretches beyond the EU’s borders to the candidate countries. These

states range from Turkey to Hungary. In these countries the campaign

will focus on improving public knowledge of the EU and its institutions,

explaining the implications of accession for each country and the link

between the pace of preparations and the progress of entry

negotiations.



The EU is looking for PR and advertising agencies in every member state

to carry out the work.



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