EU Cohesion policy in Bulgaria - Vox Populi focuses on telling personal stories rather than financial facts and figures. Through general audience engagement in smart outreach campaign, the project drives recognition of EU Cohesion policy impact on an everyday level and encourage civic participation.
United Partners Ltd, together with Educational Cooperation Foundation, launches the project EU Cohesion policy in Bulgaria - Vox Populi. It is funded by the EU, Directorate-General Regional and Urban Policy, Directorate Budget, Communication, and General Affairs and aims at promoting the role of EU Cohesion policy for the sustainable development of all Bulgarian regions and to encourage civic participation in Bulgaria on issues concerning further EU cohesion policy development.
The project approach is innovative. It leads to the evolution of the communication landscape and brings added value to existing informational measures and initiatives on EU Cohesion policy in Bulgaria. The planned outreach campaign combines traditional PR technic with social media strategy in order to reach the planned target audience - 4 million in BG and 7 million in other EU countries or 11 million in total.
The project starts with media and social media listening, that generate insights and create story angles. During two storytelling camps with journalism students from selected Bulgarian universities, the angles will be transformed into a variety of stories – social media stories, video stories, blog posts, media stories, interviews, etc. All the stories created will be uploaded on a Content Hub. Through intensive promotion, we will drive people to read, engage and share the stories from the Content hub. Via gamification, the target audience will be encouraged to share the stories they like and resonate with them in their own social networks. This way we will create interesting and engaging stories and make them travel online in Bulgaria and not only and multiply the effect per target audience at a local, regional, multiregional and national level.