[{"bbox": [96, 153, 1134, 313], "category": "Text", "text": "This action responds to the urgent requirement to operationalise the new European Commission strategic communication approach² in Myanmar in a conflict-sensitive manner. Its overall objective is to position the EU as a supporter of the Myanmar people and as a partner of reference in the eyes of the wider public and selected stakeholders. The communication products that will be developed under this action will be based on sound analysis and research, allowing the delegation to adapt its messaging to a context characterised by its high risk level and complexity."}, {"bbox": [96, 337, 1134, 445], "category": "Text", "text": "This action contributes primarily to SDG 17 “Partnerships for the goals”. It also contributes to SDG 1 “No Poverty”, SDG 4 “Quality Education”, SDG 10 “Gender Equality”, SDG 12 “Responsible Consumption and Production” and SDG 16 “Promote just, peaceful and inclusive societies” as these key priorities will be prominently featured in the communication strategy of the delegation."}, {"bbox": [96, 467, 1134, 549], "category": "Text", "text": "The action will contribute to the realisation of the EU Gender Action Plan 2021-2025 GAP III³, in particular to its thematic area of engagement “Promoting equal participation and leadership” and “Integrating the women, peace and security agenda”."}, {"bbox": [85, 602, 322, 633], "category": "Section-header", "text": "# 2 RATIONALE"}, {"bbox": [85, 667, 234, 694], "category": "Section-header", "text": "## 2.1 Context"}, {"bbox": [96, 726, 1134, 992], "category": "Text", "text": "In Myanmar, the political context since 2021 has made the need of building trust with citizens and improving the understanding of the EU engagement in the country even more crucial. The 1 February 2021 military coup restructured the EU's engagement in Myanmar and put a halt to the delegation's well-established and performing communication strategy in the country. With regular and popular events, it was aligned with the political, social and economic developments in Myanmar, which the EU accompanied in its democratic process. It contributed to generate a bond between a population inspired by a model of democracy and progress and the EU, successfully reaching out to them thanks to dynamic communication and public diplomacy activities focusing on the EU's strategic priorities. Human rights, the promotion of democracy and the rule of law, poverty alleviation and access to education were at the forefront of this engagement and anchored the EU to these values and priorities for external engagement in people's minds."}, {"bbox": [96, 1016, 1134, 1362], "category": "Text", "text": "The military coup abruptly erased a decade of democratic progress and placed the country into a state of emergency leading to political instability and a growing level of insecurity, paving the way for an intensified conflict. Access to information has been shrinking and independent media and freedom of expression has been annihilated by the junta. Communication channels and access to the internet were severely hit. Journalists were arrested or forced to go into exile. After a transformative period from 2010 to 2021, during which access to information expanded significantly thanks to an improved legal environment and access to new technology, the military regime re-established draconian laws designed to control the narrative of the ongoing conflict. The coup has also significantly altered the media environment of the country, causing audiences to change their habits and understandings of both media and news. Compared to the findings of a 2018 audience study, which found that television was the preferred medium for news and information, most Myanmar citizens today rely on social media. Facebook is by far the most used platform, but people are beginning to be more wary as to how they use Facebook and leave traces of their whereabouts and political opinions. People are, in general, far more conscious about their media usage and digital habits and take now extra measures to protect themselves and their online identity."}, {"bbox": [96, 1386, 1134, 1546], "category": "Text", "text": "The diplomatic community is under strict surveillance by the authorities and communication campaigns or cultural events' feasibility have now to be carefully assessed on a case-by-case basis, as well as the appropriateness of such events in the context of a country spiralling into deeper political and humanitarian crisis. As a result of the ongoing conflict, the country now faces a highly polarized environment with widespread disinformation from all sides. In such a context, development partners' communication efforts and engagement with the public are subject to scrutiny from both the authorities and a diverse group of actors within and outside Myanmar, whose critical stance"}, {"bbox": [85, 1573, 1113, 1621], "category": "Footnote", "text": "²https://international-partnerships.ec.europa.eu/knowledge-hub/communicating-and-raising-eu-visibility-guidance-external-actions_en"}, {"bbox": [85, 1621, 701, 1646], "category": "Footnote", "text": "³ https://capacity4dev.europa.eu/library/clip-myanmar_en?refpage=search"}, {"bbox": [1037, 1655, 1143, 1679], "category": "Page-footer", "text": "Page 4 of 17"}]