[{"bbox": [338, 156, 693, 183], "category": "Page-header", "text": "☐ Measures in favour of Civil Society"}, {"bbox": [87, 198, 402, 229], "category": "Section-header", "text": "## 1.2 Summary of the Action"}, {"bbox": [95, 243, 1134, 436], "category": "Text", "text": "The action will support the implementation of strategic communication activities designed to raise awareness, understanding and perception of the EU and its partnership with the country, increase the EU visibility at national and provincial level of Vietnam, in line with the priorities identified in the country MIP, the Strategic Communication and Public Diplomacy Plan for Vietnam, the EU Gender Action Plan (GAP III) - Country Level Implementation Plan (CLIP) with reference to the National Gender Strategy (2021-2030) as well as relevant global and regional strategies. The strategic communication activities will also support the positioning of the EU and its Member States working together in a Team Europe spirit as the partner of reference for Vietnam."}, {"bbox": [85, 489, 323, 521], "category": "Section-header", "text": "# 2 RATIONALE"}, {"bbox": [85, 555, 234, 583], "category": "Section-header", "text": "## 2.1 Context"}, {"bbox": [95, 601, 1134, 788], "category": "Text", "text": "The Asia-Pacific region's growing economic, demographic, and political weight makes it a key partner for the European Union in shaping the international order and in addressing global challenges. The EU's current vision, interests and priorities in Vietnam and the wider Asia-Pacific region are outlined by various EU strategies, notably the Indo-Pacific Strategy (2021) and Global Gateway Strategy (2022)¹³. These comprehensive strategies outline the EU's positive offer to the Asia-Pacific region, from sustainable and inclusive prosperity to connectivity, climate, research and human development. They are underpinned by shared values and principles, including democracy and human rights, security, sustainability, and equality."}, {"bbox": [95, 813, 1134, 921], "category": "Text", "text": "Ensuring these strategic priorities are known, understood and well perceived by both specialised and general public audiences in Vietnam is essential to help position the EU as a trusted and reliable partner for the country (and wider Asia-Pacific region). The focus will not only be on what the EU does, but why, including by emphasising shared values, interests and impact, and promoting the EU's leadership role on these key priorities."}, {"bbox": [85, 960, 341, 991], "category": "Section-header", "text": "## 2.2 Problem Analysis"}, {"bbox": [95, 1007, 1134, 1220], "category": "Text", "text": "Strategic communication plays a key role in strengthening the EU's role in the world. Fragmented, project-specific partner-implemented communication and visibility activities have largely failed to demonstrate the EU's added value as a partner for Vietnam and its people. By consolidating strategic communication resources in the Support Measures, the EU Delegation will be able to plan and execute multiannual strategic communication actions with the scale and focus necessary to be effective on a national scale. This will ensure more impactful communication on the EU's international partnerships objectives and external policy priorities. The action will therefore contribute to raising awareness, understanding and perception of the EU, its approaches (human rights based approach and gender mainstreaming) and its role in the country."}, {"bbox": [95, 1220, 695, 1246], "category": "Text", "text": "The main stakeholders (rights-holders) covered by the action are:"}, {"bbox": [135, 1248, 1134, 1326], "category": "List-item", "text": "* Wider audiences, comprising ordinary women and men, in all their diversity, especially in the 18-35 age bracket, who are not involved in policy, advocacy or international relations, and who may hardly be aware of the EU."}, {"bbox": [135, 1331, 1134, 1386], "category": "List-item", "text": "* Key specialised audiences, including opinion leaders, activists and other multipliers who already have a stake in the sphere of policy, advocacy and international relations."}, {"bbox": [85, 1596, 1144, 1647], "category": "Footnote", "text": "¹³ Joint Communication on the Indo-Pacific: https://www.eeas.europa.eu/eeas/joint-communication-indo-pacific_en and Joint Communication on the Global Gateway: https://ec.europa.eu/info/sites/default/files/joint_communication_global_gateway.pdf"}, {"bbox": [1037, 1680, 1143, 1706], "category": "Page-footer", "text": "Page 4 of 11"}]