[{"bbox": [84, 102, 1150, 157], "category": "Text", "text": "development. They are underpinned by shared values and principles, including democracy and human rights, security, sustainability, and equality."}, {"bbox": [84, 185, 1150, 295], "category": "Text", "text": "Ensuring that these strategic priorities are known, understood and well perceived by both specialised and general public audiences in Pacific countries is essential to help position the EU as a trusted and reliable partner. The focus will not only be on what the EU does, but in particular on why it does it, including by emphasising shared values, interests and impact, and promoting the EU's leadership role on key priorities."}, {"bbox": [84, 341, 322, 371], "category": "Section-header", "text": "## 2.2 Problem Analysis"}, {"bbox": [84, 376, 1147, 588], "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 Pacific countries and their people. By consolidating strategic communication resources in the Support Measures, the EU Delegation for the Pacific will be able to plan and execute multiannual strategic communication activities with the scale and focus necessary to be effective. This will ensure more impactful communication on the EU's international partnership objectives and external policy priorities. The action will therefore contribute to raising awareness, understanding and perception of the EU and its role in the Pacific countries and contribute to enhance EU's influence in the region."}, {"bbox": [84, 617, 538, 643], "category": "Text", "text": "The main stakeholders covered by the action are:"}, {"bbox": [123, 645, 1145, 697], "category": "List-item", "text": "* Wider audiences, comprising ordinary citizens, 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": [123, 700, 1110, 753], "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": [84, 845, 586, 877], "category": "Section-header", "text": "# 3 DESCRIPTION OF THE ACTION"}, {"bbox": [84, 905, 489, 935], "category": "Section-header", "text": "## 3.1 Objectives and Expected Outputs"}, {"bbox": [84, 939, 1157, 993], "category": "Text", "text": "The Overall Objective (Impact) of this Action is to position the EU as a partner of reference for the Pacific countries among selected target audiences."}, {"bbox": [76, 1018, 571, 1044], "category": "Text", "text": "The Specific Objective (Outcome) of this action is to:"}, {"bbox": [113, 1046, 1157, 1099], "category": "List-item", "text": "1) Measurably increase awareness, understanding and perception of the EU's priorities, in particular the Green-Blue Alliance, the Global Gateway and Indo-Pacific Strategy."}, {"bbox": [76, 1125, 1072, 1152], "category": "Text", "text": "The Output to be delivered by this Action contributing to the corresponding Specific Objective (Outcome) is:"}, {"bbox": [151, 1154, 1157, 1208], "category": "List-item", "text": "1.1 Political communication activities and large-scale public campaigns are designed and implemented to make the EU's brand positioning more understandable, visible and influential to target audiences."}, {"bbox": [84, 1308, 350, 1335], "category": "Section-header", "text": "## 3.2 Indicative Activities"}, {"bbox": [84, 1351, 1134, 1405], "category": "Text", "text": "Based on Article 24(2) of the NDICI Global Europe Regulation, which is the sole aim of this Action Document. In particular, the following indicative activities are foreseen:"}, {"bbox": [84, 1437, 370, 1464], "category": "Text", "text": "Activities related to Output 1.1"}, {"bbox": [84, 1465, 1147, 1597], "category": "List-item", "text": "* Design and roll-out at regional and national level of (a) major public campaign(s) aimed at ordinary citizens, primarily in the 18-35 age cohort, with the objective of measurably increasing the awareness, understanding and perception of the EU's partnership with Pacific countries. All such campaigns will be data-driven and based on clearly defined qualitative and quantitative key performance indicators. Regular monitoring against these KPIs will allow content, channels and approaches to be constantly adjusted to meet the objectives set."}, {"bbox": [1048, 1679, 1144, 1703], "category": "Page-footer", "text": "Page 4 of 9"}]