[{"bbox": [97, 153, 1135, 260], "category": "Text", "text": "Ensuring these strategic priorities are known, understood and well perceived by both specialised and general public audiences in the Philippines 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": [86, 300, 340, 330], "category": "Section-header", "text": "## 2.2 Problem Analysis"}, {"bbox": [97, 346, 1135, 531], "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 the Philippines 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 and its role in the country."}, {"bbox": [97, 534, 548, 559], "category": "Text", "text": "The main stakeholders covered by the action are:"}, {"bbox": [135, 561, 1135, 614], "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": [135, 616, 1135, 670], "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": [97, 695, 1135, 776], "category": "Text", "text": "This initial audience identification may be adapted and further refined in light of a study to be carried out by the European Delegation to the Philippines during the design of the Strategic Communications and Public Diplomacy Plan that is planned to be carried out during 2022."}, {"bbox": [86, 803, 607, 836], "category": "Section-header", "text": "# 3 DESCRIPTION OF THE ACTION"}, {"bbox": [86, 868, 511, 899], "category": "Section-header", "text": "## 3.1 Objectives and Expected Outputs"}, {"bbox": [97, 915, 1105, 969], "category": "Text", "text": "The Overall Objective (Impact) of this action is to position the EU as a partner of reference for the Philippines among selected target audiences."}, {"bbox": [97, 994, 662, 1021], "category": "Text", "text": "The Specific(s) Objective(s) (Outcomes) of this action are to:"}, {"bbox": [135, 1021, 1135, 1127], "category": "List-item", "text": "1) Measurably increase awareness, understanding and support for the EU priorities, in particular those under the Global Gateway, and for the values that underpin the EU's external actions (human rights, democracy, rule of law, gender equality and women and girls empowerment, environmental sustainability, peace and security)."}, {"bbox": [97, 1153, 1130, 1180], "category": "Text", "text": "The Outputs to be delivered by this action contributing to the corresponding Specific Objectives (Outcomes) are:"}, {"bbox": [174, 1181, 1135, 1236], "category": "List-item", "text": "1.1 Political communication activities and large-scale public campaigns are implemented to make the EU's brand positioning more understandable, visible and influential to target audiences."}, {"bbox": [86, 1277, 370, 1306], "category": "Section-header", "text": "## 3.2 Indicative Activities"}, {"bbox": [97, 1323, 1135, 1430], "category": "Text", "text": "Based on Article 24 of the NDICI Global Europe Regulation, the Support Measures - Cooperation Facility may cover support expenditure for the implementation of the Instrument and for the achievement of its objectives. This includes strategic communication activities related to the political priorities of the EU, which is the sole aim of this Action Document. In particular, the following indicative activities are foreseen:"}, {"bbox": [97, 1456, 384, 1483], "category": "Text", "text": "Activities related to Output 1.1"}, {"bbox": [97, 1484, 1135, 1618], "category": "List-item", "text": "* Roll out at national level of public campaigns 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 the country. 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, 1680, 1144, 1706], "category": "Page-footer", "text": "Page 4 of 9"}]