[{"bbox": [97, 152, 1135, 232], "category": "Text", "text": "To that end, the delegation in Gaborone will first develop short strategic communication and public diplomacy plans that reflect the objectives of the Delegation as a whole in this domain, initially covering the period up to the Mid-Term Review (MTR)."}, {"bbox": [97, 257, 683, 286], "category": "Text", "text": "The main communication objectives will include the following:"}, {"bbox": [135, 312, 1135, 367], "category": "List-item", "text": "* Improve EU visibility and public diplomacy initiatives in Botswana, by highlighting the positive impact of the EU partnership with the Country, through the delivery of various communication tools."}, {"bbox": [135, 367, 1125, 446], "category": "List-item", "text": "* Increase the identified target groups' awareness of the EU's contributions in Botswana, specifically around the three priority sectors identified through Video materials promotion, organic and paid dissemination"}, {"bbox": [135, 448, 1125, 529], "category": "List-item", "text": "* Change perception by sharing real and local stories of the EU's impact in Botswana through Dedicated video and deliverable design focused on interviews, experiences, and docu-series styling – sharing real stories and experiences."}, {"bbox": [135, 530, 1112, 585], "category": "List-item", "text": "* Stimulate the engagement of primary audience groups and multipliers through campaign activities by hosting Media and influencer engagement events and an influencer campaign"}, {"bbox": [135, 585, 1112, 640], "category": "List-item", "text": "* Increase participation in the EU Delegation's events and actions with meaningful contributions and co-organisation - Co-organisation of priority EU Delegation events – film corner"}, {"bbox": [108, 663, 1125, 719], "category": "Text", "text": "This will allow the Delegation to plan and execute a multiannual strategic communication plan and public, cultural and economic diplomacy actions with sufficient critical mass to be effective on a national scale."}, {"bbox": [108, 743, 1125, 826], "category": "Text", "text": "The plan will target different stakeholders – including general government, Non State Actors, universities, women, youth, students, business, and innovative companies - with specific objectives, messages and means, to be identified in the communication plan."}, {"bbox": [108, 849, 1040, 878], "category": "Text", "text": "The primary target audience are the groups are: Young adults living in Botswana; aged 18 – 40 years"}, {"bbox": [145, 896, 622, 925], "category": "List-item", "text": "* Botswana Media practitioners aged 25-60 years"}, {"bbox": [145, 927, 467, 955], "category": "List-item", "text": "* Influencers aged 21 – 35 years"}, {"bbox": [145, 957, 400, 985], "category": "List-item", "text": "* The general population"}, {"bbox": [97, 1013, 1135, 1148], "category": "Text", "text": "The plan will include the design and roll out at national level of major public campaigns aimed at ordinary citizens, with the objective of measurably increasing the profile, awareness, understanding and approval of the EU's partnership with the country. Such campaigns will be data-driven, rigorously tracking hard KPIs that will allow content to be constantly adjusted in line with evidence of the material and approaches that resonate most successfully with the audience."}, {"bbox": [97, 1172, 1114, 1229], "category": "Text", "text": "The communication plan will be implemented through direct management (procurement). It is envisaged that a contract for communication and visibility will be contracted by the Delegation."}, {"bbox": [1027, 1680, 1145, 1706], "category": "Page-footer", "text": "Page 17 of 18"}]