[{"bbox": [96, 151, 1163, 208], "category": "Text", "text": "priorities identified in the country Multi-annual Indicative Programme (MIP) as well as relevant global and regional strategies."}, {"bbox": [85, 261, 323, 292], "category": "Section-header", "text": "# 2 RATIONALE"}, {"bbox": [85, 327, 234, 354], "category": "Section-header", "text": "## 2.1 Context"}, {"bbox": [96, 373, 1163, 427], "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."}, {"bbox": [96, 438, 1163, 572], "category": "Text", "text": "The EU's current vision, interests and priorities in Mongolia and the wider Asia-Pacific region are outlined in various EU strategies, notably the Indo-Pacific Strategy (2021) and Global Gateway Strategy (2022). 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": [96, 583, 1163, 691], "category": "Text", "text": "Ensuring these strategic priorities are known, understood and well perceived by both specialised and general public audiences in Mongolia 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, 717, 340, 748], "category": "Section-header", "text": "## 2.2 Problem Analysis"}, {"bbox": [96, 763, 1163, 896], "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 Mongolia 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."}, {"bbox": [96, 907, 1163, 988], "category": "Text", "text": "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": [96, 1000, 580, 1027], "category": "Text", "text": "The main target audiences covered by the action are:"}, {"bbox": [135, 1041, 1163, 1095], "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, 1098, 1163, 1152], "category": "List-item", "text": "* Key political and opinion leaders and the wider diplomatic community which will be targeted through political communication, especially in the context of Summits, events and visits."}, {"bbox": [85, 1192, 603, 1224], "category": "Section-header", "text": "# 3 DESCRIPTION OF THE ACTION"}, {"bbox": [85, 1257, 508, 1288], "category": "Section-header", "text": "## 3.1 Objectives and Expected Outputs"}, {"bbox": [96, 1304, 1115, 1357], "category": "Text", "text": "The Overall Objective (Impact) of this action is to contribute to positioning the EU as a partner of reference for Mongolia among selected target audiences."}, {"bbox": [96, 1370, 588, 1397], "category": "Text", "text": "The Specific Objective (Outcome) of this action is to:"}, {"bbox": [135, 1408, 1163, 1462], "category": "List-item", "text": "1) Measurably increased awareness, understanding and perception of the EU priorities, in particular Global Gateway"}, {"bbox": [96, 1474, 1096, 1501], "category": "Text", "text": "The Output to be delivered by this action contributing to the corresponding Specific Objective (Outcomes) is:"}, {"bbox": [173, 1514, 1163, 1569], "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": [1038, 1682, 1143, 1706], "category": "Page-footer", "text": "Page 4 of 10"}]