[{"bbox": [96, 153, 1134, 340], "category": "Text", "text": "is amplified by social media. Marginal voices in the anti-junta camp have called for the departure of all diplomatic missions in Myanmar and complete economic disengagement from the country. As an example, a recent EU online communication campaign promoting the preservation of garment workers' jobs was the target of Myanmar activists in exile opposing the presence of European companies in the country. Although it is not clear how representative these critical voices are, they do carry a certain degree of influence. If these sensitivities are not correctly factored in, an issue that could initially be seen as neutral could backfire and trigger negative reactions with irremediable effects on diplomatic image and credibility."}, {"bbox": [96, 364, 1134, 471], "category": "Text", "text": "Despite this difficult and highly sensitive environment, the EU remains engaged in the country to i) promote EU fundamental values, ii) support the Myanmar people, now more than ever in need of direct assistance and protection, and iii) look for opportunities to support positive developments of the current crisis in particular with a view to engage on a return to the democratic path and the search for opportunities for sustainable peace."}, {"bbox": [96, 495, 1134, 761], "category": "Text", "text": "If done in a conflict-sensitive manner, strategic communication could be a key tool to complement the above and support the achievement of EU objectives and the pursuit of EU shared values, interests and impact in Myanmar. As such, well-coordinated communication and audience-focused activities carefully crafted to the Myanmar context could help to raise awareness about the EU's overall role and impact in Myanmar. Ensuring the EU's strategic priorities in Myanmar are known, understood and well perceived by both specialised and general public audiences both in Myanmar and in exile is essential to help position the EU as a trusted and reliable partner for the Myanmar citizens. The focus will not only be on what the EU does, but why, including by emphasising shared values, interests and impact. Additionally, attention will be given to strategic publics based in Europe, such as stakeholders in EU-funded programmes in Myanmar (actors involved in the Myanmar garment industry, Myanmar activists and organisations in exile, etc.)."}, {"bbox": [85, 813, 341, 843], "category": "Section-header", "text": "## 2.2 Problem Analysis"}, {"bbox": [96, 870, 1134, 952], "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."}, {"bbox": [96, 976, 1134, 1163], "category": "Text", "text": "In Myanmar the EU has been perceived as a historical partner that actively accompanied the democratic transition and supported Myanmar's development over the past ten years. As such, there was a lot of expectation regarding the EU's reaction and response to the February 2021 military coup and the violations of human rights perpetrated by the military regime in the two years that followed. The level of sensitivity to any public statement has been consistently high, this audience always demanding more from the international community in terms of engagement against the junta. The EU Delegation therefore has to handle these expectations - knowing the limits of its mandate on the one hand and promoting its public support to the people on the other."}, {"bbox": [96, 1187, 1134, 1267], "category": "Text", "text": "The specific problem this action seeks to address will be to increase engagement with key audiences in a meaningful and conflict-sensitive way, in order to demonstrate the EU's support to the people of Myanmar and promote EU values."}, {"bbox": [96, 1291, 1134, 1477], "category": "Text", "text": "The action will take an inclusive and gender-sensitive approach to communication interventions, to ensure engagement with all target groups. Thinking about differences in access to and use of technology of women and people living in vulnerable situations is key at the design and planning stage of developing communication strategy and products. In Myanmar, the pace of adoption of mobile ICT devices is uneven across gender, ethnic, geographic, and socioeconomic lines. Women are 28% less likely than men to own a mobile phone, the primary means of internet access in the country, and women experience related disparities in digital skills.⁴ Particular attention will also be given to harnessing opportunities and synergies between this action and the EU's support to the Education"}, {"bbox": [85, 1573, 1143, 1646], "category": "Footnote", "text": "⁴ IREX (2017) Ending the Gender Digital Divide in Myanmar: A Problem-Driven Political Economy Assessment. Retrieved from: https://www.comminit.com/gestion-del-riesgo/content/ending-gender-digital-divide-myanmar-problem-driven-political-economy-assessment"}, {"bbox": [1038, 1655, 1143, 1680], "category": "Page-footer", "text": "Page 5 of 17"}]