The „EU for Rural Moldova” communication campaign launched by the European Union Delegation to the Republic of Moldova is an initiative designed to reflect the results and changes made in rural areas, but also to present the current opportunities offered by the European Union for the development of rural localities in the Republic of Moldova.
The communication campaign should be aimed at meeting the information needs of the citizens of the country, especially in rural areas. The initiative envisages the organization of a number of events with the aim of delivering practical information to the general public and all interested groups.
Communication should be available to stakeholders and all residents of rural areas, most of whom are in a limited information environment. The task has become more difficult due to restrictions on offline communication introduced during the COVID-19 pandemic.
The campaign covered all key areas of EU assistance for the development of rural Moldova. Therefore, the creative solution for the graphic identification of the campaign was developed based on the driving force of the “wheel of time” or the mill, a positive image for the villagers. The blades of the mill represent 4 areas graphically – Efficient Energy and Infrastructure, Modern Agriculture, Accessible Social Infrastructure, Successful Rural Entrepreneurship.
The communication campaign plan covers all these areas and provides a combination of offline and online activities, outdoor advertising, as well as wide media coverage through success stories and promotional videos.
The events of the first informational line “LIVE din Casa Mare” were organized in 10 regions of the country, in localities that are part of the Local Action Groups supported by the European Union. The topics of EU assistance and sectorial projects launched throughout the country were discussed live; success stories on rural modernization in the Republic of Moldova with EU support. https://youtube.com/playlist?list=PL8m8SYWBaCqZf9GnTvS1BbuHgbKBqd-Tn
The agency proposed a format of activities that takes into account all the restrictions imposed by the situation with the need for social distancing, but at the same time, it allows to cover all stakeholders, as well as a wide audience in rural areas. A combination of online and media tools was implemented, as well as targeted invitations and mailings to specialized databases.
The project continues in 2021, developing other lines of activities. The campaign is being implemented by the PARC Communications team together with Media Consulta (Germany).