The publicity campaign in Southern Italy and its assesment
Ministry of Economy and Finance, Department for Development Policies
Structural Funds Information Team (SFIT)
Bruxelles, 10th September 2004
The Communication Plan (approved in November 2000) of Italy’s QCS-
Quadro Comunitario di Sostegno (National Development
Framework) Objective 1 includes:
A) Integrated communication actions (budget: 1.500.000 Euros)
B) Publicity campaign: format (budget: 200.000 Euro)
C) Publicity campaign: media planning and buying (Budget 7.500.000
D) Evaluation (budget: 500.000 euros)
QCS Objective 1: 51 billion Euro over the 2000-2006 period
7 Regions involved, all in the South of Italy, with a population of about 23 million
The QCS operates through 7 Regional Programs and 7 National Programs
A) Integrated communication actions
Supporting external consultants: Adnkronos-Conform, selected
in mid 2002 through a call for tender
Launch of an official emblem
Development of a web site (http://www.dps.tesoro.it/qcs/qcs.asp)
Organisation of conferences and seminars, both at national and
regional level (about 15 so far)
Participation to fairs and expositions (about 5 every year)
Monthly newsletter (paper and electronic form)
Editing, publishing and distribution of publications (about 15 so
far including UE regulation, programming documents, catalogues of
projects financed with EU funds; constant updating of the mailing list;
goal: 5.000 copies of each publication should be distributed)
Media relations (press releases, press conferences, radio talk-
shows, radio tour, direct contact with journalists, buying of
programming time on local and national radio stations)
Catalogue of projects
Free phone number (from mid 2003 to end of 2004)
B) Publicity campaign for the nation-wide public: format
Advertising agency: Grey Wordlwide, selected in December 2002 through a call for
The solo character: a kid (symbol of potentiality and willingness of growth).
Direct, catchy, simple wording centred on the claim “L’Europa può farci grandi”.
Black and white campaign, with one single, very bright and easily distinguishable
colour – orange.
TV spot (one lasting 30” + a shorter version lasting 15’’)
Radio spot radio (30” - 2 different subjects)
Advertisement on newspapers (single page, half page, b/w,
Billboards (6m x 3m)
Poster (1m x 1,4 and 2m x 1,4m)
The campaign publicised two instruments citizens could access if they
were interested in extra information:
- a new web site (www.qcs.tesoro.it) specifically designed to support the
- a free phone number (800 444 555)
C) Publicity campaign for the nation-wide public: media planning
Media centre: Carat, selected in June 2003 through a call for tender
The six month campaign was launched on 10 August 2003 with the programming of the
first TV spot.
Budget: 7,5 million Euro (about 50% spent on the press, 15% on national televisions, 15% on
radio and television at the local level, 15% on street advertising, 5% on the internet).
Recall Final sprint
October – December 2003-
August- September 2003
November 2003 January 2004
TV spot + extra pressure in the South
Southern televisions + extra pressure in the
National level Southern televisions
Radio spot + extra pressure in the South
+ extra pressure in the
National press Southern press National press
Advertising on National “generalistic” Specialised National “generalistic”
periodicals periodicals periodicals periodicals
Street billboards + extra pressure in the South
Web site specifically design to support the campaign
Limited number of pages, very accessible language, simple navigation.
Users visiting the web site increased by 6 times during the campaign.
75% of web site users are “very” or “enough” satisfied with the site content
90% of web site users find it “very” or “enough” easy to navigate the site.
Free phone number
Between 11 August 2003 and 31 May 2004 our operators talked with 20.764
citizens (an average of 140 per day).
The graph below shows that calls increased in number during the weeks in which
the TV spot was broadcasted on national televisions.
Our telephone operators asked a few “personal” questions to the citizens who
called the free phone number so that we were able to trace a profile of the
“average citizen” interested in obtaining information on Structural Funds:
male (72 per cent)
between 18 and 45 years old
calling mainly from Campania, Sicilia, Calabria e Puglia
with a high-school degree (high percentage of university degrees
25% small entrepreneurs, 24% employees, 25% unemployed
interested in opening up his/her own business
interested mainly in agriculture, turism, industrial local development
came to know about the free phone number mainly from the tv spot
on national televisions (over 50%) as well as from the radio spot
D) Evaluation of communication activities
Evaluator: Ernst & Young Financial Business–IPSOS Explorer, selected at the end
of 2003 through a call for tender
They developed two research (and two final reports):
- a quantitative analysis conducted in February 2004 through telephone polls on a
sample of 2.000 people representing the adult Italian population (18-70 years old)
+ a sample of 3.000 people representing the adult population of the South of Italy
- a qualitative analysis conducted in June-September 2004 through focus groups
(9) and face-to-face interviews (7) with a selected number of Structural Funds final
beneficiaries, economic and social partners, national and regional Managing
Authorities, the persons responsible for information and publicity of the regional
What did we want to know: whether people were correctly informed about the
Structural Funds, what opinion they had of Europe in relation to the Structural
Funds, whether the publicity campaign had an impact on them
How many people are aware of the existence of EU Structural Funds?
61,7 % of the adult Italian population
66% of the adult population of the South of Italy
Only 56,4 of the younger generations (18-29 years old)
How did they became aware of the existence of EU SF?
Over a third through national and local televisions
About a third through the press
Only 2% at school
Do they have a correct idea regarding which level of government (State,
Region, Province, Municipality…) deliver the Funds?
Almost 60% of the adult Italian population do not know who deliver the Funds
27% correctly point out the Regions
Do they have a correct idea regarding the productive sectors interested by
About a fourth have no clue
The majority of the correct answers concentrates on education, agriculture, industrial
development and infrastructures.
Very few (3%) know that Funds in Italy finance research and technology, culture,
security, environmental protection, fishery.
Level of agreement with the proposition “The EU is a trustworthy institution”: in
the South of Italy 65,3 per cent of the population agrees.
Abbastanza in Completamente in
Ne' d'accordo ne'
Level of agreement with the proposition “The EU plays an important role in the
socio-economic development of Italy”: in the South of Italy 66,8 per cent of the
Ne' d'accordo ne'
Level of agreement with the proposition “The EU makes me feel a citizen of
Europe”: in the South of Italy 69,5 per cent of the population agrees
Ne' d'accordo ne'
How many people know the publicity campaign “L’Europa può farci
About 50% (52,5% in the South)
Among those who declare to be aware of the existence of EU Structural Funds, 42,9%
came to know about them through the campaign.
Where did they see the publicity campaign?
90,2% on television
6% on the radio
Very few people remember the advertisement on the press or the street billboards
How many people after having seen the campaign felt they wanted more
information and either checked the web site or called the free phone
10% (13% in the South)
53% of them chose the web site rather than the free phone call
They were mainly interested in obtaining information on procedures to access the
Partial results of the qualitative research
The interviewees agreed that in the last years a good level of integration
between the various communication instruments was achieved at national level
and that remarkable efforts were made to reach the general public, the media
and the final beneficiaries.
“The distribution of newsletter and other publication is insufficient”
“Too many conferences in Rome: you should organise more events in the
“There should be more integration in the daily work of the people who work in
Rome on publicity and information of SF and those who work in the Regions”
“Your publications and your conferences are too abstract and
“procedural”: we, as every other citizen, would like to see the
results, what comes out from all this big expenditure”