Communication Strategy for Adoption of Euro in Estonia
COMMUNICATION STRATEGY FOR ADOPTION OF EURO IN ESTONIA FEBRUARY 2010 TABLE OF CONTENTS I. Summary II. Background and timetable for adoption of the euro III. Work organisation of euro communication IV. Principles of the euro communication strategy V. Main issues of the euro communication strategy VI. Target groups of communication VII. Main channels of euro communication VIII. Communication activities related to consumer protection IX. Socially sensitive target groups X. Young people XI. Communication activities facilitating cash changeover XII. One-off projects XIII. Infrastructure supporting communication activities Annex A: List of euro communication means Annex B: Calendar of events for euro communication Annex C: Media plan for euro communication Annex D: Budget for euro communication I. SUMMARY 1. The euro communication activities and messages are focused on the practical aspects of the changeover process – questions that people will probably have in relation to the adoption of the euro. The information materials for the general public, including minorities and groups who are difficulty to reach, comprise the changeover timetable, topics related to the exchange rate, visual images of the new currency and security features, information on consumer prices, etc. The information for the enterprise sector includes topics such as amendments to legislation, specifications of accounting rules, implementation of IT, rounding rules and dual display of prices, etc. Risk groups will receive information on the changeover, prepared on the basis of their special needs. 2. The main focus will be on the general public and business people, as their timely understanding and readiness is vital in ensuring a smooth changeover. In determining the other target groups, the particular information requirements were taken as a basis.
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