EN.GUI - EX FR NPCAL EVAL LNNOTC

Nord – Pas de Calais (France)

Evaluation to get it right

To increase awareness among a large section of its population of the effects of the Structural Funds on the ground, the Nord – Pas de Calais region carried out an initial targeted advertising campaign limited to three urban agglomerations: Douai, Valenciennes and Maubeuge. The idea was to make a careful evaluation during this test phase so as to learn the lessons and make the necessary adjustments before targeting a wider public.

The campaign was carried out in the three areas in June 2002, in particular by placing posters in bus shelters. An original concept was adopted which drew attention to concrete actions and expressed the notion of European solidarity in a convivial fashion. The region then sought to test the campaign’s impact. It instructed a specialist firm to check the level of knowledge among the target population of measures carried out by the Regional Council and European Union. By means of telephone interviews or questionnaires several hundred inhabitants were questioned before and after the campaign.

The results were mixed. On the one hand, a large proportion of persons interviewed said they were aware of the campaign and knew that the projects described had been financed by Europe and the Region. The “bus shelter” as vector and practical examples as target for the campaign therefore seemed to have paid off. On the other hand, the level of knowledge of missions by the Region and Europe showed little difference before and after the campaign. The conclusion would seem to be that regular information actions are needed to increase knowledge and awareness.

A second campaign (also local and based on the same creative concept) will be carried out in connection with Objective 2. This will be more concerned with the Pas de Calais. As luck would have it, this department has its own “bus shelter” poster network, a network which the Regional Council would like to use free of charge. The lesson is clear: to meet the high cost of an advertising campaign the public authorities gain from working together and pooling their resources.

For further information: [email protected] http://www.europe.nordpasdecalais.fr