EXTERNAL COMMUNICATION STRATEGY (ECS) ACTION PLAN 2009/2010

Actions running from the end of 2009 to 2010 should capitalize on the campaign theme sparked at Stockholm Water week, and based on the ECS paper approved earlier in spring by the EUWI secretariat, in partnership with EUWI working groups.

EUWI is a catalyst. It makes things happen, as one poster at Stockholm water week stated: “goodwill makes it happen”. Thus, the communication concept consists of stressing tangible and concrete benefits from EUWI efforts, especially at grass-root levels,whenever feasible. Ideally, audio-visual / motion picture should highlight these benefits in a form of “storytelling” video clips that should not last more than two (2’) minutes (3’ being a maximum). So, the creative concept should follow a countdown principle: to start the story from the factual results (more often at a population level), and take it back up to the ignition, which is EUWI.....

In the attachments the full document.