Belgium – Advertising campaign services – addendum 5 to EU Neighbours East Communication Programme (ENI/2020/420-847)

The addendum aims to top up a contract by procuring new services that repeat previous ones (3.3.5.1.e). The objective of the initial contract was to contribute to improving public perception and attitudes towards the EU and to develop a more receptive environment for European values and principles in Eastern Neighbourhood partner countries. This is achieved by delivering and fostering a more tailored and strategic approach to communicating about the impacts of the European Neighbourhood Policy (ENP). The programme complements and supports the communication efforts of the Delegations in the countries and benefits from close collaboration with the communication teams in DG ENEST and the EEAS Strategic Communications Task Forces. It is designed to reach 'soft centre' audiences—aiming to shift neutral attitudes to positive ones—throughout all the countries concerned, including territories and breakaway regions. Activities in all four components should support each other within the same region. Information produced and results of activities should be made available. The four components are: (i) integrated communication campaigns, raising awareness and improving understanding on the ground as well as through online platforms including social media and content production, (ii) multipliers, (iii) use of opinion surveys and (iv) strengthening capabilities for more strategic communications.