Ms. Juana LAHOUSSE-JUAREZ

Director-General for Communication European Parliament

LOOKING BACK AT THE LOOKING BACK AT THE EUROPEAN ELECTIONS 2014EUROPEAN ELECTIONS 2014

Civil Society Media SeminarEuropean Media and informed Citizenship

EU and (ME)dia – where do we go from here? 27-28 November 2014, Milan

In the European elections 2014 the citizen shapes the EU Government

„Taking into account the elections to the European Parliament […] the European Council […] shall propose to the European Parliament a candidate for President of the Commission.“ (Article 17 TEU)

15%Yes, definitely

39%Yes, probably

24%No, probably not

12%No, definitely not

10%Don't know Total

"Yes":

54%

Q: Imagine that, at the next European elections, the major European political alliances

present a candidate for the post of President of the European Commission, based on a joint programme. The citizens of every Member State would therefore indirectly participate in the election of the President of the European Commission if his\her political alliances won the European elections. Would this encourage you more than at present to vote?

EUROPEAN ELECTIONS 2014: THIS TIME WAS DIFFERENT

Think you have no power? Think you have no power? Think again.Think again.

Act. React. Impact.Act. React. Impact.

This time it’s different.This time it’s different.

Use your power. Use your power. Choose who’s in charge in Europe.Choose who’s in charge in Europe.

The four phases of the campaign from September 2013 – until November 2014

TimelineTimeline

• Innovative and risk-takingInnovative and risk-taking• Politically neutral Politically neutral • TargetedTargeted• Good valueGood value• InteractiveInteractive• Reinforced cooperation Reinforced cooperation • Highly Highly decentralizeddecentralized across 28 EU Member States across 28 EU Member States

EE 2014 Election night131 Broadcasters

166 channels27 radios

88 Websites42 countries/44 regions

Eurovision Debate55 Broadcasters152 Channels9 radios88 Websites27 countries/ 46 regions

European elections 2014: MAIN FINDINGS

•Turnout at EU level: 42.54% - Major differences between the 28 Member States, as high as 76.5 percentage points between Belgium (89.6%) and Slovakia (13.1%).

•Overall, more men (45%) than women (41%) voted in the EE 2014.

•The greatest abstainers in the European elections were young people (73% of 18-24 year-olds) despite the fact that it is they who express the most positive feelings about the EU.

•Good level of information via media before Election day on EU level (57%) with important differences among MS. Highest in MT: 81%, lowest in CZ: 44%, other figure: DE: 65%.

•Strong media recall on a campaign encouraging to vote: 65% on EU level.

•Traditional habits confirmed: TV remains the main information source for following news. Crucial too, the younger the age group, the more use of online platforms.

European elections 2014: LESSONS LEARNED

•A good story sells itself!A good story sells itself!

•Go localGo local: tackling local concerns. : tackling local concerns.

•Branding the European Parliament. Branding the European Parliament.

•Segmentation Segmentation

•Listen to be heard. Listen to be heard.

•Debating policies.Debating policies.

“Communication is defined not by what is being said but by what is being heard. For this reason, it is vital that you gain a good appreciation of how other people will listen—interpret, process, and assign meaning— to what you have to say before you can influence them effectively.” ― Margie Warrell, Find Your Courage!

European elections 2014: THIS TIME WAS DIFFERENT

Thank you for your attention.