Conférence PROTAGORAS : How is policy branding shaping EU communication and does policy branding help the EU get the message across to its citizens?

Date: 
01/12/2022 - 18:45 - 20:30

Although brands are most commonly associated with companies, public institutions such as the EU are increasingly using branding as a communications strategy, to give flagship policies a distinctive "look and feel". Branding a policy is no different than branding a product after all - all it needs is a catchy name and recognisable design or colour palette. "Fit for 55" for example, is arguably more memorable than "EU 2030 Climate Goals". The EU's €800 billion COVID-recovery fund is branded as the hip, forward-looking "Next Gen EU". Of course, policy branding is nothing new. The new "European Green Deal" has echoes of Roosevelt's "New Deal", or a "social contract" between citizens and institutions. The question facing us today is a pressing one. In a time of dwindling attention spans, social media echo chambers and growing distrust in institutions, "does policy branding help the EU get the message across to its citizens?"

Nicolas Baygert, Director of PROTAGORAS, will be moderating the panel of experts participating in the event.

Confirmed Panelists:

  • Elena Linczenyiova, Director for Content and Policy – ICF Next
  • Tim McPhie, Spokesperson for Climate Action and Energy – European Commission
  • Hervé Paques, EU Strategy Director – Ogilvy Social.Lab
  • Roberto Tomasi, Communication strategist on the NextGenerationEU campaign – European Commission

This will be a hybrid event (available online on Twitch: https://www.twitch.tv/protagoraslab)

The event is sponsored by COPA.com

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