Anti-fraud campaign How to achieve results with communication?

Bela Dajka, Head of Corporate Communication European Commission

Seminar of the OLAF Anti-Fraud Communicators' Network (OAFCN) 3 December 2015

Purpose of the day

• To understand how campaigns serve strategic goals

• To share concrete examples and best practice

• To brainstorm on how to tackle communication challenges

• WHY?

• Define the problem

• Define the vision (long term)

• WHAT?

• Define the aim of communication

• Define SMART communication objectives

• WHO?

• Identify target audiences

S T R A T E G Y

• HOW?

• Proposition to the audience (messages)

• Channels and tools

• WHEN?

• Consider synergies, interdependencies and risks

P L A N

Institute of Public Relations, UK, 2001

Audit

Objectives

Strategy

and plan Measure

Evaluate

Where are we now?

Where do we want to be?

How do we get there?

Are we getting there?

How did we do?

AWARENESS

RETENTION

ACCEPTANCE

ATTITUDE

ACTION

Activities carried out, material produced

Inputs

Reach, articles, web visits, video views

Outputs

Aware- ness, recall, participa- tion

Outtakes

Attitudes, feelings, behavi-our change, action

Outcomes

Cumula-tive effect over time, e.g. on trust, reputa-tion

Outflows

Intervention logic

The key to low cost communication

Crash course on Design Thinking - http://dschool.stanford.edu/dgift/

Explore your options

Be creative!

Look at what's available in house

Data protection

Online bullying

Protecting kids online

Public policy aims to change people's behaviour

•Discussion

•What have been the key elements of success in your anti-fraud communication? Discuss concrete examples.

Know what you want to achieve: define the problem and look for possible communication solutions Know your audience: there is a difference between what people say they do and what they really do Define the right level of ambition: awareness, education, persuasion… Test the message and tools: meaning, relevance, effectiveness Measure the impact: did it work?

F I V E T I P S

•Discussion

•How can we make our communication / campaigns more effective?

Discussion

What concrete steps should we take to improve our communication / campaigns?

Additional information

• UK Government – Behaviour change communication

• https://gcn.civilservice.gov.uk/guidance/how-to-guides/behavioural-change/

• UK Government – Campaign planning

• https://gcn.civilservice.gov.uk/guidance/campaign-planning-guide/

• UK Government – Evaluation Framework

• https://gcs.civilservice.gov.uk/guidance/evaluation/tools-and-resources/