The campaign is designed to re-launch the founding values of the EU, bring the people of Europe and the institutions closer together, improve citizens’ perception of the benefits the EU has brought to them, increase civil society participation and involve the Italian media in an EU campaign in the upcoming months.
It presents the citizen as consumer as being “at the heart of Europe” by highlighting what the EU has done to visibly improve the quality of life of its inhabitants.
To this end, many companies offering public services or operating in the major distribution networks (post offices, supermarkets, airline companies, etc.) will be involved in the promotionof aspects of the campaign relevant to their area of interest, thereby demonstrating their own “commitment to Europe”. (e.g.: in supermarkets, stickers will indicate which product originate from the EU, bearing PDO or PGI seals, etc; in airports, passengers will find promotional labels on ticket folders, etc.)
The campaign is aimed at citizens at large: the young, housewives, professionals and professional associations, enterprise associations and citizen groups. It deals with different themes related to Europe such as: values and principles, education, consumption, food products, services, savings, transport and the environment. Posters and leaflets have also been printed for each sector, to be distributed while public events are going on.
“Living Italian, Becoming European” is also being promoted in major newspapers and radio broadcasts. A photograph album is to be published at the end of the event as a permanent reminder.
Along with the campaign, the Department has launched www.vivieuropa.it, a new website about EU institutions, programmes, services, funding, etc.