Europeana1989 - Karolina Czerwinska

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Europeana Awareness Assembly, Prague, 9 July 2013

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  • - reults of the PR campaign - what were the highlights of the campaign - how we cooperated with the PR agency (subcontracted for the project) and how NInA supported projects’ communication That needs to be said: There were 2 main objectives of the project: 1) to promote Europeana, 2) to involve people in creating a collection of private memorabila 1st objective – achieved! Very good media coverage. The survey will give us more details on how the awareness of Europeana raised. 2nd objective – involving as many people as possible, most likely with not very valuable memorabilia  opposite output! A few people took part in the project, but they brought outstanding materials
  • Approach to the subject What’s our interpretation of the slogan „We Made History” However, we had to be very cautious: - events of 1989 aren’t perceived in Poland only in bright colours. Many people have feelings that either previous system was better ot transformation process wasn’t successful (mainly in terms of economy) - we wanted to keep a distance to the politic – rather stress that BIG HISTORY IS MADE OUT OF LITTLE PERSONAL STORIES - whole communication goes in the direction of LIFESTYLE MEDIA
  • Calendar of the events related to communication. According to this PR agency and NInA were: - sending invitations for the press conference - distributing press releases and invitations for the open collection days – 1 national press release + 2 regional - follow up (by phone!)
  • PR agency led also a Twitter profile
  • Distributed during the press conference Posters (1000), postcards (30 000), leaflets (30 000) – distributed in libraries, museums, galleries
  • On the beginning we’ve been thinking of organizing MORE ACADEMIC DISCUSSION. The moderator – Witold Szabłowski – who is a journalist and a writer and who recently wrote a book about everyday life in Poland in 80’ – he was our way to approach everyday stories of extraordinary people (our ambassadors) Round table created very convenient opportunity for journalists – many VIPs in one place + discussion + activities
  • Mrs. Sarmite Elerte from Latvia
  • Mr. Tunne Kelam from Estonia
  • To say something about organization of open collection days…
  • To say something about organization of open collection days…
  • Europeana1989 - Karolina Czerwinska

    1. 1. Europeana 1989 – WP1 meeting 09. 07. 2013 , Prague Karolina Czerwińska, NInA
    2. 2. Creative idea •Subtitle: We Made History. •Stories known from TV or newspapers’ covers of the leaders of Solidarity are crucial for Polish history. But stories of ordinary people who were not involved in politics but contributed to building a new political system of Poland are also extremely important.
    3. 3. June 2013 Mon Tue Wed Thu Fri Sat Sun 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 03.06. – press conference 04.06. – anniversary of first free election in Poland 08.06 and 09.06. – open collection days in Warsaw 14.06. and 15.06. – open collection days in Poznań 21.06. and 22.06. – open collection days in Gdańsk
    4. 4. Press conference
    5. 5. Launch of social media profiles
    6. 6. Informative and promotional materials: – Digitization Guide – Posters, leaflets, postcards – Video Invitation - Polish project ambassador (Chris Niedenthal) invites to join the project – Project Ambassadors’ bios
    7. 7. International kick-off – 8th of June 2013, Warsaw – „Round Table” with project ambassadors – politicians, activists, journalists, artists – politically involved in 1989 – Project Ambassadors represented Lithuania, Latvia, Estonia, Germany, Czech Republic, Hungary and Poland
    8. 8. International kick-off – Panel discussion „Transformation – personal stories” – World heard stories about ambassadors’ private memorabila! – Digitization and collecting metadata in front of cameras  time for journalist! Photo opportunity!
    9. 9. Roadshow – communication strategy •Cooperation with partners: – Warsaw: History Meeting House and Turn off the System (Wyłącz System) Festival – Poznań: Kornicka Library – Gdańsk: European Solidarity Center •Accessing partners’ networks: – Newsletters – Facebook profiles – Web pages …
    10. 10. Roadshow – communication strategy •Sending over 500 letters to key opinion leaders and inviting to join the project •Creating over 15 communicates to differenty types of media: – News – Lifestyle – Culture – Technology, science
    11. 11. Media coverage and results: – 52 radio broadcasts (national and local), – 12 TV broadcasts (national and local), – 10 press articles (national and local), – 109 online articles(national and local). Estimated results: – Avertising Value Equivalency (press, radio, TV): 375 055 PLN (93 764 Euro) – Readership (press, online): 1 127 812 – Circulation (press): 690 500
    12. 12. NInA in Europeana 1989 project: •Good opportunity to inform and promote our activities in the field of digitization •Cooperation with media  NInA and PR agency work was complementary
    13. 13. Thank you! Karolina Czerwińska karolina.czerwinska@nina.gov.pl

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