Implementation and Action Plans of Malta National Euro Changeover Communications Strategy by Melvyn Mangion Read more at www.melvynmangion.com or at https://melvynmangion.medium.com/

1. Communication Strategy
Implementation and Action Plans

2. Capacity Building
• Recruited Media and PR Manager
• Finalised Recruitment of 4 Information
Officers

3. The Information Campaign
• Information Officers to specialise in specific
target groups:
– consumers, the business community, vulnerable
groups, the elderly and children.
• Final preparations to launch a national help
line 154:
– will be manned by the information officers

4. The Information Campaign
• Branding exercise of the campaign:
– L-ewro…fl-interess taghna lkoll!
– Euro – in our common interest!
• The branding of the campaign and the
publicity of the national helpline to be widely
advertised/publicised nationwide over the
coming weeks/months.

5. The Information Campaign
• Conclusion of the Multi-Annual Communication
Strategy and the Action Plan for 2006 and 2007
• Visibility of the NECC and the campaign to increase
over the coming months
• The campaign will gain high visibility from October
onwards – it will start peaking from January 2007
onwards
• Significant actions planned for each target group
• Grant agreement to be signed in May between the
Prime Minister and Commissioner Almunia in
Brussels leading to substantial financial assistance

6. Action Plan for 2006
New Corporate Website
- RFP for total revamp of the NECC website
- making it interactive
- bi-lingual, accessible to everyone
- website should be up and running in May

7. Action Plan for 2006
RFP for TV & radio programmes on TVM:
- Adjudication concluded
- NECC to secure strong presence on television as
from October onwards

8. Action Plan for 2006
RFP for an information campaign
targeting the business community:
- Adjudication in process
- A strong campaign to start in May.

9. Action Plan for 2006
RFP for 5 quality audio visual spots
- Adjudication concluded
- Spots to be used to brand the campaign according to
the slogan/euro mark chosen and to market the
national helpline for assistance.
- Spots will be screened on different television stations
as from May

10. Action Plan for 2006
• Distributed 40,000 colourful booklets aimed
for children in all primary schools
(public/private/Church) – this exercise has
been concluded in March;
• Successfully launched the first phase of the
national consultation process for the selection
of themes for Malta’s euro coin set –
concluded in January

11. Action Plan for 2006
• Commissioned a cartoonist to work on Euro
Calendar 2007 – with a colourful
cartoon/message for every month – to be
distributed in all households in November
• Regularly holding formal and informal media
briefings – building a strong relationship with
journalists

12. Action Plan for 2006
• Commissioned the National Statistics Office
to carry out the first national survey among
the general public
• first survey to be carried out in April
• Surveys to be carried out every quarter

13. Action Plan for 2006
MAY
• Launch National Helpline 154
• Signing of Grant Agreement in Brussels
• Launch training for information officers
• Launch training programme for journalists
• Launch 2nd part of the national consultation
process for the selection of the three designs
of Malta’s euro coin set

14. Action Plan for 2006
Summer
• Plenary Session with the participation of foreign
speakers
• Participation in the International Trade Fair
• Embark on an information campaign (after issuing an
RFP and awarding a contract) aimed at securing a
basic level of information: fight misconceptions, raise
the level of general awareness (also to include
specific actions following analysis of the NSO survey
• Issue an RFP – in relation to the anti-hoarding
campaign and the formulation of the euro currency
features

15. Action Plan for 2006
September/October
• Initiate the anti-hoarding campaign
• Programmes on TVM in relation to the euro
• Daily spots on TVM targeting the general public
specifically consumers, vulnerable groups, etc
• Launch publication for consumers to be distributed in
households
• Intensify print campaign

16. Action Plan for 2006
November/December
• National Conference on the euro changeover with the
possible participation of the Prime Minister, the leader
of the opposition
• Campus week – increase profile of the changeover
among junior college/university students
• Distribute euro calendar 2007 in each
household/businesses
• Launch publication for business
• Launch publication for children
• The third Plenary Conference

17. Action Plan 2007
Salient Measures
• Information Officers to start holding meetings in each
locality
• Home Visits on Request for vulnerable people
including the elderly
• Training kits for retailers
• Euro converters for consumers
• Euro Times – A regular supplement published in
conjunction with Allied Newspapers Ltd
• Temporary tents/offices in towns and villages – to
serve as info points
• Question and Answer articles in major newspapers
(Maltese/English Language)

18. Action Plan 2007
Salient Measures
• Prominent Clocks in prominent places – countdown to
January 1, 2007
• RFP for creative activity to be held on December 31 2007
• Start the “Countdown Information Campaign”
• Information officers to give talks in schools
• Increase presence using outdoor advertising
• A significant participation in the International Trade Fair
• International Conference on the Euro Changeover
Process in Malta organised by the European Commission
and the NECC
• Training of Professional cash handlers
• Fun activities using plastic euro money to purchase
drinks/food

19. Action Plan for 2007
Salient Measures
• Visits by international personalities in Malta
• A large number of public meetings in different localities
• A strong information campaign related to dual pricing,
protection for consumers and ensuring fair level playing
field between all business stakeholders
• Ensure that all target groups, including the vulnerable will
be fully informed on the changeover, their rights and
obligations.