Communication Strategy for raising the awareness of the population of Ukraine concerning decentralization reform 2017-2020

1. Communication Strategy
for raising the awareness of the population of Ukraine
concerning decentralization reform
2017-2020
Preconditions
Strategy
Implementation
July 11, 2017

2. Preconditions
2014 – start of active reforms in Ukraine
A need to raise the awareness level among the
population concerning the course and the
results of the reforms
A working group on communications (WGC) is
created at the initiative of the Vice Prime
Minister of Ukraine Volodymyr Groysman
The work of WGC is coordinated by Minregion, together with DOBRE, U-LEAD, SKL, EDGE, DESPRO
projects, analytical centres, associations of local self-government bodies
WG’s composition – specialists on communication of International Technical Assistance projects,
representatives of the authorities and civil society

3. • Information resource www.decentralisation.gov.ua and
a Facebook account of the reform
https://www.facebook.com/decentralizationua
• printed information materials and infographics
• public discussions, forums, press conferences of key
experts
• topical TV and radio programs
• expert discussions of reforms in Ukraine Crisis Media
Center with media participation
Products
Working group on communications
• provides information support of the reform
through national and regional media as
well as through other information channels
• unites the efforts of donor, governmental
and non-governmental organizations and
experts

4. • Rapid reform dynamics – new requirements to information contents
• Complication of communication tasks
• Appearance of new players - a need in action coordination
• Establishment of Donor Board as a coordinating instrument
• Working group of the Donor Board 6.1 on communications – a former
WG became its core
Context transformation and new challenges
A need for a common platform – an approved communication strategy

5. Communication Strategy
• is developed by the WGC and the Working group
6.1 of the Donor Board
• is agreed with Minregion as a framework
document
• is discussed and agreed at the Working group 6.1
The Strategy determines the key vectors of
activity in the sphere of communication
reform
Aim: to raise the level of understanding and support
of the reform of local self-governing and territorial
organization of power implementation in Ukraine.
Strategy implementation is the result of joint
actions of all the interested parties
Communication strategy for awareness raising of population
of Ukraine concerning decentralization reform 2017-2020

6. Target audiences
• Amalgamated territorial communities and
communities that undergo the process of
amalgamation, city, town and village communities
• Local self-government governmental bodies
• Mass media – national and local, journalists and
bloggers
• Civil society organizations, business
Strategy orientation
Contents of key messages
• Experience of successful amalgamated territorial
communities, their leaders – reform carriers
• Importance of decentralization and the
administrative-territorial reform for the development
of Ukraine
• Challenges that arise in the course of reform
implementation

7. Information and methodological support of the national and
regional players, centers for development of local self-
government
Strategy implementation
Development of the information space of
the reform
Formation of a functioning network of journalists and bloggers
throughout the country
• Creation of a common information space for the International Technical Assistance projects
• Further introduction of interactive formats – online-consulting, questionnaires
• Adding to the database of informational and educational materials on decentralization issues in electronic and
printed versions
Development of the portal www.decentralization.gov.ua

8. Strategy implementation
holding information campaigns
• National and regional information campaigns
• TV programs on national and regional channels
• Information support of sectoral decentralization through
thematic public events and highlighting in media of
successful examples of reforming education, healthcare,
administrative and communal services provision in ATC
• Preparation of video, TV and radio products and their
broadcasting on regional and national media, Internet
• Forums on acute issues of reforms at the central and
regional levels

9. Communication strategy – instrument for creation a common
information space of the reform
The Strategy is a framework document, it creates a field for:
· uniting the possibilities and implementation of large-scale significant initiatives
· participation of new players in the implementation of the tasks regarding reform communication
· flexible determination of the tasks according to new challenges
· the work of all international projects within the framework of their own programs
· achievement of a synergetic effect in informing
· rational usage of donor and state resources
Task for the future–
creation of a mechanism of efficient interministry coordination on communications,
forming a common vision of decentralization results

10. Communication Strategy
for raising the awareness of the population of Ukraine
concerning decentralization reform
2017-2020
Preconditions
Strategy
Implementation
JULY 11, 2017
THANK YOU FOR YOUR ATTENTION