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1.
BACKGROUND
On 17 April 2000 the Council adopted Regulation (EC)
No 814/2000 on information measures relating to the
common agricultural policy (1), which defines the type
and content of the measures the Community may finance.
As part of a new and simplified approach, the Commission
has laid down detailed rules for the application of
Council Regulation (EC) No 814/2000 in Commission Regulation
(EC) No 2208/2002 (2). In accordance with Article 3
of Regulation (EC) No 2208/2002, this call for proposals
specifies the priority topics and measures and the deadlines
for submitting applications and commencing the measures
concerned.
This is a call for proposals for funding annual work
programmes or individual measures from appropriations
in the 2004 budget.
2.
PRIORITY MEASURES FOR 2004
Under this call for proposals the Commission wishes
to give priority to communicating the issues surrounding
the reform of the common agricultural policy (CAP),
including the aspects relating to the new Member States
and the candidate countries. The measures proposed may
also be aimed at defending the European model of agriculture
in the context of the World Trade Organisation (WTO).
It will be for applicants to demonstrate which channel
or channels of communication they believe are most appropriate
for particular issues and particular target audiences,
and why. They are also asked to submit a Media Plan
for their proposed projects, which should include details
of project implementation, message delivery and measurement
of effectiveness. In selecting successful applications,
particular attention will be paid to the Media Plan,
as described in Annex I, point 2.
2.1. Messages to be communicated
The main messages the Commission wishes to communicate
to farmers are that they will be given an opportunity
to become more entrepreneurial and take greater advantage
of the opportunities offered by the market, that rural
development policy will be strengthened to provide great
opportunities for supporting activities of people living
and working in the countryside and that quality is becoming
an increasingly important factor in choices made by
farmers and consumers. All this is set in a context
of sound economics, social awareness and environmental
responsibility.
More specifically, the following aspects of the CAP
should be dealt with:
- better distribution of the aid and reinforcement of
rural development,
- single payment per holding, independently of production
(simplification),
- single payments subject to compliance with environmental,
food safety and animal welfare,
- new measures aimed at encouraging and helping farmers
to comply with quality, animal welfare and environmental
requirements,
- lower direct payments to large holdings in order to
secure more funds for rural development,
- promotion of sustainable agriculture,
- reinforcement of the competitiveness of the EU's agriculture,
- targeting of products and services sought by the public
and making them more market-oriented,
- strengthening of support for traditional farming systems
with a high environmental value.
Full details of the reform of the common agricultural
policy can be found at the following address: http://europa.eu.int/comm/agriculture/mtr/index_en.htm
(11 languages).
Preference will be given to projects centred on specific
examples in particular sectors which illustrate the
practical aspects of implementing the objectives outlined
above and are clearly relevant to the target audience.
2.2. Target audiences
The target audiences for projects under this call for
proposals are:
- the entire farming and food sector in Europe, from
producers to consumers,
- the general public in the Member States.
Proposals are invited for communication projects tailored
to the information needs of either or both of these
audiences or sections of them.
Applicants should specify whether their project proposal
will target audiences in more than one country and,
if so, which countries and by what means.
2.3. Channels of communication
In particular, the Commission wishes the following communication
channels to be used:
- broadcast media, both radio and television, at local,
regional and national level; where specific broadcast
coverage is proposed, the Commission will wish to see
in advance a degree of certainty that coverage can be
obtained. Highly speculative ventures should be avoided.
Projects involving non-broadcast video or audio for
direct distribution will be considered,
- the Internet, which is growing in importance as a
source of information and comment for many EU citizens.
Proposals should accommodate the possibilities it offers,
- conferences and seminars, which may be at local, regional
or national level and involve either or both of the
audiences identified above,
- the written press: the Commission already has good
direct contacts with the written press in the EU. However,
the projects launched as a result of this call for proposals
are themselves expected to attract press interest. Applicants
should demonstrate how they propose to encourage this
interest.
The Commission will be looking for projects with high
added value, where more than one element of the media
can be utilised. For example, a conference might be
attended by delegates, televised at a later date and
the issues raised reported in local or regional press
and posted on the Internet.
2.4. Media Plan
The Media Plan described in Annex I, point 2 should
specify how the following aspects of the project are
to be achieved:
- Implementation: how will the project be planned, managed,
and kept within budget? What timescales are envisaged?
It is assumed that Commission staff will play a visible
role in the finished project,
- Message delivery: which message(s) will the project
deliver? To which audiences? Which media will be utilised
and how?
- Measurement of effectiveness: preference will be given
to proposals which allow for measuring how effectively
messages have been communicated (for example, how much
an audience has appreciated a seminar or radio programme,
rather than just the size of the audience; the advisability
of covering an issue on the Internet, rather than the
extent of the coverage).
The Commission accepts that for smaller projects (costing
up to EUR 30 000), ex post evaluation is optional.
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