Communication from the Commission on the information strategy for the euro
Date: 1998-02-06
Institutions: European Commission
Subjects: EU policy, Economic and Monetary Union, dissemination of EU information, euro, information policy

COMMISSION OF THE EUROPEAN COMMUNITIES 

Brussels,  06.02.1998 
COM(1998) 39 final 

COMMUNICATION  FROM THE COMMISSION 

on  the information strategy 

for the euro 

A/ 

COMMUNICATING  I UK KURO : OIMKCTIVKN AND KOI I S. 

The  Ijuinch  of  Economic  aiul  Monetary  Union  on  I  January  I1)4)1)  and  Ihc  smoolh 
introduction  of  Ihc  single  curopcan  currency,  Ihc  euro,  is  a  primary  objective  o(  I he 
European  Union,  lis  achievmcnl  requires  effective 
infonnalion  and  communication 
actions, as was underlined  in the (ircen  Paper on the  introduction  of the euro, adopted  by 
the Commission  in May  1995. 

As  the  transition  to  EMU  moves  into  a  decisive  phase  this  year,  the  Commission  has 
prepared  this  Communication  on  Communications  because  it  wishes  to  recall  the  very 
high  priority  that  needs to be given to this activity. Therefore,  it is addressed  not only to 
the Member States and the European  Parliament  but also to regional  and  local authorities, 
economic  actors  throughout  the  private sector and  to many  other  groups  whose  activities 
will be touched  by the arrival of the euro. 

Much  of  what  is  said  here  rellects  the  lessons  of  the  Commission's  experience  drawn 
from  its information  and communications activities on the euro over the past two years. 

1.0 

The ( Challenge Ahead. 

When  it  launched  its  own  communications  strategy  at  the  beginning  of  1996,  together 
with  the  European  Parliament  in  the  context  of  the  Information  Programme  for  the 
E u r o pe  Citizen  (PRINCE), the Commission's  objectives  were  two-fold  : to  strengthen 
hytfeT  throughout  the  EU  that  EMU  would  be  achieved  according  to  the  Treaty  on 
European  Union  and  to  raise  awareness  among  banks,  financial  services  providers  and 
large  companies  of  the  need  to  begin  early  preparations  for  the  changeover  to  the  euro. 
These  objective  have  been  achieved  through  information  and  communications  actions 
developped  by  the  Commission  and  the  European  Parliament  on  the  basis  of  decisions 
taken by Heads of State and governments. 

Assuring  a  successful 
objectives  for communications strategies : 

transition  in  the  years  ahead  imposes  today  more  specific 

- explaining  the euro  to as many citizens as possible  so as to promote  its acceptance  and 
a  readiness  to  use  it.  This  also  means  explaining  the  reasons  why  Europe  is  moving  to 
EMU and  what the euro will  mean  for them; 

- helping every citizen  to become  familiar  with  the new currency, to acquire a sense of its 
value  and  to  handle  it  with  ease  and  confidence.  This  strategy  is  made  for  the  general 
public.  To  achieve  this  objective,  it  is  also  necessary  to  adress  specific  targets,  for 
example consumers. 

-  encouraging  small  and  medium-sized  companies  throughout  all  economic  sectors  to 
begin  their  preparations.  This  means  helping  them  to  understand  the  advantages  of  a 
serious  preparation  and  the  penalties  of  arriving  late  at  the  date  of  final  transition,  1 
January 2002. 

- ensuring  that there is a good  understanding  of EMU among political, administrative  and 
business actors  in third countries. 

1.1 

( 'ommuiiications responsibilities are widely shared. 

These  are  ambitious  objectives.  The  effort  will  require  pursuing  well  conceived, 
sustained  and  adequately  funded  information  actions  over  several  years  and  at  all  levels, 
from  European  to  local.  Communications  strategies  must  not  only  deliver  concrete 
information  in  an  accessible  form,  but  also  aim  to  explain  the  consequences  of  the 
introduction  of  the  euro  for  each  citizen.  The  greater  the  support  among  citizens,  the 
easier the political  and  practical  transition  to the euro. 

Preparing the population  in general  for the euro is not just a task  for  public authorities: 

• 

• 

• 

• 

information  relays  and  multipliers  -  trade  and  professional  associations,  European 
federations,  consumers  associations  and  a  multitude  of  public  bodies  -  are  vital 
sources  of  practical  information.  They  need  to  be  encouraged  and  supported  in  their 
actions; 

companies  must  tell  their  employees,  their  shareholders,  their  suppliers  and  their 
customers  about  when,  how  and  for  what  purposes  they  will  use  the  euro  during  the 
transition  to  the  introduction  of euro  notes  and  coins,  the  I  January  2002.  They  will 
also  have  to explain  the  impact  of  the  euro  on  their  business,  and  on  matters  of  key 
concern  to employees such as wages and  pensions; 

banks  must  tell  their  customers  how  they  may  transact  in  euro  during  the  transition 
period  from  I January  1999 and help to familiarise  them  with euro values; 

retailers,  large  and  small,  have  a  fundamental  interest  in  helping  the  consumer  to 
become familiar  with the euro, to learn its values and to use it with ease; 

•  providers  of  financial  services  such  as  insurance  and  pensions  must  explain  the 

impact of the euro on their products. 

2.0 

The Communications  Challenge  : Roles and  Responsibilities. 

2.1 

A central  role is incumbent  upon  Member States. 

To  be  credible  and  effective,  communication  actions  must  be  shaped  by  the  culture, 
language  and  concerns  of  the  citizen.  Information  will  best  be  provided  from  sources 
which  arc close  to the citizen  and  regarded  both  as authoritative  and  reliable. This  means 
focusing  the  communications  responsibility  firmly  on  the  Member  States  who  must  not 
only  create  information  tools  and  products,  but  also  encourage  regional  and  local 
authorities,  publicly  owned  utilities  and  networks  of  civil  organisations  (NGOs)  such  as 
trade unions, professional  organisations and consumers associations to act as vehicles and 
channels for  information  on the euro. 

launched 
Most  Member  States,  in  cooperation  with 
implementing  national  information  actions  on the  euro.  A meeting  in  Brussels  organised 

the  European  Union,  have 

by  tlu'  Commission  on  October  W  1097  of  directors  of  information  on  the  euro  in 
national  administrations revealed  a rich  variety of initiatives  from  Member Slates. 

2.2 

Partnerships with  the European  Institutions ensure coherence. 

Since  1996, the  EU  institutions  and  several  Member  Slates  run  a close  collaboration  in 
developing  information  activities on the euro.  In  1998, ten such partnerships are likely to 
be  established  on  the  basis  of  tripartite  memorandums  of  understanding  between  the 
Member  State,  the  Commission,  and  the  European  Parliament.  These  are  supported  by 
conventions which provide for EU funding  for communications actions in Member  States 
who  so  wish.  A 
tripartite  management  group,  composed  of  the  Member  State,  the 
Commission  and the European  Parliament, ensures coordination  of these activities. 

Altogether  two thirds of the  funds  allocated  by the  EU budget  for  information  actions on 
the euro in  1998 will  be committed  to these partnerships.  Their advantages are : 

-  they ensure  that  communications  actions are coherent  and appropriate  for each  Member 
Stale; 
-  Ihey avoid  excessively  overlapping  and  repetitive  initiatives  by  the  Member  States and 
the EU  institutions; 
- they enable the general  public to perceive that national  actions are placed  in a  European 
context. 

2.3 The Role of the Commission  : to supply information, to stimulate, to coordinate. 

The Commission  has acquired  considerable  experience  of informing  and  communicating 
on  the  euro,  and  the  fruits  of  this  experience  will  be  put  at  the  service  of  the  Member 
States.  In  the  next  four  years  the  Commission,  in  close  association  with  the  European 
Parliament, can: 

•  make  available  to  Member  States  and  others  needing  to communicate  on  the  euro  a 
considerable  variety  of  information  instruments.  These  include  technical  reports, 
question  and  answer  texts  for  the  general  public,  videos,  pictorial  presentations  of 
euro notes and coins etc; 
stimulate  and  encourage  communications  actions  by  Member  Stales  and  non 
governmental  organisations; 
ensure coherence  in the  information  and  messages being given  on the euro across  the 
Union; 

• 

• 

•  organise  and  support  transnational  communications  initiatives.  Purely  national 

projects will be examined and funded  at the national level; 

•  organise information  activities in third countries. 

B/ 

A  PRACTICAL APPROACH TO COMMUNICATION ACTIONS. 

3.0 

A basis of achievement  upon which  to build. 

The  Commission's  communication  efforts  over  the  past  two  years  have  recieved  a  large 
echo.  They have : 

•  helped  to  inform  major  currency  users  that  EMU  would  be  launched  on  1 January 

1999; 
•  contributed 

• 

to  a  growing  awareness  among  financial  organisations  and 

large 
companies  on  the  importance  of  preparing  early  and  preparing  well.  Polls  show  that 
this work  has been  launched  by more than 50% of organisations  in these sectors; 
involved  a  large  number  of  organisations  by  means  of  Round  Tables  and  expert 
groups  in  researching  and  debating  technical  issues  such  as  dual  display  of  prices, 
bank  charges,  the  legal  status  of  the  euro  and  a  variety  of  accounting  issues.  These 
efforts  have helped  to promote consensus approaches among  interested  parties; 

•  stimulated  and  encouraged  a  very  wide  range  of  civil  organisations  -  representative 
organisations, trade unions...- to mount their own  information  activities on the euro. 

This  is  a  very  useful  base  upon  which  the  Community  institutions,  the  Member  States 
and  many active groups in civil  society  can build. 

3.1 

The importance of the EMU timetable for communications  strategies. 

Key deadlines  have  been  fixed  by  the  Treaty  and  by  the  European  Council  of  Madrid  in 
December  1995.  Communications  strategies  need  to  be  specially  focused  on  three 
particular dates : 

•  2-3  May  1998.  This  is  when  the  Council,  meeting  at  the  Heads  of  State  and 
Government  level  will designate  the Member  States that are qualified  to be part of the 
Economic  and  Monetary  Union  from  1  January  1999.  Bilateral  exchange  rates 
between  participating  currencies  will also be announced.  Media attention  to  liMU  will 
reach  a  new  peak  and  as  a  result  the  general  public  will  be  more  fully  aware  of  the 
imminence  and  irreversibility  of  the  transition  to  the  euro.  There  is  bound  to  be  a 
qualitative and quantitative  leap in the demand  for  information  for which  all  providers, 
public and private, must be prepared, in the pre-ins as well as in the euro zone. 

•  1  January  1999.  The  date  when  the  euro  becomes  the  single  currency  for  the 
participating  member states and  when  the rates of conversion  between  their  currencies 
and  euro  the are  permanently  fixed.  Citizens, particularly  those  in the euro  zone,  will 
need  help  in  understanding  the  unfamiliar  territory  in  which  they  find  themselves, 
without euro cash  but with financial  markets and various economic  actors operating  in 
euro,  a  European  Central  Bank  fixing  monetary  policy  and,  even,  the  progressive 
appearance of dual  labelling of prices in some commercial  places in some countries. 

• 

I  January  2002.  The  dale  of  introduction  of  euro  notes  and  coins.  Intensive 
communications  efforts  should  long  well  before  this  date  to  enable  the  citizen  to 
handle the new money  with case and  confidence. 

4.0 

Target audiences. 

4.1 

The general  public. 

•  Obviously  public  information  actions  must  acquire  a  new  intensity  and  breadth  in 
1998  which  cannot  be  relaxed  before  the  beginning  of  2002.  They  must  also  become 
more  differentiated  through  time,  responding  to  the  changing  needs  of  particular 
segments of the general  public. 
Initially,  the  task  will  be  one  of  explaining  the  changeover  scenario  to  remove  what 
will  be  an  inevitable  confusion  in  many  peoples'  minds  caused  by  the  arrival  of  the 
scriptural  currency  some three years before  its "natural" expression  in notes and coins. 
This  means  explaining  how  the  euro  can  be  used  by  the  citizen  during  the  transition 
period. 
The  entire  transition  period  will  be  crucial  for  preparing  the  citizen  for  the 
introduction  of  euro  notes  and  coins  and  the  withdrawal  of  national  currencies.  The 
challenge  facing  not  only  governments  but  also  every  economic  actor  serving  the 
consumer  is an  important  and  difficult  one  : people  have  to  learn  the  value of  the  new 
money  and  eventually  relate  this  value  to  key  issues  in  their  lives,  from  the  prices  of 
food  and  consumer  items  to  their  wages  and  pensions.  Initially  and  for  a  long  time 
they  will  be constantly  converting  amounts  from  their national  currency  into euro.  The 
ultimate  objective  has  to  be  to  familiarise  all  citizens  with  the new  scale  of  values  to 
the extent that conversion  is no longer necessary. 
Realistically,  however,  it  will  be  difficult  to  establish  this  level  of  competence 
throughout  the population  in  a  mere  24  months.  But  the  more  skilful  and  determined 
the effort,  the easier the transition  for the majority  of the population. 

•  Certain  groups of the general  public merit particular attention : 

Consumer  protection  will  need  to be ensured  by specific  communication  actions.  With 
this  in  mind,  the round  table organised  by  the Commission  the  26  February  1998  will 
examine  the possibility  of creating  local  "obervalories" responsible  for  monitoring  the 
impact of national  communication  actions on the euro. 
In addition,  information  will  need  to be adapted  to particular  needs of different  groups 
of  the  population,  including  vulnerable  groups  (old-aged,  handicapped, 
illiterate 
people), the young (in particular  through  the education  system), or  women. 

4.2 

Small and medium-sized enterprises. 

Many  SMEs  are bound  to be  late  and  slow  in preparing  their  changeover.  The  danger  is 
that they could be so late and so slow as to disrupt the activities of the large firms that  are 
their customers. Early, consistent and determined  communications efforts  are needed: 
• 

to  raise  awareness  of  the  basic  tasks  that  have  to  be  done  -  changing  IT  systems, 
accounting,  invoicing, marketing etc. 
to ensure  that  materials  of  all  kinds  are  readily  available  to  help  SMEs  cope  with  the 
technicalities of the  changeover. 
to  encourage  them  to  look  for  strategic  advantage  in  the  euro,  possibly  by  means  of 
new products and new markets. 

• 

• 

Governments,  banks  and  professional  organisations  will  carry  the  main  responsibilities 
for  actions  directed  at  SMEs.  But  large companies  must  also  play  an  important  part  - in 
many  cases  their  own  commercial  well-being  will  depend  on  the  capacity  of  their  SME 
suppliers to handle the new euro environment. 

For  its  part,  the  Commission  will  maintain  partnerships  it  has  already  forged  with 
organisations that act as important channels of information  to SMEs. 

4.3 

Local  and  regional  administrations,  elected  officials  and  officials  in  public 
administrations. 

•  Preparations  for  the  changeover  by  national  administrations  are  considerably  more 
advanced  than  those that are local and decentralised. This is worrying because  regional 
and  local  authorities  have  closer  and  more  regular  contact  with  the  citizen.  Now  that 
national  public  administrations  have  published  their  changeover  plans,  local  entities 
and  elected  officials  have  a  framework  in  which  to  make  their  own  plans.  But  they 
will  have specific  information  and communications  needs that will  have to be  satisfied 
by national  authorities. 

Training  schemes  will  be  particularly  important  for  those  officials  in  direct  contact 
with  the  public.  The  Commission  is  ready  to  help  Member  States  prepare  the 
necessary  information  and training tools. 

• 

In addition,  European  institution's  employees  must display  an exemplary  competence 
in  EMU  subject  matter both  in their dealings with officials  in national  administrations 
and  in their contacts with the private sector.  The obligation  to be able to explain  EMU 
and  its benefits  is even greater  for those in direct contact with  the public. 

The  Commission  has  devised  an  information  plan  for  its  own  personnel  and  will 
propose extending  it to other  European  institutions. 

4.4 

Third Countries. 

The  euro  looks  set  to  emerge  as  an  important  reserve  currency  and  instrument  for 
international  commercial  transactions.  Now  that  the  strength  of  the  political  will  to 
achieve  EMU  is being  more  widely  understood  in  the world,  there  is a  growing  demand 
for  information  about  it.  A  communications  initiative  in  third  countries,  will,  therefore, 
be  essential.  Priority  should  be  given  candidate  countries  for  EU  membership  and 
Mediterranean  partners and  to those countries  with  special  commercial  relations with  the 
EU  (such  as  association  agreements)  and  to  others  which  are  potentially  important 
markets for the Union (in particular United-States and Japan). 

At  the  same  time,  the  information  needs  of  EU  nationals  resident  in  these  countries 
should  be  kept  clearly  in  mind.  They are  likely  to  be asked  many  questions  about  EMU 
and should be enabled to respond. 

5.0  Measuring the impact and effectiveness  of information  actions. 

Communications  strategies  on  the  euro  must  need  to  be  flexible  and  adaptable  to 
changing needs - the type of information  required will not be constant and  nor will  be the 

particular  groups  or  entities  thai  will  have  to  be  addressed.  The  effectiveness  of  any 
strategy  needs  to  be  regularly  evaluated  so  that  any  weaknesses  can  be  identified  and 
corrected throughout  the process until its conclusion. 

** 

The creation  of" the euro  is a priority  for the  European  Union. This central  objective  for 
the Commission  can only  be achieved  through effective  information  and communication 
actions.  1998  marks  the  start  of  a decisive  phase  for  the  achievment  of  Economic  and 
Monetary  Union and is consequently also a crucial  satge in the communication campaign 
on  the  euro.  The  action  of  the  Commission  and  of  the  European  Parliament  must 
therefore  change  both  in  terms  of  scale  and  by  focusing  on  the  general  public.  The 
objective  should  be  to  help  citizens  understand  the  reasons  that  Europe  is  progressing 
towards  EMU  and  to  raise  awareness  of  the  new  currency  to  allow  them  to  use  it 
comfortably  and  with confidence.  With this  in mind, the  European  Union's  information 
campaign,  implemented  in partnership  with the  Member States, must be in a position  to 
meet a challenge  which affects  each curopean citizen directly.  It is vital  for the sucess of 
this historic project. 

ANNEX  I 
ANNEX  I 

IWTAILSOI^ 
IWTAILSOl^ 

(TARGETS, METHODS, ETC.) 
(TARGETS, METHODS, ETC.) 

9 

TABLE OP CONTENTS 

1.  TlIK  IMI'OKI AN(  KOI< < OMMHINK  ATIOIN  I OK  TlIK  SIK  ( 'KSS 

OK TlIK  IN'I RODUCHON  OK TlIK  KURO 

2.  TlIK  A(  IIIKVKMKINTS 

2.1  Much work  in the field  of communication  has already  hccn done 
by the national  and  European  public authorities and  by various 
socio-economic  groups 

2.1.1 
2.1.2 
2.1.3 
2.1.4 

The European Parliament 
The Commission 
The Me m her States 
I he action of the information providers 

2.2  The  first  stage in the information  and communication  campaigns 
has already  borne fruit 

2.2.1 

2.2.2 

A number of objectives set by the ( 'ommission have already 
been attained 
Some lessons learnt from experience 

3.  THE TIME-FRAME FOR INFORMATION  AND 
COMMUNICATION  ACTIVITIES 

From  May  1998 to January  1999 
The twelve months preceding the introduction  of 

3.1 
3.2 
euro notes and coins 

THE  EURO  INFORMATION  AND  COMMUNICATIONS 

4. 
STRATEGY 

4.1 

The general  principles and the roles of the contributors 

4.1.1 

Subsidiarity  and partnership 

4.1.1.1  The principal  role of the Member Slates 
4.1.1.2  The European  Parliament 
4.1.1.3  The role of the Commission 
4.1.1.4  The role of industry and commerce 
4.1.1.5  The role of the information  intermediaries 

4.1.2  Decentralisation  and proximity 

4.2 

4.2.1 
4.2.2 

Priority target groups 
The general public 
The need for a special effort towards SMEs (particularly in 
the retail and craft sectors) 
Local and regional authorities, elected representatives 
and national and local officials 
EU officials and other staff 
'The need to open up the communication and information 
campaign to non-member countries 

4.2.3 

4.2.4 
4.2.5 

10 

4.3 

The message to be put across 

Importance of practical  information 

4.3.1 
4.3.2  Dissemination of specific messages for the  "pre-ins " . 
4.3.3 

( Iauging public opinion and assessing the impact 
of the campaign 

INSTRUMENTS  AND MEDIA TO BE USED IN THE 

5. 
COMMUNICATION STRATEGY 

5.1 

Radio and television 

5.2 
5.3 

Brochures 
The Internet, CD-ROMs and diskettes 

5.4 

Answering services 

5.5 

Conferences  and seminars 

5.6 

Communicating  at grass-roots level 

5.7 

Pilot projects aimed at the vulnerable sections of society 

6. 

CONCLUSIONS 

11 

The  purpose  of  this document  is to  promote  or  heighten  awareness  of  the  importance  of 
information  and  communication  in the  process of  introducing  the euro.  It takes  stock  of 
the  measures  already  carried  out  so  as  to  learn  the  lessons  for  future  activities: 
time-frame,  priority  targets,  message  content,  methods  to  be  used,  etc.  It  presents  the 
blueprint  for  the  strategy  lo  be  implemented,  and  spells  out  the  respective  roles  of  the 
European  institutions, the Member Slates and  industry  and commerce  in the process. 

1. 

IMPORTANCE  OK  COMMUNICATION  KOR  THK  SUCCKSS  OK 

T HE 
INTRODUCTION  OK THE  KURO 

IIIK 

Money  is involved  in a very  large number of acts of everyday  life.  It goes to the heart of 
I he  workings of  the economy.  Il  is also a  vehicle  for  values  and  ideals.  The  successful 
introduction  of a single currency  for  Europe therefore  depends on work  in two main  areas 
of activity: 
• 

technical  preparations  guaranteeing  the smooth  distribution  of  the euro  throughout  all 
the workings of the economy; 

•  preparing all citizens to understand, accept and  use the euro. 

Information  and  communication  activities  regarding  the  euro  form  an  integral  part .of 
these  two  areas  and  must  help  them  to  succeed.  The  Commission  Green  Paper  of 
31  May  1995  on  the  practical  arrangements  for  the  introduction  of  the  single  currency 
already  set  out  the  two  main  tasks  of  a  euro  communication  strategy,  which  are  still 
relevant today: 
• 
• 

to stimulate and encourage the preparations necessary  in all sectors of the economy; 
to win the public's support for the single currency. 

The  introduction  of  the  euro  cannot  be  merely  equated  with  the  introduction  of  a  set  of 
technical  rules.  To  an  extent  which  varies  according  to  the  Member State  or  the 
individual,  the  currency  is  a  vehicle  for  values  and  ideals:  preparation  of  the  business 
community  and  the general  public  for  its  introduction  must  deal  with  more  than  just  the 
practical  arrangements. 
The communication  and  information  activities  must  take account  of public opinion  polls, 
and  of  the  public's  misgivings  and  concerns.  Citizens  must  be  able  to  count  on  clear, 
complete  and  accessible  information  which  provides  all  the  answers  to  their  questions 
and  enables  them  to  prepare  for  the  single  currency.  This  is  the  key  aim  of  the 
communication  effort  initiated  by the European Union and the Member Stales. 

There  are  various  ways of  presenting  and  explaining  the euro  to  European  citizens;  they 
vary  with  national  cultures  and  practices.  Such  approaches  call  for  a  great  deal  of 
caution,  in  that  the  evocation  of  the  currency  may  give  rise  to  emotional  reactions.  For 
example,  some  Member States  have  put  the  emphasis  on  the  link  between  the  euro  and 
Europe, presenting  the euro as part of  the common  heritage of  Europeans, as making  for 
stability  in  Europe, or as an  instrument  for  preserving  the  European  economic, social  and 
cultural  model.  In the same  way  information  on  the euro  will  often  lead  to the  provision 
of additional  information  on the European  Union  itself. 

12 

2. 

THE ACHIEVEMENTS 

2.1  Much  work  in  the  field  of  communication  has  already  been  done  by  the 
national  and  European  public  authorities  and  by  various  socio-economic 
groups. 

the 
This  work  has  emanated 
Member States and  particularly  dynamic  communicators  (banks, chambers  of  commerce 
or trade, business  federations  and professional  associations, etc.). 

the  European  Parliament, 

the  Commission, 

from 

2.1.1  The European Parliament 

From  the  start  of  initiatives  to  launch  euro  communication  activities,  the  European 
Parliament  has endeavoured  to  provide  the  necessary  impetus  to  promote  an  iniormation 
strategy  which  meets  the  needs  of  citizens.  The  bodies  within  Parliament  take  part  in 
defining  the  guidelines  for  this  strategy  and  in  monitoring  its  achievements. 
It  is  a 
partner of the Member States and the Commission  in all the countries which  have chosen 
to develop euro communication  plans in conjunction  with the European  Union. 

2.1.2.  The Commission 

The Commission  has  built  its communication  work  around  three  key  guiding  principles: 
subsidiarity,  partnership  and  progressiveness.  Following  the  May  1995 (ircen  Paper  on 
the  practical  arrangements  for  the  introduction  of  the  single  currency,  it  launched,  in 
cooperation  with  the  European  Parliament,  the priority  campaign  "the euro, one  currency 
for  Europe",  an  element  in  the  PRINCE  programme  (information  programme  for  the 
European  citizen).  As  far  back  as  1996,  it  embarked  on  awareness  raising  and 
communication  activities  for the information  providers.  In the  last two years, almost  fifty 
million  ecu,  representing 
the 
Commission  to  the  priority  information  activities,  have  already  been  devoted  to  this. 
This initial  intensive effort  has taken on a number of aspects, in particular: 

the  appropriations  allocated  by 

three-quarters  of 

the  constitution  of  all  the  fundamental  basic  elements  of  the  communication  on  the 
euro  (assembly  of  the  reference  documentation,  logo, euro  symbol,  wide  distribution 
of the designs of euro notes and coins, etc.); 

- 

the  production  and  introduction  of  communication  tools:  ("inf  €uro",  newsletter, 
"Group  €uro",  iconography,  video,  the  euro  area  on  the  Europa  Internet  site,  the 
QUEST  interactive  data  base  in eleven  languages, exhibitions,  a  partnership  with  the 
communicators and multipliers, etc.); 

2.1.3  The Member States 

These  information  activities  by  the  Commission  have,  through  a  leverage  effect, 
encouraged 
and 
communication  activities.  Several  have  even  already  launched  large-scale  government 
communication  activities  involving  television  and  the  mass  distribution  of  information 

to  embark  progressively  on 

the  Member States 

information 

13 

material.  Ircephones and special  Interne! sites dedicated  to the euro have  been set  up in 
several countries. 

The Commission,  in its role as coordinator,  took  the initiative of organising a meeting in 
Brussels of the heads of national  information  services  responsible  for communication  on 
the  euro.  This  initiative  revealed  the  huge  wealth  of  measures  in  the  communication 
Held.  The  effort  nevertheless  still  varies  significantly  in  intensity  depending  on  the 
Member States.  As  well  as  the  linguistic  aspects,  these  initiatives  vary  widely, 
depending on the Member States and the general  attitude of their public to the euro.  For 
most  of  them,  this action  stems  from  a partnership  with  the  European  Commission  and 
the European Parliament. 

2.1.4  The action of the information providers 

Many  information  providers, in more direct contact with the general  public, have already 
been  involved  in  passing  on  information  on  the euro  with  the  help of  specific  material: 
this  action  is  directed  towards  targeted  sectors  of  the  public,  or  towards  the  public  at 
large. 

The action  of  the  financial  institutions  and  the  banks deserves  a special  mention: many 
banks  have  already  circulated  extremely  detailed 
information  booklets  on  the 
introduction  of  the euro to their customers.  These documents  inform  them of the major 
institutional  stages  of  the  process  of  economic  and  monetary  union  and  deal  with 
questions  relating  to savings and to financial  products once the euro is  introduced.  The 
banks  have  also  organised  conferences  which,  at  local  level,  attract  a  wide  public 
consisting of both small businessmen and private individuals. 

The  major  European  business  federations  are  another  important  multiplier:  they  have 
distributed  a  wealth  of  very  detailed  information  to  their  members,  which  has,  for 
example,  included  the  issue  of  very  useful  guides  for  SMEs.  The  Commission  has 
helped  to  fund  many  of  these  initiatives  at  both  national  and  regional  level  in  all  the 
Member States.  It has also supported  the action of  the Euro-Inib-Centres which  in  1997 
carried out awareness  raising and information  activities on the euro  for SMEs (5 300 000 
contacts). 

2.2 

This first stage  in the  information  and communication  campaigns  has  already 
borne  fruit 

2.2.1 

A number of objectives have already been attained. 

The major economic  operators are now convinced  that the euro  is sure to be introduced 
on  1  January  1999 and that the process of monetary union is irreversible. 

This  applies  to  the  key  intermediaries  involved  in  the  use  of  the  euro:  the financial 
institutions,  the  administrations  and  a  good  many  large  enterprises  have  introduced 
suitable structures and have made the necessary  investment.  They also represent valuable 
and efficient  information  providers for their customers and for users. 

14 

Eastîy,  the  euro  is  now  identifiable  in  the  form  of  notes  and  coins  and  has  been  given  a 
monetary  symbol: 

€ 

2.2.2.  Some  lessons  learnt  from  experience 

The  experience  acquired  during  this  first  phase  of  launching  communication  activities  for 
the euro  provides  useful  pointers  to the action  of each  communicator  for  the years  ahead. 

For  example,  the  Community  institutions  possess  most  of  the  "source"  information  on 
the general  framework  for  the  introduction  of the single currency  and  its different  sectoral 
dimensions.  I lence  they  can  make  available  all  these  items of  information,  and  reference 
material  or  analysis  on  precise  and  technical  subjects  relating  to  the  euro.  Since  they  are 
in  touch  with  all  the  players,  public  and  professional,  throughout  the  European  Union, 
they  are  familiar  with  the  activities,  experiences  or  even  innovations  produced  here  and 
there  and  can  circulate  them  among  the  players  with  a  view  to  broadening  each  one's 
scope  for  action. 

The  Member  States  have  a  large  number  of communicators  on  their  territories, and  so  are 
in  a  better  position  to  disseminate  information  to  the  general  public  and  to  tailor  the 
content  to  the  specific  national  culture.  In  the  same  way,  the  Member  Slates  can  adapt 
the  information  to  take  account  of  the  specific  characteristics  of  their  plans  for  changing 
over  to the  euro. 

It  is  clear  that  the  public  authorities  will  be  unable,  by  themselves,  to  respond  to  all  the 
requests  for  information  on  the  single  currency:  institutional  activities  depend  on  the 
support  of efforts  by enterprises,  banks and  financial  institutions  in direct  contact  with  the 
public.  Many  of  them  have  already  realised  that  it  is  in  their  interests  to  provide  their 
staff,  customers  and  suppliers  with  information  about  the euro. 

It  is  also  undoubtedly  useful  to  encourage  the  spontaneous  initiatives  emanating  from 
society  at  large. 

The  public  is displaying  mounting  curiosity  with  regard  to  the  euro.  On  the  whole  it  no 
longer  doubts  that  it  will  be  introduced.  The  world  of  business  and  the  general  public, 
elected  representatives  and  civil  servants  -  all  are  now  feeling  the  need  for  specific  and 
very  practical  information  on  the euro.  This  information  must  allay  everyone's  concerns 
and  be directly  relevant  to daily  life. 

Information  and  communication  activities on  the euro  have now  been  under way  for 
two  years,  taking  a  wide  variety  of  forms  (conferences,  exhibitions,  Internet  sites, 
brochures,  adoption  of  the  euro  symbol,  etc.),  and  involving  either  the  Commission 
or the  Member  States  or  information  multipliers. 

These activities  have already  borne  fruit: 

II 

the  certainty  of  the  changeover  to  the  euro  on  1 January  1999  and  the 
irreversibility  of  the  process  leading  to  monetary  union  arc  now 
acknowledged; 

15 

I 

I 

I 

I 

the  key  players  who  will  lead  the  way  in  using  the  euro,  namely 
financial  institutions, large  funis  and administrations,  have begun  the 
necessary  preparations  in  order  to  be  ready  to  use  the  euro  from 
I January  1999; 
the euro now has an image (notes, coins and symbol). 

Assessment  of the results of these activities  provides  useful  pointers  for  determining 
the  approach  to  be  taken  by  the  communication  strategy  for  the  euro  in  the  years 
ahead:  importance  of  subsidiarity,  of  information  multipliers  and  of  practical 
information  at grass-roots  level. 

3. 

TllE TIME-FRAME  FOR INFORMATION AND COMMUNICATION  ACTIVITIES 

The environment  and  the  major  institutional  deadlines  set  by the Treaty  and  the  scenario 
adopted  by  the  Madrid  European  Council  in  December  1995  in  practice  provide  a 
structure  for  euro  information  and  communication  activities.  The euro  communication 
strategy  should  be built around several crucial periods: 

3.1 

From  May  1998 to January  1999 

This period  is organised  around  two key dates: 

•  2 May  1998, the date on which  the Council,  meeting at the  level  of  I leads of  State or 
Government,  designates 
the  euro  on 
the  Member States  qualified 
1 January  1999, will  constitute an exceptional  historic  and  media event.  It will  create 
a  favourable  "shock"  for  the  general  public:  as  a  result  of  the  very  broad  media 
coverage  expected  for  this  event,  this  is  the  date  on  which  the  general  public  will 
become  fully  aware of the  imminence  and  the  irreversibility  of the  introduction  of  the 
euro.  This event will  in its turn create a very heavy demand  for  information  which  the 
Member States,  the  Community  institutions,  but  also  the  major  "intermediaries" 
between  the public and  the currency  (financial  institutions, markets, etc.) and  the  local 
and  regional authorities must  be ready to  satisfy. 

to  adopt 

•  I January  1999, the date on which  the euro appears and  the conversion  rates  between 
the euro and  the  national  monetary  units are  irrevocably  fixed,  is the turning  point  for 
the achievement of economic and monetary  union. 

These  two  institutional  focal  points,  which  will  receive  a  great  deal  of  media  attention, 
will  arouse  on  the  part  of  the  general  public  and  the  business community  a curiosity  for 
the euro which must not be disappointed.  This is even greater justification  for the launch, 
in  all  the  Member States  where  this  has  not  yet  been  done,  of  "general  public" 
communication  activities. 

By  2 May  1998,  decisions  will  have  been  taken  on  the  last  practical  details  of  the 
introduction  of  the  euro  (length  of  the  period  during  which  euro  notes  and  coins  and 
national  monetary  units  will  circulate  alongside  each  other,  dual  display  of  prices, 
conversion  costs during the  transitional  period  from  1999 to 2002, etc.).  It will  therefore 
be  possible  to  provide  precise  answers  to  the  questions  of  the  general  public  and  of 

16 

business  A  Round  fable  on  these  aspects  will  also  be  organised  in  Brussels  on  26 
February  I9«>K. 

The  Commission  will  complete  the  process  of  making  all  the  basic  texts  and  reference 
texts  on  the  euro,  which  by  then  will  have  been  finalised,  available  to  the  public.  The 
public  will  thus  have direct  access  to complete  information,  in  both  electronic  form  and 
on  paper.  The  information  intermediaries, which are  in contact  with  the public, will  thus 
be able to provide the appropriate answers to the questions they are asked. 

Throughout  the  period  special  attention  will  have  to  be  paid  to  business  and  more 
particularly  SMEs  since  some  of  them  will  already  have  decided  to  switch  to  the  euro. 
They themselves will act as examples for the general  public. 

3.2 

The end of the transitional  period 

The'transitional  period  (1999  to  2001)  will  enable  everyone  to  familiarise  himself  with 
the introduction  of the euro.  The year 2001  itself will  be the setting  for a second  wave of 
major  coverage,  in order  to enable  the general  public and  business  throughout  the  Union 
to  prepare  for  the arrival  of euro  notes and  coins  and  the complete  disappearance  of  the 
national currencies. 

Communication  activities  to  prepare  for.  I January  2002  must  enable  the  general  public 
and  everyone  involved  in  economic  life  to  familiarise  themselves  with  the  practical 
effects  of  the  tangible  introduction  of  euro  notes  and  coins.  Several  stages  can  be 
envisaged:  first,  a  period  during  which  everyone  will  learn  to  convert  into  euros  the 
values  expressed  in  national  monetary  units;  a  second  stage  can  be  devoted  more 
especially  to  getting  a  feel  for  a scale of  values  in  euros,  as  a  result  of  which  everyone 
should  be able to recognise  the relative values of goods and  services  in the new  currency 
without  having  to convert  them  into  national  monetary  units.  This  is the  period  during 
which  intensive  communication  activities  must  be  carried  out  on  the  ground  lor  the 
benefit  of  certain  groups  among  the  public  which  require  special  attention,  such  as  the 
elderly, those suffering  from  various forms of handicap, illiterate persons, etc.). 

The transitional  period  from  1999  to 2001  should  he  used  to  shift  the  information 
effort  into  a  higher  gear  at  a  time  when  the  public  and  everyone  involved  in 
economic  activity,  in  particular  businesses, will  be  showing  a great  deal  of  interest 
in the euro, and will be highly  receptive as a result of the institutional  environment. 
A second wave of major coverage should be planned for 2001, just before euro notes 
and coins are actually introduced and national currencies withdrawn. 

4. 

THE  EURO INFORMATION  AND COMMUNICATION  STRATEGY 

4.1 

The general principles and the roles of the contributors 

4.1.1  Subsidiarily and partnership 

4.1.1.1 The principal  role of the Member States 

17 

The  Member States  play  a  pivotal  role  in  the  communication  strategy  directed  towards 
their citizens and  businesses.  This stems  very  directly  from  the  principle  of  subsidiarily: 
because  of  Ihc  special  cultural  or  linguistic  features  and  sensitivity  with  regard  to  the 
currency,  an  approach  which  is tailored  to the different  national  situations  is essential  to 
the success of the operation. 

Arrangements  which  can  cope  with  the  considerable  challenge  of  a  process  directly 
affecting  all  citizens  are  gradually  being  introduced.  These  arrangements  include 
measures  taken  by  the  public  authorities  and,  as  far  as  possible,  take  into  account  the 
needs and the own  initiatives of the regions, associations  and  intermediaries,  large  public 
and  private  enterprises,  professional  associations  and  trade  unions,  etc.,  in  order  to 
disseminate a coherent message on the euro. 

Against  this background,  the Community  institutions  have offered  the  Member States an 
original  partnership  formula  to accompany  this movement,  including: 

the  conclusion  of  tripartite  memoranda  of  understanding  between  the  Member  State 
concerned, the Commission and the European  Parliament; 

the establishment  of agreements  for part-financing  of specific  communication  plans; 

coordination  between  the  parlies  and  the  creation  of  a  unit  at  national  level  to 
implement  coordination. 

In  1998 agreements  will  have  been concluded  in ten of  the  fifteen  Member States.  They 
constitute  the  natural  instrument  under which  the Union  provides financial assistance  for 
nationally-initiated  communication  activities on the euro. These agreements are a priority 
for  the Community:  they  account  for two-thirds of the priority  action  budget "the euro, a 
currency  for  Europe".  This  process ensures  that  communication  will  be tailored  to  each 
Member State, while ensuring overall  consistency,  in particular  in relation to the  strategic 
guidelines. 

In addition  to  the  specific  measures  planned  by each  government,  these  agreements  will 
in particular have to comprise: 

a "general  public" component,  to respond  to the requests coming  from  the public at  large 
in each  Member State; 

and,  where  needed, an audiovisual/radio  component,  to finance media activities  essential 
for raising the awareness of the entire population. 

4.1.1.2 The European Parliament 

The  European  Parliament  is the Community  institution  which  represents all citizens.  By 
this  token  it  plays  an  important  part  as  regards  the  euro  information  strategy,  in  the 
definition  of  which  it  takes  part.  Parliamentary  bodies  have  been  and  will  be  associated 
with  developments  in  the  communication  effort  and  in  partnerships  with  the  Member 
States.  The members of the European  Parliament are called  upon to play an active part in 
the events and  initiatives developed  under this effort  in each  Member State. 

4.1.1.3 The role of the Commission 

is  organising  itself  to  make  its  expertise  available  to  all 

The  Commission 
the 
intermediaries  who  need  it,  and  provide,  for  their  communication  and  information 
activities,  technical  information  on  the  single  currency  including  technical  reports, 
communications,  questions/answers  and  briefing  points.  These  messages  and  other 
contributions  will  then  be adapted  and  used  by  the  intermediaries.  Wherever  appropriate, 
the Commission  should attend the conferences  and events organised  on the euro. 

The  Commission  intends  to  provide  stimulation  and  encouragement  for  communication 
on  the  euro.  This  depends  on  managing  the  agreements  with  the  Member  States,  and 
taking part  in the associated  activities and monitoring  them. 

Thirdly,  the  Commission  should  ensure  that  the  messages  put  out  about  the  euro  are 
consistent  throughout  the  Union.  This justifies  its participation  in  the coordination  units 
set up under the national  agreements  in all  the  Member States.  Similarly  the meetings  of 
the  heads  of  information  departments  of  the  Member States  will  enable  each  national 
head  to  compare  the  contents  of  his  own  euro  communication  programme  directly  with 
those  of  the  other  Member Slates  and  the  facilitate  the  exchange  of  national  "best 
practice". 

Eastly,  the  Commission  has  a  key  role  to  play  in  organising  and  providing  practical 
support  for  cross-border  activities  as  well  as  activities  intended  for  non-member 
countries.  The  latter  can  be  carried  out  either  directly  under  existing  Community 
instruments,  or  by  the  initiatives  of  Commission  delegations  and  press  and  information 
services 
the 
Member States.  The stall'of these representations  (Commission  and  Member Slates)  will 
have  to  receive  special  training  ;ind  information  for  this  purpose.  Embassies  and 
consulates  will  also  play  a  crucial  direct  role  in  informing  Europeans  resident  in 
non-member countries. 

in  non-member  countries, 

in  conjunction  with 

the  embassies  of 

4.1.1.4 The role of industry  and commerce 

Industrial  and  commercial  firms,  public  or  private,  small  businesses  and  retailers  are  at 
the  heart  of  economic  activity.  Where  the  changeover  to  the  single  currency  is 
concerned,  they  are  key  players  in  passing  on  information  to  the  public.  This  will  take 
different  forms: 

• 

the  large  account  managers  (public  or  private  services  responsible  for  the  distribution 
of  energy,  water  or  telecommunications,  etc.)  will  play  a  key  educational  role  for  all 
consumers  by providing  reference  points  for  the  scale of  values  at  a very  early  stage, 
by issuing euro invoices; 

©  the  large  firms  which  will  switch  to  the  euro  early  on  should  prepare  and  help  their 

subcontractors (often  SMEs) to follow  them; 

•  retailers  in  daily  contact  with  the  general  public  will  inform  and  guide  consumers 

when they  make their everyday  purchases in euro. 

19 

Tourism  is a particularly  interesting  sector  for  the  introduction  of  the euro.  Businesses 
operating  in this area can  very  usefully  contribute  to the information  on the practical and 
specific aspects of the euro. 

4.1.1.5  The role of the information  intermediaries 

The use of communicators,  in the form of professional  associations, business  federations, 
public  and  semi-public  national  organisations  and  local  and  regional  authorities,  the 
Euro-Info-Centres and all the other Community networks, means that communication can 
be precisely tailored to particular targets. 

It  is  therefore  important  to  encourage  them  and  to  support  them  in  their  activity  of 
communicator concerning the euro, in particular by providing them with information that 
they can adapt and use for their own purposes. 

National  projects should  be appraised  directly  by the  Member Slates and by the national 
authorities.  I heir costs  will  have to be borne at national  level, either by the government 
itself or by other specific  bodies, either in regard to the use of decentralised  Community 
funds  under agreements  or as a last  resort  by the Commission  Offices  to the extent that 
budget resources are available  for this use. The Commission  will  not finance projects on 
a European scale where their relevance is purely national, with the exception of unusually 
innovative or symbolic projects. 

4.1.2  Decentralisation and proximity 

It is important  for European citizens to find information  at grass-roots  level; they  should 
be  enabled  to  do  so  by  highly  decentralised  local  communication  activities.  All  the 
networks available in the Member States (local offices  of public departments, branches of 
financial  institutions, decentralised  offices  of certain  firms,  large account  managers, etc.) 
must be mobilised  to contribute. 

The  operation  of  partnership  at  national  level  under  tripartite  units  comprising  a 
representative  of  the  Member State concerned,  of  the Commission  and of  the  European 
Parliament, will assist in tailoring information to local demand. 

This  objective  is  facilitated  by  the communication  medium  used:  the  new  technologies 
(freephones,  Internet, etc.) make it easier to disseminate  information  at a local  level, and 
to  promote  the  activities  on  the  ground  (travelling  exhibitions,  information  buses,  or 
even, as far as permitted by budget constraints, contributions to sports or cultural  events 
reaching 
large  sections  of  the  general  public)  already  organised  by  certain 
Member States. 

Communication  on  the  euro  must  be  guided  by  the  principle  of  subsidiarity  and 
managed under a partnership: 

•  partnership with  the  Member States, which  makes it possible  to devise a  message 

and  instruments  that are tailored  to national cultures and structures; 

j®  partnership  with  information  multipliers  which  distribute  targeted  information. 
! 

It is up to the latter to distribute practical and specialised  information. 

20 

The Commission's  action will be organised  along the following  lines: 

•  providing  iniormation,  basic  material  and  technical  support  tor  multipliers  and 

for specialised  audiences; 

•  taking  part  in  the  framing  and  implementation  of  national  communication  plans 
for  the  euro  through  partnership  based  on  the  conclusion  of  part-financing 
agreements with  the Member States; 

•  ensuring  that  information  activities  on  the  euro  arc  consistent  across  the 
Community  and  facilitating  contacts  and  exchanges  of  information  between  the 
Member States; 

•  encouraging  and  taking  part  in  cross-border  initiatives,  and  information  and 

communication  activities on the euro intended for non-member countries. 

Lastly,  if all  European  citizens  are to find,  in  their daily  lives,  information  which  is 
in  tune with  their concerns,  it is essential  that  communication  activities  should  give 
pride of place to decentralised  work at grass-roots  level. 

4.2 

Priority  target groups 

The  bulk  of  the  information  and  communication  activities  carried  out  so  far  have  been 
targeted  at  financial  operators  and  administrations,  these  being  the  circles  most  directly 
concerned  by  technical  preparations  for  the  changeover  to  the  euro  and  also  the  main 
information  multipliers.  Many  large  firms  have  set  the  ball  rolling,  too.  All  these 
operators are actively engaged  in preparations. 

The  communication  effort  must  continue  and  build  on 
concentrating on a number of priority target groups: 

these  achievements  by 

4.2.1  The general  public 

The  general  public  (and  all  its  component  groups,  such  as  consumers,  wage-earners, 
savers, pensioners, recipients of welfare  benefits,  women  and young  people)  is hungry  for 
information  about  the  changeover  process  and  its  consequences,  and  the  success  of  the 
single  currency  will  ultimately  depend  on  public  acceptance.  But  public  enthusiasm  for 
the  euro  cannot  be  created  by  a  decision  from  on  high:  it  must  be  nurtured  through 
unstinting  efforts  to  provide  information  on  highly  practical  aspects  of  the  single 
currency  at grass-roots level. 

The  initial  objective  is to  make  the entire  population  aware, ahead  of  1  January  1999, of 
the  impending  arrival  of  the  euro,  the  key  dates  in  the  scenario  (1 January  1999  and 
1 January 2002)  and  how  the  euro  will  be  used  during  the  transitional  period  (e.g. 
payments, cheques, continuity  of contracts, tax  matters  and  relations  with  administrative 
bodies, particularly  those responsible for  welfare). 

From  the  beginning  of  the  transitional  period,  the  education  system  -  and  teachers  in 
particular  -  will  have  a  major  role  to  play  in  informing  and  communicating  with  young 
in  practice  act  as  go-betweens  with  the  older 
people.  Young  people  will  often 

21 

generations,  helping  them  to  familiarise  themselves  with  and  embrace  the  euro.  The 
Commission  plans shortly to launch an initiative in this area. 

Information  will  also have to be provided  which  is tailored  to the needs of more  specific 
target groups, such as senior citizens, blind and partially  sighted  persons, illiterate people 
or the poorest sections ol  society.  The public administrations have a major role to play in 
communicating  with  these  groups of  people,  notably  via  trusted  intermediaries  who are 
suitably trained and possess appropriate information tools. 

4.2.2  The need for  a special  effort  towards  SMEs  (particularly  in the  retail' and  craft 

sectors) 

Like  the general  public, small  and medium-sized  enterprises need  to be made aware that 
the  euro  is  coming  and  to  plan  ahead  for  its  arrival.  Thanks  to  their  structure  or  size 
(existence  of  a  forward  studies  or  planning  unit)  or  their  membership  of  an  industry 
network,  some  larger firms have  become  conscious  of  the arrival  of  the  single  currency 
and have been able to set up their own preparatory structures.  This is not usually the case 
with  SMEs,  and  even  less  so  micro-businesses,  single  member  companies  and  craft 
businesses, which still  see the euro as a distant  prospect.  Small  businesses should  have a 
general  grounding in the changeover scenario and how the euro is to be used. 

Over and above this effort,  which differs  little from the drive to inform all  Union citizens, 
SMEs  should  be  urged  to embark  on  technical  preparations.  A special  communication 
effort,  which  should  be stepped  up from  1998, should  make them  realise  that the arrival 
of  the euro requires them  to do some strategic  thinking  (targets and competitive  strategy 
and  possibly  new  markets)  and 
the 
31  December 2001  deadline.  Since  SMEs  play  an  essential  role  in  the  economy,  such 
preparations  will  constitute  one  of  the  keys  to  the  success  of  economic  and  monetary 
union.  And  as  SMEs  provide  over two  thirds of  total  employment  in  Europe,  they  can 
exert  an  important  multiplier  effect  on  their  employees  and  customers, 
fhis  applies 
particularly  to  the  retail  trade,  which  is  in  daily  contact  with  members  of  the  public: 
retailers  can  contribute  directly  to  informing  and  reassuring  consumers  about  the 
changeover to the euro and hence to their acceptance of the new currency. 

to  make  preparations  well  ahead  of 

Banks,  the  accountancy  professions,  chambers  of  commerce  and  trade  associations, 
including  Euro Info Centres and other specialised  networks, will  have a key  role to play 
in  providing  SMEs  with  general  and  technical  information.  Eikewise,  large firms will 
have  special  responsibility  towards  SMEs  among  their  suppliers  and  customers.  This 
will  apply  in particular in all  subcontracting  relationships where the fact that large firms 
have  already  switched  to  the  euro  will  prompt  them  to  encourage  and  assist  their 
subcontractors to follow suit. 

Eastly,  IT service providers, who will  have to respond to the demand  from SMEs, should 
be  urged  to  prepare  themselves  in order to  avoid  bottlenecks  in  2001  and  saturation  of 
demand  which  would  generate extra costs  for user  firms.  Meetings  such as the  Euro IT 
forum  held  in  Brussels on 2 October  1997 with  IT service  providers and their users will 
contribute to that objective. 

22 

The  Commission  will  facilitate  and  develop  relations  initialed  wilh  groups  channelling 
information  to SMEs and  IT service providers. 

4.2.3  Local  and  regional  authorities,  elected  representatives  and  national  and  local 

officials 

Compared  with  the central  administrations,  preparations  are  much  less  advanced  among 
local  and  regional  authorities  and  elected  representatives,  although 
tier  of 
administration  is in a privileged  position  for  communicating  with  the general  public  and 
will  be  called  upon  at  an  early  stage.  Publication  of  the  public  administration's 
changeover  plans  in  all  Member States  should,  by  laying  down  clearly  and  irrevocably 
the  precise conditions  in which  the changeover  is to take place  in each  country,  facilitate 
preparalions  by  elected  representatives  and  local  and  regional  authorities,  which  should 
also be stimulated  by means of a specific  information  and communication  effort. 

this 

National  civil  servants  should  continue  to  be  covered  by  targeted  information  and 
training campaigns on the euro using the administrations'  traditional  tools.  A particularly 
important  training  effort  should  be  undertaken  for  all  officials  who  are  in  direct  contact 
with the public.  Some  Member States have, for example, already  prepared  training  packs 
for  instructors  on  the  switch  to  the  euro.  Civil  servants  should,  in  their  own  area  of 
activity,  have  access  to  and  be  able  to  provide  the  information  which  their  partners 
(businesses,  associations,  members  of  the  public, etc.)  need.  The  same  approach  should 
be taken towards preparing  local  officials. 

The  Commission  will  assist  the  Member Slates  in  developing  the  tools  necessary  for 
achieving this objective. 

4.2.4  EU officials and other staff 

At  the  heart  of  the  machinery  for  the  changeover  lo  the  euro,  European  Commission 
officials  and  other  staff  should  themselves  be  fully  conversant  wilh  the arrangements  for 
introducing  the euro and  its consequences.  This  is all  the  more  necessary  in  the case  of 
officials  in  direct  contact  with  the  public,  who  should  be  able  to  explain  EMU  and  its 
beneficial  effects  to the people they speak lo. 

The Commission  is preparing an  information  plan  for  its own  staff  which  will  use all  the 
tools at its disposal  (information  memos and  booklets, the usual  in-house  communication 
channels  and  especially  its  intranet,  Europa/?///.v).  The  Commission  will  offer  to  extend 
the programme to cover the other Community  institutions. 

The  European Commission  will  undertake  a  special  training  and  information  effort  for 
EU officials  and other  staff. 

4.2.5  The  need  to  open  up  the  communication  and  information  campaign 

to 

non-member countries 

Through  EMU  the  euro  will  emerge  as  the  currency  of  one  of  the  world's  main  trading 
partners.  Now  that  the  credibility  of  Europe's  political  determination  to  create  a  single 
currency  is  no  longer  doubted  anywhere  in  the  world,  the  Commission's  delegations  in 
non-member  countries  are  noting  a  marked  increase  in  interest  in  and  demand  for 

23 

iniormation  on  the  euro.  A communication  initiative  aimed  at  the  rest  of  the  world  is 
Ihcrclore necessary  in order lo dispel  misunderstandings  and give this major  event  its true 
dimension  on the international  monetary  scene. 

Some  Member Slates and  the Commission  have already  launched  information  campaigns 
outside  Europe,  chiefly  aimed  at  the  major  international  financial  centres  (New  York, 
Tokyo, Toronto, Chicago,  Hong Kong, Singapore, etc.).  This work  should  be continued, 
stepped  up and extended to other third-country  targets: 

• 

the applicant countries and the EU's Mediterranean  partners; 

• 

trading  partners  and  businesses  in  non-member  countries  with  preferential  trading 
relations  with  the  Community  (e.g.  association  agreements)  and  also  markets  which 
are potentially  important  for the EU. 

fhis  outward-looking  campaign  should  also  cover  Union  citizens  living  in  non-member 
countries, since not only are such  people entitled  as Europeans to be fully  informed  about 
the  changeover,  but  they  will  also  personally  face  in  their  business  or  private  lives 
questions about  the euro which  they should  be able lo answer  properly. 

The  Commission  will  contribute  lo  the  drive  lo  explain  and  promote  the  euro  in 
non-member  countries,  in  liaison  with  the  Member Stales. 
In  practical  terms,  this 
activity  can  be  developed  through  the  routine  cooperation  that  has  been  established  on 
its  press  and 
the  Commission's  delegations,  and  particularly 
the  spot  between 
information  services, and the Member States' embassies and consulates. 

Upstream, this action  requires  systematic  briefing  and  training  of diplomatic  staff  posted 
abroad. 

The  general  public  (including  certain  specific  groups),  small  and  medium-si/ed 
enterprises,  local  and  regional  authorities  and  elected  representatives,  national 
civil  servants  and  non-member  countries  should  from  now  on  he  the  main  targets 
of  information  campaigns  mounted  hy  the  Commission,  the  Member States  and 
information  multipliers. 

4.3 

The message to he put across 

The  meeting  of  heads  of  national 
in  Brussels  on 
30 October  1997 showed  how difficult  it is to devise tools or messages which can  have a 
similar positive impact  in all Member States.  A few common principles can  nevertheless 
be  identified. 

information  services  held 

24 

4.3.1 

Importance of practical  information 

The euro will  gain  acceptance  among  members of the  public only  if they  are  given  clear 
answers  to  three  basic  questions:  Why?  When?  and  Mow?  Enthusiasm  for  the  single 
currency  can  be  generated  only  if  the  public  at  large  understands,  learns  to  use  and 
embraces  the  euro.  With  that  end  in  view,  the  information  campaign  should  convey 
practical,  precise  messages:  depiction  of  the  euro  in  the  form  of  coins  and  banknotes, 
possibilities  for  and  practical  consequences  of  using  the  euro  in  daily  life  (incomes, 
pensions,  savings,  contracts,  etc.)  and  development  of  a  "feel"  for  prices  in  euros  once 
conversion  rates  have  been  fixed  on  1  January  1999.  This  information  should  be  useful, 
usable and  put lo practical  use. 

Information  disseminated  should  also  be  correct:  inaccurate  iniormation  sometimes 
circulates as a result of unfamiiiarity  with  the subject.  This would create confusion  in the 
minds  of  the  public  and  would  be  detrimental  to  the  entire  changeover  process.  The 
Commission  will  ensure  that  reference  material  is available  lo  all  information  providers 
to enable them  lo check  the reliability  of the information  they disseminate. 

Clearly,  it  will  become  increasingly  simple  lo  issue  practical  information  as  the 
remaining  technical  arrangements  for  introducing  the euro are established  at  Community 
and/or  national  level  (dual  price  displays,  conversion  costs,  duration  of  the  period  in 
which national currencies are withdrawn, conditions in which the euro is used in dealings 
with the public administrations, etc.). 

4 3.2  Dissemination of specific messages for the  "pre-ins " 

Those  Member States which are not on the list of countries  in the first wave drawn  up by 
the  Heads  of  Slate  or  Government  meeting  within  the  Council  in  early  May  1998  will 
have  to  contemplate  preparing  specific  messages  for  their  citizens:  according  lo 
circumstances,  these  messages  could  explain  the  practical  consequences  of  the  country's 
non-participation  in  the  euro  zone,  inform  the  public  about  the  ground  lo  be  made  up 
before  they  can  join  the  countries  in  the  first  wave,  and  provide  information  about  the 
euro.  This  is  because,  quite  apart  from  the  choice  or  possibility  of  adopting  the  euro, 
even  if  a  Member State  does  not  form  part  of  the  first  wave  its  economic  and  trading 
links with  its partners already  in the euro zone  will  involve  its citizens and  businesses  in 
transactions  in euros.  If they  are not to be placed  at a disadvantage,  they  will  have to be 
given factual, practical  information  about the single currency. 

In  any  event,  the  "pre-ins"  will  constitute  a  specific  group  whose  information  needs 
(nature,  volume  of  the  target  audience  and  content  of  messages  on  the  euro)  will  differ 
from  those of the other  Member States. 

4.3.3 

(iauging public  opinion and assessing the impact of the campaign 

The  future  information  and  communication  strategy  for  the  euro  will  have  to  be 
progressive  and  adaptable.  An  effective  action  plan  must  be  backed  up  by  evaluation 
tools  that  can  provide  data  for  assessing  the  calibre  and  impact  of  the  action  taken. 

25 

Assessment  of  the  impact  of  action  already  taken  will  enable  future  action  to  be 
line-luned and  to achieve heller results. 

Past experience has shown how difficult  it is to devise tools or messages on the euro 
which  can  have  the  same  positive  impact  in  all  Mem her States.  A  few  b rond 
common  principles can nevertheless  he identified: 

•  the importance of disseminating practical, concrete  information; 

•  the importance of facilitating acceptance of the euro by the general public; 

•  the need to disseminate highly specific  messages for the "pre-ins"; 

•  the  importance  of  gauging  public  opinion  and  assessing  the  impact  of  action 

taken. 

5. 

INSTRUMENTS AND MEDIA TO BE USED IN HIE COMMUNICATION STRATEGY 

5.1 

Radio and  television 

Radio  and  television  are  essential  tools  in  any  campaign  aimed  at  the  general  public. 
These  media  should  form  an  integral  part  of  all  communication  plans,  and  particularly 
those covered  by a Community joint-financing  agreement.  The  format  of broadcasts and 
advertising  spots  will  of  course  vary  according  to  the  specific  features  of  national 
audiences and the approaches  followed  by public authorities. 

I he Community  could  contemplate  providing  more active support: "Europe  by  Satellite" 
broadcasts  (received  by  nearly  700  television  stations  in  Europe),  organisation  of 
interviews, provision of broadcasting studios, pictures, etc. 

5.2 

Brochures 

Surveys  have  demonstrated  the  public's  steady  interest  in  having  information 
in 
hard-copy  form  (brochures  and  leaflets).  All  the  Member States  which  have  already 
launched  their  communication  plans  intend  lo  use  this  medium,  distributing  brochures 
and  leaflets  through  local  intermediaries  (town  halls,  post  offices,  banks,  etc.)  and/or 
through  inserts in the major  national  or regional  daily and weekly  newspapers.  Owing  to 
the  subsidiarity  considerations  mentioned  earlier,  the  Commission  will  not  produce 
brochures  for  the  general  public  on  a  large  scale,  but  it  will  provide  useful  raw 
information  input  for  multipliers.  It will  assist  all  Member Stales  which  plan  lo  publish 
brochures  for  the  general  public  by  providing  them  with  the  necessary  information  and 
materials. 

5.3 

The Internet, CD-ROMs and diskettes 

Extensive  use  will  be  made  of  modern  methods  of  communication  which  enable 
information  to be disseminated effectively  and often  economically. 

A large  amount  of practical  and  specialised  information  will  be  stored  on  Internet  sites, 
thereby  making  it  widely  available.  The  Quest  database  in  particular,  which  contains 
answers  to  a  host  of  practical,  concrete  questions  frequently  asked  by  members  of  the 

26 

public  i\ml  also  certain  specialised  use~s,  wi!-! also  be accessible.,  noiabiy  w\  iÀv;  Euro m? 
Iniernei si'e. 

Sites  set  up  by  Member States,  central  banks,  the  Commission,  the  European  Monekuv 
Institute  or  private  bodies  should  be  interlinked  so  as  to offer  users  gateways  to  all  the 
information  on the euro available in Europe. 

5.4 

Answering services 

Member States  should  be  encouraged  to  set  up  systems  for  answering,  swiftly  and 
personally,  questions  about  the  euro  asked  by  members  of  the  public  via  special 
telephone  or  fax  numbers,  the  Internet,  the  Minitel,  etc. 
fhe  Commission  could  help 
provide the necessary  information  input  for services of this kind. 

5.5 

Conferences and seminars 

Conferences  and  seminars  are  being  held  in growing  numbers  and  are  now  focusing  on 
technical  topics  of  interest  lo  specialist  audiences.  The  Commission  is contributing  to 
these events, of  which over  I 000 are already  being  held  each  year,  by  sending  officials 
to  give  talks  or  through  speakers  belonging  to  the  (iroup€uro.  The  programmes  for 
visits to Brussels also now usually  include a module on the euro. 

5.6 

Communicating at grass-roots level 

Communicating  at grass-rools  level  is the surest  way of entering  into direct  contact  wilh 
members of" the  public.  Some  Member Stales  have  set  slore  by  this approach  and  have 
organised  travelling  exhibitions  or  "eurobuses"  which  have  proved  extremely  effective 
communication  tools.  Member States  are  encouraged  lo  stimulate  initiatives  of  this 
nature.  In so  far  as  its resources  allow,  the Commission  could  lend  technical  assistance 
to projects  of  this kind.  It will also  look  into the question  of whether euro  observatories 
should  be  set  up  at  local  or  national  level  to  monitor  the  transition  lo  the  euro, 
particularly  with  a  view  to ensuring  that consumers  are  properly  informed,  and  whether 
such observatories can be integrated  into existing Community  networks. 

5.7 

Pilot projects aimed at specific  population  groups 

One of the essential  features of certain specific  population  groups (e.g. blind and  partially 
sighted  persons,  illiterate  people,  the  homeless  or  the  poorest  sections  of  society)  is 
precisely  that  it  is  difficult 
to  communicate  with  them  using  the  traditional  or 
standardised  media.  These groups  too will  have  to be  informed  about  the euro, and  the 
information  will  consequently  have to be distributed  through  innovative  communication 
channels  which  are  tailored  to  their  situation, 
fhe  communication  effort  towards  these 
population  groups  will  involve,  among  other  things,  recourse  to  trusted  intermediaries 
who are close  lo and  familiar  with  the circles concerned  and  have access  to  appropriate 
launch 
information 
preparatory  work,  in liaison  with the Member States, on the special  approach  to be taken 
towards these population  groups, with special  reference  to the messages to be put across, 
the places where communication  activities are to be carried out and the form  they  should 
take. 

tools  or  channels  of  communication. 

fhe  Commission  will 

27 

All  the  available  media  will  have  to  he  used  actively,  with  special  emphasis  on 
radio and television, which  are particularly  effective  tools for  mass  communication 
with  the  general  public. 
Preference  should  also  be  given  to  means  of 
communicating with the public at grass-roots  level. 

6. 

CONCLUSIONS 

Information  and communication  activities on the euro have now been under way  for 
two  years,  taking  a  wide  variety  of  forms  (conferences,  exhibitions,  Internet  sites, 
brochures,  adoption  of  the  euro symbol,  etc.)  and  involving  either  the  Commission, 
with  the support  of the  European  Parliament, or the  Member States or  information 
multipliers.  These activities  have already  borne fruit: 

•  the  certainty  of  the  changeover  to  the  euro  on  1  January  1999  and  the 
irreversibility  of the process leading to monetary  union are now  acknowledged; 

•  the  key  players  who  will  lead  the  way  in  using  the  euro,  namely  financial 
the  necessary 
large  firms  and  administrations,  have  begun 

institutions, 
preparations  in order to be ready to use the euro from  1  January  1999. 

Assessment  of the results of these activities  provides  useful  pointers  for  determining 
the  approach  to  be  taken  by  the  communication  strategy  for  the  euro  in  the  years 
ahead:  importance  of  subsidiarity,  of  information  multipliers  and  of  practical 
information  at grass-roots  level. 

The  period  between  2 May  1998 and  1  January  1999 and,  thereafter,  the  period  up 
to  2001  should  be  used  to  shift  the  information  effort  into  a  higher  gear  at  a  time 
when  the  public  will  be  showing  a  great  deal  of  interest  in  the  euro  and  will  be 
highly  receptive  as  a  result  of  the  institutional  environment.  A  second  wave  of 
major coverage should  be planned  for 2001. 

Fhe  general  public,  small  and  medium-sized  enterprises,  local  and  regional 
authorities  and  elected  representatives,  national  civil  servants  and  non-member 
countries  are the main targets towards which  the information  efforts  undertaken  by 
the  Commission,  the  Member States  and  information  multipliers  should  now  be 
directed. 

Past experience has shown  how  difficult  it is to devise  tools or  messages  on the  euro 
which  are  suited  to  the  cultural  features  and  background  of  different  audiences  in 
all Member States. A few  broad common  principles  can nevertheless  be  identified: 

•  the  importance  of  disseminating  practical,  concrete  information.  This  could 
involve the provision  of training and advice for SMEs  by the Euro Info Centres; 

•  the  importance  of  contributing  to  a  climate  enabling  the  general  public  to 

understand  and accept the euro; 

•  the  importance  of  gauging  public  opinion  and  assessing  the  impact  of  action 

taken. 

28 

As  far as  methods  are  concerned,  communication  on  the euro  should  be guided  by 
the subsidiarity  principle and  managed  through  partnership: 

•  partnership  with  the  Member States  under  tripartite  agreements  between  the 
Member State  concerned,  the  Commission  and  the  European  Parliament  ssnd 
part-financing  agreements,  which  make  it  possible  to  develop  communication 
plans  comprising  messages and  instruments  that arc tailored  to national  cultures 
and  structures; 

•  partnership with  information  multipliers which distribute targeted  information. 

The Commission's  action will, for its part, be organised along the following  lines: 

•  providing  information,  basic  material  and  technical  support  for  multipliers  and 

for specialised  audiences; 

•  taking  part  in  the framing  and  implementation  of  national  communication  plans 
for  the  euro  through  partnership  based  on  the  conclusion  of  part-financing 
agreements with the Member States; 

•  ensuring  that  information  activities  on  the  euro  arc  consistent  across  the 
Community  and  facilitating  contacts  and  exchanges  of  information  between  the 
Member States; 

•  encouraging  and  taking  part  in  cross-border  initiatives  and  information  and 

communication  activities on the euro intended for non-member countries. 

If all  European  citizens are to find,  in their daily  lives, information  which  is in  tune 
with  their concerns, it is essential  that communication  activities should  give  pride of 
place to decentralised  work at grass-roots level. 

Lastly,  all  the  available  media  should  be  used  actively,  with  special  emphasis  on 
radio  and  television  and  the  Internet,  which  are  particularly  effective  tools  for 
large-scale communication  with the general  public. 

ANNEX 2 

FINANCIAL STATEMENT 

30 

F I N A N C I AL 

S T A T E M E NT 

TITLE OF OPERATION 

Information  campaign  -  The  euro,  one  currency  for  Kurope  :  adaptation  of  the 
information  strategy 

BUDGET  HEADING  INVOLVED 

B3-306:  Prince  (Information  programme  for  European  citizens)  -  Information 
activities in conneclion with specific  policies. 

LEGAL BASIS 

Autonomous Commission decision. 

DESCRIPTION  OF OPERATION 

General objectives 

fhe  overall  objectives  of the information  strategy  for the euro are to  prepare 
all  citizens  for  the  changeover  to  Ihe  single  currency  and  lo  stimulate  and 
help economic and  financial  operators  from  the public and  private  sectors  lo 
prepare and  implement  the necessary changeover arrangements. 

Period covered 

The priority  information  campaign on Ihe euro covers the period  19%-2001. 
fhis  communication covers the period  1999-2001  inclusive. 

CLASSIFICATION  OF  EXPENDITURE 

NCE (non-compulsory  expenditure) 

DA (differentiated  appropriations) 

TYPE OF  EXPENDITURE 

Grants  for  part-financing  in  partnership  with  Member Slates  and  civil  society,  and 
service contracts. 

FINANCIAL  IMPACT 

31 

Hascd on the experience of the  first  few  years, the main  expenditure  items are 
the  following: 

-  Partnership wilh  Member States, 
- Information  in third countries, 
- Partnership wilh civil  society, 
- Meetings, debates, conferences, 
- Information  tools, 
- Studies, surveys, 
-  Miscellaneous. 

the  operation 

for 

the  period  1999 

to  2001 

is 

total  cost  of 

The 
LiCU  100 million. 

Prince (ECU  million) 

Past and  present 

future 

1996 

1997 

1998 

1999 

2000 

2001 

Total 

TOTAL 

18.7 

30.8 

30 

38 

32 

30 

100 

Partnerships  with  Member  Stales  take  high  priority.  Until  1997  inclusive,  the 
rule  was  50% part-financing  from  the  1 European  Union  budget.  In  accordance 
wilh  the  subsidiarity  principle,  Member  States  will  now  have  to  become 
gradually  more  involved  in the  funding  of the campaigns,  in  particular  where 
the  aim  is  to  reach  the  general  public.  This  should  prompt  Member  States  to 
continue  stepping  up  the  resources  they  dedicate  to  communication  on  the 
euro. 

the  role,  priorities  and 

The  Community  budget  should,  by  maintaining  the  level  of  funding  reached 
in  1998  (MCI) 21 million),  retain  the  degree  of  influence  necessary  to  ensure 
that 
instruments  of  the  European 
information 
institutions  are  taken  into  account.  This  situation  will,  in  practice,  lead  to  a 
reduction  in the  relative  share of  its involvement  in relation  to the  total  funds 
earmarked  for communication  on the euro by the Member States. 

Information  activities  in  non  first-wave  Member  States  and  third  countries 
will  be  very  limited  in  1998,  owing  to  the  lack  of  funds.  It  will  have  to 
increase  from  1999  onwards,  taking  into  account  the  fact  that,  for  third 
countries,  the  requested  funding  concerns  only  those  countries  not  already 
covered by a Community  programme with an information  component. 

Partnership  with  civil  society  remains  essential  for  cross-border  initiatives 
involving  bodies  such  as  European  trade  associations,  as well  as the  debates, 
meetings and conferences  which will accompany  BMU. 

32 

The  production  of  information  tools  is  practically  halted  in  1998  owing  to 
lack  of  funds.  In  1999  and  beyond,  the  European  institutions  will  have  to 
resume  Ihe  necessary  adaptation  ol  Ihe  basic  information  material.  The  same 
applies  lo surveys, with even  more precise  follow-up  required  in 2001. 

Apart  from 
the  partnerships  with  Member  States,  information  activities 
directly  supported  by  the  Commission  are,  for  the  most  part,  cross-border 
initiatives 

FRAUD  PREVENTION  MEASURES 

All  contracts  will  be  awarded  following  tendering  procedures,  according  to  the 
financial  Regulation  in  force. 

Partnerships  with  the  Member  States are based  on a Memorandum  of  Understanding 
in  which  the  agrcenients  for  part-financing  of  the 
establishing  the  framework 
communication  plans are signed. 

Grants  to  civil  society  will  follow  the  applicable  Commission  rules.  The  current 
revision of these rules will be taken  into account. 

ELEMENTS  OF COST-EFFECTIVENESS  ANALYSIS 

Spécifie  objectives 

To contribute  to a successful  transition  to the single  currency  by  ensuring  the 
availability  of  the  necessary  information  at  the  appropriate  time  and  in  the 
appropriate places. 

From  1 January  1999,  it  will  be  necessary  to  give  priority  lo  fhe  genera! 
public's practical  preparation  for  the changeover,  and  to provide citizens  with 
iniormation  and answers tailored  lo their activities and  needs. 

'fhe  action  directed  towards  the economic  and  financial  sectors  will  also  have 
to be supplemented,  making sure that  it reaches and meets the needs of SMKs. 

To  provide  public  administrations  and  institutions  that  are  in contact  with  the 
public at all  levels - they have an essential  prescriptive  role to play  in this area 
-  with  the  tools and  information  necessary  for  Ihem  lo carry  out  their  task  of 
explanation. 

The European single currency  will have to be explained  and  understood  in the 
rest of the world. 

Target  groups 

-  The  general  public  (and  all  its  component  groups,  in  particular  consumers, 
savers,  pensioners,  those  receiving  social  benefits,  women,  young  people, 
etc.).  Specialised  information  will  also  have  to  be  provided  which  is  tailored 

33 

lo  Ihe  needs  of  more  specillc  target  groups:  Ihe  elderly,  blind  and  partially 
sighted  people, Ihe illiterate, the very  poor, etc; 

-  SMEs  -  in  particular  micro-enterprises,  one-person  businesses,  tradesmen 
and  shopkeepers; 

- regional and  local authorities, elected  representatives and public servants; 

-  third  countries,  including  governmental  and  non-governmental  partners  of 
the European Union, as well as European citizens living outside the EU. 

(•rounds  for the operation 

In  an  area  as  sensitive  and  essential  as  monetary  union,  the  reduction  of 
uncertainties, the awareness of the key players, the acceptance and support  of 
the public at all  stages oflhe  process are all  factors  on  which  the success  of 
the changeover  to the single currency  will  largely  depend. 

Monitoring and evaluation of the operation 

Monitoring and evaluation  oflhe  operation  is based on permanent  instruments 
and external  evaluations. 

The  Eurobarometer  survey,  which  is conducted  regularly,  provides  indicators 
on  public  opinion  and  its evolution  concerning  the  single  currency.  It  should 
be supplemented  by more specific  surveys, depending on the groups targeted. 

Permanent  monitoring  and  evaluation  machinery  has  been  put  in  place  in  all 
the  Member  Slates  with  which  agreements  are  implemented,  fhis  machinery 
involves setting up a monitoring group, the production  of monthly  reports and 
Held evaluation  missions. 

Under  the  partnership  with  civil  society,  each  grant  is  the  subject  of  a 
financial  and  activity  report  by  the  beneficiary,  which  is  subsequently 
evaluated. 

ADMINISTRATIVE  EXPENDITURE 

Effect on the number of posts 

No additional  needs 

Overall financial  impact on human  resources 

No additional  needs 

Increase in other administrative expenditure as a result of the operation 

No additional  needs 

34 

ISSN 0254-1475 

COM(98) 39  final 

DOCUMENTS 

EN 

09  01  16 

Catalogue  number  :  CB-CO-98-050-EN-C 

ISBN  92-78-3072 

Office  lor Official  Publications oflhe  I European Communities 

L-2985  Luxembourg 

#