REPORT FROM THE COMMISSION TO THE EUROPEAN PARLIAMENT AND THE COUNCIL on the implementation of Article 45 of Regulation (EU) No 1306/2013 of the European Parliament and of the Council on information measures relating to the common agricultural policy
Date: 2016-02-23
Institutions: Directorate-General for Agriculture and Rural Development, European Commission
Subjects: EU financing, EU initiative, action programme, co-financing, common agricultural policy, dissemination of EU information, public awareness campaign

EUROPEAN 
COMMISSION 

Brussels, 23.2.2016  
COM(2016) 83 final 

REPORT FROM THE COMMISSION TO THE EUROPEAN PARLIAMENT AND 
THE COUNCIL 

on the implementation of Article 45 of Regulation (EU) No 1306/2013 of the European 
Parliament and of the Council on information measures relating to the common 
agricultural policy 

{SWD(2016) 37 final} 

EN 

   EN 

 
 
 
 
  
 
I. 

INTRODUCTION 

This  report  concerns  the  implementation  of  information  measures  relating  to  the  common 
agricultural  policy  (CAP)  for  2013  and  2014.  Until  1  January  2014,  the  legal  basis  was 
Council Regulation (EC) No 814/2000 of 17 April 2000 on information measures relating to 
the  common  agricultural  policy1.  This  legal  basis  changed  with  the  entry  into  force  of 
Regulation  (EU)  No  1306/2013  of  the  European  Parliament  and  of  the  Council  of 
17 December 2013 on the financing, management and monitoring of the common agricultural 
policy  and  repealing  Council  Regulations  (EEC)  No  352/78,  (EC)  No  165/94,  (EC) 
No 2799/98, (EC) No  814/2000, (EC)  No 1290/2005  and (EC) No 485/20082.  Article 45 of 
Regulation (EU) No 1306/2013 now includes the reference to information measures related to 
the CAP previously covered by Regulation (EC) No 814/2000. 

The objectives of the information measures as defined in Regulation (EC) No 814/2000 were 

-  helping to explain the CAP as well as to implement and develop it 
-  promoting the European model of agriculture and helping people to understand it  
-  providing information for farmers and others living in rural areas 
- 
raising public awareness of the issues and objectives of the CAP 

Article  45(1)  first  subparagraph  of  Regulation  (EU)  No  1306/2013  states  that  information 
financed  "shall  aim,  in  particular,  to  help  explain,  implement  and  develop  the  CAP  and  to 
raise  public  awareness  of  its  content  and  objectives  to  reinstate  consumer  confidence 
following crises through information campaigns, to inform farmers and other parties active in 
rural  areas  and  to  promote  the  European  model  of  agriculture,  as  well  as  to  help  citizens 
understand it. Article 45(2) last subparagraph states that these measures "shall also contribute 
to the corporate communication of the Union's political priorities in so far as those priorities 
are related to the general objectives of this Regulation". 

Information measures financed fall into two main categories: 

-  Those  submitted  by  third  party  organisations  for  co-financing  under  the  European 

Agricultural Guarantee Fund - EAGF (grants); 

-  Those  at  the  initiative  of  the  Commission  and  financed  at  a  rate  of  100%  under  the 
European Agricultural Guarantee Fund - EAGF (direct actions/public procurement). 

According  to  Article  45(5)  of  Regulation  (EU)  No  1306/2013  and  Article  8  of  Regulation 
(EC)  No  814/2000,  a  report  on  the  implementation  of  the  information  measures  under  the 
Regulation  shall  be  presented  to  the  European  Parliament  and  the  Council  every  two  years. 
This is the sixth such report3. 

The  information  measures  implemented  during  the  reporting  period  were  furthermore  based 
on  an  "External  communication  strategy  for  the  CAP  2010-2015"  of  DG  Agriculture  and 
Rural  Development (DG AGRI) which was agreed in 2010, and were implemented through 
annual action plans, setting out the information measures to be developed during the year. 

1 Official Journal of the European Union, OJ L 100, 20.4.2000, p. 7. 
2 Official Journal of the European Union, OJ L 347, 20.12.2013, p. 549.  
3 COM (2003) 235 final of 8.5.2003; COM (2007) 324 final of 13.6.2007; COM (2009) 237 final of 20.5.2009; 
COM (2011) 294 final of 25.5.2011; COM(2013) 645 final of 29.9.2013. 

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II. 

BUDGET 

The budget made available for information measures under budget line 05 08 06, originally 
foreseen in the financing decision, was EUR 8 million in 2013, and EUR 11 million in 2014 
(including  the  contribution  of  DG  AGRI  to  the  Commission's  corporate  communication 
campaign "EU: working  for  you").  The provisional  breakdown  between public procurement 
(actions  taken  at  the  initiative  of  the  Commission)  and  grants  (co-financed  actions)  was  as 
follows: 

2013: public procurement (5.5 million EUR) (68.25%) – Grants (2.5 million EUR) (31.25%) 
2014: public procurement (5 million EUR) 45.6% – Grants (3 million EUR) 27.3% – co-
delegated to DG Communication (DG COMM) for the corporate communication campaign 
(3 million EUR) 27.3%. 

Execution of the 2013 measures reached 99% in terms of commitments and 88% in terms of 
payments.  

Execution  of  the  2014  measures  reached  98%  in  terms  of  commitments.  The  figures  for 
payments  on  2014  measures  were  not  yet  finalised  at  the  time  of  drafting  this  report  as 
payments could still be made until 31 December 2015. 

III. 

 1. 

BREAKDOWN OF  ACTIONS FINANCED 

Grants (co-financed information measures taken at the initiative of third party 
organisations) 

The  Regulation  (EU)  No  1306/2013  envisages  two  types  of  measures  to  be  funded  through 
grants,  specific  information  measures  and  annual  work  programmes.  A  specific  information 
measure means information events limited in time and space and implemented on the basis of 
a  single  budget.  An  annual  work  programme  is  a  set  of  two  to  five  specific  information 
measures. For 20134 and 20145, it was decided (as in previous years) to retain only specific 
information  measures  for  co-financing,  with  the  aim  of  simplifying  the  grants  scheme  and 
ensuring coherence between the different communication actions. 

Calls for proposals for co-financed actions in 2013 and 2014  targeted the general public with 
particular attention to young people in urban areas; and rural actors for whom actions 
focused on more specific issues, in particular as regards the implementation of new measures 
introduced by the CAP reform such as greening, and compulsory measures for young farmers. 

The  maximum  financing  rate  for  the  measures  referred  to  above  is  50%  of  eligible  costs. 
However,  under  Article  2  of  Council  Regulation  (EC)  No  814/2000,  there  was  provision  to  
increase the rate up to 75% in exceptional cases, as specified in the implementing regulation6, 
and defined in the call for proposals.  

Under  the  2013  call  for  proposals,  14  specific  information  measures  were  co-financed  at  a 
the  Commission  was  between 
50%  rate.  The  amount  of  grants  requested  from 
EUR 100.500,00  and  EUR 341.659,00.  Under  the  2014  call  for  proposals,  13  specific 
information  measures  were  co-financed;  these  included  three  actions  co-financed  at  a  75% 
rate as they met the conditions defined in the call for proposals for information measures of 
exceptional interest. For 2014, this meant the action was implemented in at least 3 Member 

4 Call for proposals for 2013, Official Journal of the European Union, 2012/ C 223/4 of 27.7.2012. 
5 Call for proposals for 2014, Official Journal of the European Union, 2013/ C 264/9 of 13.9.2013.  
6  Commission  Regulation  (EC)  No  2208/2002  of  12  December  2002  laying  down  detailed  rules  for  applying 
Council  Regulation  (EC)  No  814/2000  on  information  mesures  relating  to  the  common  agricultural  policy. 
Official Journal of the European Union OJ L 337,13.12.2002, p. 21-23.  

3 

 
 
                                                 
States of the EU, it was proposed by an established network at European level or it had as an 
objective  setting  up  and/or  developing  such  a  European  network,  and  the  action  included  a 
dissemination  plan  capable  of  reaching  a  minimum  of  5%  of  the  target  public  of  the  action 
(general  public  and/or  rural  actors)  in  each  Member  State.  The  amount  of  grants  requested 
from  the  Commission  was  between  EUR 133.397,00  and  EUR 374.119,00.  Thus  a  total  of 
27 information  measures  were  co-financed  during  the  reporting  period  2013-2014. 
Grants  were  awarded  mainly  for 
information  campaigns,  audio-visual  productions, 
conferences,  seminars,  projects  aimed  at  informing  schoolchildren  about  the  CAP  and  tools 
and workshops for stakeholders.  

Table 1 shows grants beneficiaries by type.  

 Table 1 

As in the past, socio-professional organisations active in agriculture and rural development at 
national  level  (often  members  of  EU  level  bodies)  figured  prominently  among  the  lists  of 
beneficiaries.  However,  due  to  the  fact  that  the  calls  for  proposals  2013  and  2014  targeted 
more audiovisual projects, three media organisations – especially from the audio-visual sector 
–  qualified  for  grants  for  multinational  actions.  The  Commission  Staff  Working  Document 
accompanying this report gives more detailed information on the grants awarded during the 
reporting period7. 

Applications were assessed in the light of rigorous eligibility, exclusion, selection and award 
criteria as laid down in the call for proposals. This was in line with the Financial Regulation8 
and reflected the Commission's aim to achieve equal treatment and fair competition between 
applicants. 

Table 2 gives an overview of the number of successful applications per Member State. In 
the reporting period, five out of a total of 27 successful grant applications were received from 
the  new  Member  States.  Furthermore,  there  continued  to  be  a  high  level  of  interest  from 
southern  EU  Member  States.  Five  successful  applications  were  submitted  by  EU  level 
organisations. 

7 More detailed information on grants are to be found also on the Europa website: 
           http://ec.europa.eu/agriculture/grants-for-information-measures/index_en.htm 
8 Regulation (EU, Euratom) No 966/2012 of the European Parliament and of the Council of 25 October 2012 on 
the financial rules applicable to the general budget of the Union and repealing Council Regulation (EC, Euratom) 
No 1605/2002 (OJ L 298, 26.10.2012, p. 1). 

4 

 
 
 
                                                 
 
Table 2 

Successful applications per Member State (incl. EU level organisations) 

It  is  important  to  emphasise  that,  as  in  the  past,  a  considerable  number  of  co-financed 
information measures reached a wider audience beyond the immediate participants, thanks to 
the multiplier effect of the specialised press and audio-visual media, as well as increased use 
of the internet and social networks as dissemination tools. 

2. 

Direct actions/public procurement (information measures taken at the initiative 
of the Commission) 

In  the  reporting  period,  as  in  previous  years,  an  important  number  of  information  measures 
were  carried  out  at  the  initiative  of  the  Commission.  These  were  mainly  implemented  with 
external  technical  assistance.  66%  of  the  budget  was  allocated  for  these  measures  in  the 
period 2013-2014. 

Within  this  budget,  information  measures  on  networking  activities  with  journalists  (media 
networking) and stakeholders (stakeholder networking) were implemented. These measures 
followed  the  objective  of  creating  further  synergies  among  different  communicators  in  the 
sector and of multiplying the impact of the information measures carried out by DG AGRI, in 
particular  as  regards  the  reformed  CAP.  Indeed,  DG  AGRI  focused  its  direct  information 
measures on the general public in the reporting period with the launch and implementation 
of a communication campaign on the reformed CAP under the signature "Europe's Common 
Agricultural Policy: Taking care of our roots". Other information measures in 2013 and 2014 
concerned  regular  horizontal  communication  activities  such  as  the  organisation  of  CAP 
related  briefings,  presentations  for  visitor  groups  and  the  organisation  of  the  European 
Commission's presence at EXPO Milan which took place from May to October 2015. In 2014, 
DG  AGRI  participated  also  in  a  corporate  communication  pilot  campaign,  led  by  DG 
Communication, with  a  view  to  effectively  highlighting  the  role  and  contribution  of 
agriculture  in  people's  everyday  lives,  and  the  relevance  of  the  CAP  for  the  EU  citizen, 
including for growth and jobs. The campaign was launched in 2014 ("EU: Working for you") 
and continued until mid-2015. Through mainstream media, it showed the EU's added value in 
a tangible and lively way, reaching citizens directly. The campaign is part of a general effort 
to deliver a clearer message about how the EU, through its programmes and policies, helps to 
achieve economic growth and create jobs. 

5 

 
 
 
 
The  Commission  Staff  Working  Document  provides  more  detail  on  these  information 
measures, including the respective costs. 

a) Media networking 2013-2014 

In 2011, The Ag-Press.eu network was launched for European journalists with an interest in 
agriculture and rural development and has, since then, used the Ag-Press e-platform, a weekly 
newsletter  and  regular  events,  to  maintain  and  service  the  network.  Events  comprised  press 
trips  on  CAP  related  themes  in  different  Member  States,  study  trips  to  Brussels  including 
visits to the press services of the European Parliament, the Council and the Commission and a 
half  day  of  farm  visits,  and  finally  the  "Ag-Press  Annual  Network  Event"  with  the 
participation of the Commissioner for Agriculture and Rural Development.  

These  tools  have  helped  to  maintain  and  strengthen  the  network  which  had  -  during  this 
period  -  around  900  active  members.  In  2013,  seven  press  trips  and  three  study  trips  were 
carried out; in 2014, six press trips and three study trips were organised. This was  particularly 
useful in promoting understanding of the 2013 CAP reform and the implementation options 
open  to  Member  States.  On  average,  subsequently,  participating  journalists  produce  1-3 
published  articles  each,  with  the  actual  number  being  higher  when  counting  on-line 
publications, social media posting of the printed publications, radio or TV. 
An external evaluation carried out in 20149 concluded that the material gathered by DG AGRI 
is  sufficient  to  estimate  that,  for  example,  through  the  involvement  of  one  agricultural 
journalist on a field trip, DG AGRI reaches at least 10 000 readers. It is furthermore observed 
that journalists who attended an event have also  become frequent users of the DG AGRI on-
line and social media tools. 

The aims of this long-term project are to encourage journalists to cover agricultural issues, to 
increase coverage of EU level and CAP related information in the national agricultural press, 
and  to  increase  journalists’  knowledge  about  agriculture  and  the  CAP  by  inviting  them  on 
trips where they learn from DG AGRI, the farmers and from each other. By end 2014, there 
were some 1000 registered members on the Ag-Press platform.  

In  addition,  DG  AGRI's  social  media  tools  have  developed  successfully  over  the  years.  A 
corporate Twitter account was launched in November 2014 to complete the already existing 
Facebook page and replacing the previously used Twitter account (in the name of DG AGRI 
Spokesman).   

b) Stakeholder networking 2013-2014 

Similar  to  the  media  networking,  the  stakeholder  networking  activities  have  to  be 
considered  also  as  a  long  term  investment  with  the  overall  objective  to  multiply 
communication  initiatives  related  to  the  CAP.  During  the  reporting  period,  DG  AGRI 
launched  and  further  developed  the  website  "CAP  Communication  Network"  to  provide 
stakeholders  active  in  the  field  of  communicating  about  agriculture,  food  and  rural 
development  with  tools  so  that  they  could  showcase  their  communication  initiatives  and  
exchange on best-practice.  

A  key  networking  tool  in  these  activities  was  the  organisation  of  the  CAP  Communication 
Awards  competition.  Other  actions  included  the  organisation  of  targeted  networking  events 
and an "Annual CAP Communication Event" to bring together stakeholder representatives to 
encourage exchange of best-practice. Internal evaluation reports documented a very positive 
feedback  from  stakeholders  regarding  these  initiatives.  The  CAP  Communication  Awards 

9 http://ec.europa.eu/agriculture/evaluation/market-and-income-reports/information-policy-2015_en.htm 

6 

 
 
                                                 
 
competition  received  118  applications  in  2013  and  148  applications  in  2014  from  all  EU 
Member  States.  In  the  months  leading  up  to  the  2014  Annual  Communication  Networking 
Event,  more  than  20.000  stakeholder  visits  were  recorded  on  the  CAP  Communication 
Network website. 

As  regards  communication  activities  with  stakeholders,  the  organisation  of  conferences 
provided  an  important  forum  for  dialogue  and  consultation  with  stakeholders  on  specific 
aspects of the CAP. This included conferences on family farming and the EU dairy sector in 
2013.  In  2014,  for  the  first  time,  a  conference  on  the  prospects  for  EU  agricultural  markets 
took place; it is envisaged this will  become an annual event to encourage a broad exchange of 
views  among  stakeholders  on  the  market  outlook,  including  the  political  framework  and 
uncertainties surrounding market developments. 

c) General public activities 2013-2014 

The main focus of communication activities during 2013 and 2014 was the implementation of 
the  communication  campaign  "Europe's  Common  Agricultural  Policy:  Taking  care  of 
our  roots".  The  launch  of  this  campaign  was  directly  linked  to  the  agreement  on  the  2013 
reform of the CAP. 

The orientation of this campaign reflected the findings of a number of Eurobarometer surveys 
on agriculture and the CAP in recent years: the guiding principles and aims of the CAP are 
supported  by  a  majority  of  people  but  many  of  them  are  unaware  of  the  policy  itself. 
Therefore  the  campaign  aimed  to  raise  awareness  of  the  CAP  and  show  that  it  addresses 
citizens' concerns.  

The campaign promoted among the broader public, in particular younger urban dwellers, the 
importance  of  sustainable  farming,  not  only  for  the  supply  of  healthy  food  but  also  for  the 
environment,  the  countryside  and  the  economy.  The  channels  of  communication  used 
included  online  promotion  and  publications,  promotional  and  audio-visual  material  for 
websites,  TV  and  cinemas  as  well  as  targeted  activities  at  events  organised  for  the  general 
public in different Member States. 

To ensure the highest possible cost-efficiency, it was decided to run the cinema campaign in 
the  EU-15  and  the  TV  campaign  in  the  EU-13.  The  cinema  campaign  reached 
10.300.385 people, the TV campaign 24.296.390 people. The online campaign was promoted 
across  all  Member  States,  and  generated  a  further  68.395.019  Ad  Impressions  and 
241.320 effective clicks. The campaign furthermore included the design and development of 
an  educational  pack  for  school  children,  and  a  toolkit  to  facilitate  farmers  to  encourage 
members  of  the  public  to  visit  their  farm  (open  farms).  Both  information  measures  are  still 
being developed. 

As part of the communication activities linked to the reformed CAP, DG AGRI also organised 
its  "Green  Team"  operation  which  consisted  of  DG  AGRI  senior  officials  providing 
technical  briefings  to  stakeholders  and  journalists  in  the  Member  States  about  the  different 
aspects of the reform. When the political agreement was reached in June 2013, nine Member 
States were visited by "Green  Team" officials from  DG  AGRI. A  second  wave  of  visits  was 
launched  in  November  2013  to  cover  the  remaining  18  Member  States.  Six  Green  Team 
Ambassadors (Team Leaders) and 14 advisors travelled to eight Member States from November 
2013  to  April  2014  to  present  and  explain  in  depth  the  newly  reformed  CAP  to  stakeholders 
including farmers, public authorities and other bodies. The Green Team Ambassadors helped to 
convey the messages of the newly reformed CAP taking into account also the  national context. 

In    2014  also,  DG  AGRI  deepened  it  cooperation  with  other  Commission  departments,    for 
example,  working  closely  with  DG  Health  and  Food  Safety  (DG  SANTE)  in  organising  a 

7 

 
 
common  stand  at  large  scale  agricultural  fairs  such  as  "Grüne  Woche"  in  Berlin,  the 
"Salon  de  l'Agriculture"  in  Paris  and  "Salone  del  Gusto"  in  Turin.  This  cooperation  helped 
provide the general public with a more coherent image of the European Commission, under 
the  theme  "From  farm  to  fork".  It  resulted  in  improved  efficiency  in  the  deployment  of  
human and financial resources used to represent the Commission at these important fairs. 

d) Horizontal communication activities 

Publications  

In  the  reporting  period,  publications  continued  to  reflect  the  legislative  programme.  This 
included  texts  concerning  the  farm  accountancy  data  network  (FADN),  the  forestry  policy, 
young  farmers,  the monitoring and evaluation  framework  of  the  CAP,  etc. The publications 
were widely distributed via the representations of the European Commission in the Member 
States,  the  European  Documentation  Centres  as  well  as  during  some  fairs  and  other  public 
events where DG AGRI was present. 

 Website and Audio-visual 

In addition to the online activities within the above mentioned projects, DG AGRI continued 
devoting resources to the Europa website "Agriculture and Rural Development", notably as an 
important  source  of  specialist  information  on  the  CAP  and  rural  development,  as  well  as  to 
social  media  accounts  and  the  Commissioner's  website  (until  1/11/2014  when  DG  COMM 
took over all Commissioners' websites).  

The  switch-over  to  a  completely  new  web  presence  (new  corporate  design,  user-centred 
approach, new web content management system, streamlined and updated content, all in line 
with the Commission's Digital Transformation initiative) is currently under way. 

In addition, a Video News Release (VNR) was produced in June 2013 on the occasion of the 
political  agreement  on  the  CAP  reform.  This  VNR  showcased  the  diversity  of  European 
agriculture  while  explaining  the  CAP  and  giving  concrete  examples  from  four  different 
Member States of how the policy brings practical benefits. 

Opinion polls 

In  May  2013,  a  special  Eurobarometer  survey  was  carried  out  to  monitor  and  evaluate  the 
opinion  of  citizens  on  the  CAP  and  related  issues.  The  survey  was  carried  out  in  all  EU 
Member States based on responses of 28.000 citizens. The objective was to continue tracking 
EU public opinion on a range of issues relevant to the Commission's work in this field with a 
view to better target the Commission's communication actions in relation with the EU's major 
policies, including the CAP. 

Visits 

In  the  reporting  period,  DG  AGRI  continued  to  receive  groups  of  visitors,  comprising 
principally  farmers,  farmers'  representatives,  students,  regional  and  local  representatives, 
journalists and academics. The purpose of the visits was to explain and deepen understanding 
of the CAP, including rural development, and the rationale for its reform. In total, 220 visitor 
groups (comprising  4919 individual persons) were hosted in the DG AGRI premises during 
2013 and 2014. 

EXPO Milano 

Preparatory work for the European Commission's presence at the world EXPO 2015 in Milan, 
under the theme "Feeding the Planet, Energy for Life", started in early 2013, and continued in 
2014, with DG AGRI taking a lead role in communicating themes related to the CAP to an 
expected 500.000 visitors to the pavilion of the European Commission. The preparatory work 

8 

 
 
consisted mainly in the production of video animations for the general public as well as in the 
preparation  of  more  than  20  targeted  events  for  stakeholders  and  the  general  public  during 
EXPO's duration from May to October 2015. 

IV. 

THE PROPORTION OF SPENDING (COMMITTMENTS AND PAYMENTS)   
BETWEEN  CO-FINANCED  ACTIONS  AT  THE  INITIATIVE  OF  THIRD 
PARTIES (GRANTS) AND INFORMATION ACTIONS AT THE INITIATIVE 
OF THE COMMISSION (PUBLIC PROCUREMENT)10

2013 

2014 

Grants 

Public 
procurement 

Total 

Grants 

Public 
procurement 

Total 

2.500.000 
2.423.345 

5.500.000 
5.531.484 

8.000.000 
7.954.830 

3.000.000 

3.062.075 

5.000.000 
4.740.020 

8.000.000 
7.802.095 

97% 

110% 

99% 

102% 

95% 

98% 

2.035.614 

4.974.298 

7.009.912 

84% 

90% 

88% 

(*) 

(*) 

(*) 

(*) 

(*) 

(*) 

Initial foreseen 
budget  

Commitments 
in EUR 

% of 
commitment 

Payments (**) 
in EUR 

% of 
disbursement 
vs commitment 

(*) Figures not yet available at the time of drafting this report – most of the actions were not paid yet. 
(**) The payments mentioned in the table do not only represent the execution of the year N, but regroup the payments made 
in years N and N+1 in the commitments of year N. 

Payments  are  generally  lower  than  the  amounts  originally  committed.  In  the  case  of  grants, 
this can be explained by the fact that final costs of the actions are lower than initially foreseen 
by the beneficiary, and secondly, because not all expenses declared by the beneficiaries can 
be considered as eligible. In the case of actions taken at the initiative of the Commission, the 
difference  between  payments  and  commitments  is  smaller.  This  arises  from  the  fact  that, 
while commitments are fixed, actual expenditure is less than that foreseen due to savings and 
the use of more cost-effective measures during implementation. 

V. 

CONCLUSION 

The  information  measures  carried  out  by  DG  AGRI  during  the  reporting  period  2013-2014 
followed the objectives laid down in Article 45 of Regulation (EU) No 1306/2013 as regards 
communication  and  information  measures  in  relation  to  the  CAP,  as  well  as  the  "External 
communication  strategy  for  the  CAP  2010-2015"  through  the  annual  action  plans  for  2013 
and 2014. The measures targeted specific groups and transmitted key messages with a main 
focus on younger urban audiences as regards the general public; and, rural actors as regards 
specific issues, in particular in relation to the new measures introduced by the CAP reform, 
and  on  multipliers  such  as  media  representatives  and  stakeholder  organisations.  In  carrying 

10 EUR 3.000.000 for Corporate Communication activities managed by DG COMM not included in this table 

9 

 
 
  
 
 
 
 
 
 
 
 
 
 
                                                 
out these information measures, efforts were further  reinforced to promote stronger synergies 
between the information measures of the DG AGRI, other DGs of the European Commission, 
partners in civil society, with national ministries and journalists as multipliers.  

For  future  information  measures,  a  new  strategy  covering  the  period  2016-2020  is  being 
elaborated  in  the  light  of  the  results  and  recommendations  of  the  evaluation  of  the  overall 
communication  activities  conducted  by  DG  AGRI  for  the  period  2010-2014  (published  in 
June 201511). 

11 http://ec.europa.eu/agriculture/evaluation/market-and-income-reports/information-policy-2015_en.htm 

10