At a glance

  • Country:
    China
  • Sector:
  • SDG Impact: 17
  • Client: EU
  • Start date: 02/2023
  • End date: 02/2024
  • Duration:
    month(s)
  • Budget: 700.000 €
  • Type:
    TA

WHY

The relationship between China and the EU is a complicated one. This project aims a smoothing over the instability on a people-to-people level, making the Chinese public more aware of the EU is and stands for.

WHAT

The project contributs to show a united picture of the EU towards target audiences and increased the likeability of the EU. There is a need to keep a line of communication open, literature, art, environmental protection and culture are neutral yet conducive fields for China and the European Union to create a positive attitude towards each other. 

HOW

We delivered a comprehensive strategy that was designed to bring together the EU and China at all levels, employing a top down approach and a bottom-up approach. With extensive cultural campaigns and climate related activities, we utilized a complex communication approach that disseminated information and explained to the Chinese public the EU policies and actions through a variety of channels and innovative tools. 

RESULTS / ACHIEVEMENTS

With ‘KeystoEurope 解码欧洲’, the brand identity tool for the EU public diplomacy efforts, the EU has created a significant impact on multiple social media platform with over 85 million impressions. In 3 years, the project has reached millions of views on 6 Chinese social media platforms. It organized 11 events with over 6600 participants and 37 communication campaigns that reached over 180 million views. It mobilized 66 influencers and 163 reporters/editors.

HIGHLIGHTS

The flagship cultural event "EU-China Literary Festival" was run for 3 editions, invited 120 authors from China and the EU and reached 44 million views. 

VISIBILITY