Referendum campaign Decide the future of Estonia

1
Referendum campaignDecide the future of Estonia

• Hannes Rumm
• European Union Information Secretariat
• State Chancellery of Estonia
• October 10, 2003

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State campaign

• Goals approved by the President, Chairperson of
  the Riigikogu and the Prime minister on May 19
• Referendum turnout at least equal to the last
  election of Riigikogu 58
• To make citizens acknowledge that their
  referendum decision has a historical
  significance.
• To ensure reliability and a good reputation of
  the campaign.

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Principle neutral campaign

• Many CEE governments ran yes-campaigns.
• The President, Chairperson of the Riigikogu and
  the Prime Minister say yes to EU, but they do
  not approve allocating taxpayers money for a
  right answer campaign.
• States advertizing campaign invites citizens to
  participate on the referendum. The leaders
  express their support to EU in mass media and
  public meetings.

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Support to EU and the government
Support rather support
against rather against
Cannot say
Government (average)
YES-
campaigns
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begin
Juhan Parts
Center Party
government starts
says no to EU
5
President,
Chair of Parlament
Scandal about campaign
4
Estonia and EU
and Prime Minister
ads by the Chamber of
end negotiations
say YES
Commerce Is Russia a friend?
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18.09-25.09
02.10-09.10
16.10-23.10
30.10-06.11
13.11-20.11
27.11-04.12
11.12-18.12
08.01-15.01
22.01-29.01
05.02-12.02
18.02-24.02
05.03-12.03
19.03-26.03
02.04-09.04
16.04-23.04
30.04-07.05
14.05-21.05
28.05-04.06
11.06-18.06
25.06-02.07
23.07-30.07
06.08-13.08
20.08-27.08
03.09-09.09
2003
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Forecasts and the voting result
Would you participate at the referendum on
Estonian EU membership?
Referendum result 67 YES 33 NO
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Estonian peculiarities

• The government did not run a yes campaign.
• The state campaign was supported by private
  enterprizes. This made the campaign
  cost-effective and provided opportunities for
  using innovative information channels.
• Important role of non-governmental yes and no
  campaigns.
• Intense public debate in mass media.

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Who ran campaigns in Estonia?
Campaign budgets (million EEK)
Total EEK 17 million, out of which state
information campaign EEK 5,4 million
100
0,7
European Movement
90
2 - 3
Political parties
80
2
70
Chamber of Commerce and Industry
60
5
50
EC delegation in Estonia
40
EUIS magazine and media projects
2,7
30
20
EUIS advertizing campaign
2,7
10
1,5
No to EU Own State
0
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State campaign

• How was it administered?
• The work meetings of the President, Chairperson
  of the Riigikogu, and Prime minister
• 7-member working team representatives of the
  President (Erki Holmberg), Riigikogu (Tõnu
  Kaljumäe) and Prime minister (Kristi Liiva)
  Alar Streimann from the Foreign ministry, Henrik
  Hololei from the ELS, Hannes Rumm from the ELIS
  and Katrin Jaakson from the Ministry of Finance.
• Advertising company Saatchi Saatchi and PR
  company Hill Knowlton (organised a national
  private pension scheme presentation last year)
  contracted for EEK 1,99 million

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Decide the future of Estonia!

• May - June
• Campaign started on June 25 with a joint
  statement by the Top Three
• Distribution of 150 000 stickers with referendum
  date in post offices, banks, filling stations,
  etc.

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Decide the future of Estonia!

• August
• TV fillers 4.-31.8 ETV, Kanal 2, TV3 TV ads
  of free EU information telephone service 4.-24.8
  ETV, TV3
• Radio ads
• Posters in public transport in Tallinn free of
  charge, estimated 4 million contacts
• Outdoors in Tallinn free of charge
• Distribution of information materials in Sebe bus
  stations free of charge
• Internet banners

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Decide the future of Estonia!

• September
• TV ads with celebrities
• Ads in national dailies and regional newspapers
• Hansapank and Ühispank provided ATM ads for free
  estimated 275 000 contacts
• Cell info displays for EMT and Radiolinja mobile
  phone clients free of charge

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Effectiveness of TV ads

• TV fillers reached 92,9 of the target audience
  Estonains over 18 years of age
• Average frequency of viewing 18,5
• Estimated price list cost EEK 2,6 million

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Decide the future of Estonia!

• In its service stations, Eesti Statoil arranged
  the distribution of stickers, posters, and
  flyers
• Nearly 50 000 stickers distributed in 42 stations
• 11 000 posters in stations, estimated 400 000
  contacts
• Statoil does not usually provide advertizing
  space, therefore the price is not measured
• Company represetative Our co-operation was
  unique and hopefully we succeeded in providing
  direct contacts with our clients.

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Other EUIS information projects

• EEK 2,1 million project tender for NGOs in
  co-operation with Open Estonian Foundation EUIS
  provided EEK 1,1 million, out of which EEK 0,5
  million for yes campaigns and EEK 0,5 million
  for no campaigns
• Magazine Eesti Otsus (Estonian Decision) mailed
  to every household 410 000 copies in Estonian,
  80 000 copies in Russian, total cost EEK 1,4
  million (incl. Phare support 0,4 million)

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Phare support

• Phare programme supported
• Four TV documentaries about accession
  negotiations Post factum EEK 590 000 (ETV,
  May)
• Seven talk-shows hosted by Urmas Ott EEK 640
  000 (ETV, August)
• Five documentaries about acceeding countries
  EEK 450 000 (Kanal 2, September)

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Thank you!