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Description
The current context generated by the pandemic, the Russian invasion of Ukraine and the Ukrainian refugees crisis created the opportunity for NGOs to involve in supporting these causes. This led to an improved public image of the civil society in Romania. According to an IRES study released in 2021, the business sector has an increased positive perception about NGOs while the pandemic created the proper conditions for them to benefit of greater cooperation with governmental institutions and an improved public image. This trend should be capitalized where there is an openess coming from local authorities and a potential the private companies to support civil society.
The project called “Improvement of the public image of NGOs from 16 cities from the South-East Region – Closing the gap together!” aims to improve the public image of NGOs among local authorities, educational institutions (pre-academic and academic) and private companies from 16 cities from Constanta, Galati and Tulcea counties, by developing a set of tools, measures and actions implemented during a period of 11 months. This goal will be achieved through: 1. The increase of the understanding of the target groups of the project about NGOs role, importance and impact, throughout the development of a strategic communication campaign for a period of 6 months; 2. The increase of the positive perception among the target groups throughout the development of a guide about specific communication techniques and of an online platform meant to facilitate the relation between the civil society and the target groups of the project.
Implemented under the slogan “Trustworthiness is built in time. Together. Step by Step. Through results”, the campaign involves the dissemination of specific video materials for each target. They will contain customized messages declined from the key messages of the campaign. Their dissemination will take place through Zoom debates between NGOs and each of the target groups of the project
Summary of project results
During the period covered by the final technical report, from May 15, 2023, to April 14, 2024, all 11 activities of the project were implemented.
Project management; Information and communication; Development of the sociological research methodology; Implementation of an integrated research to measure the perception related to NGOs in 16 cities located in the counties of Constanta, Galati, and Tulcea at the beginning of the project among the target audience; Mapping of NGOs in 16 cities located in the counties of Constanta, Galati, and Tulcea; Implementation of an internal analysis process to establish the strengths of NGOs in 16 cities located in the counties of Constanta, Galati, and Tulcea; Development of a strategic communication campaign and a communication plan to increase awareness of the impact of NGOs in the implementation region; Implementation of the strategic communication campaign to increase awareness of the impact of NGOs in the implementation region; Development of a practical guide on the use of specific communication techniques about the three target audiences of the project; Creation of an online platform for NGOs in the intervention region – www.hubongsudest.ro; Dissemination of the opportunity for NGOs in the project intervention area to join the online platform www.hubongsudest.ro.
All these activities contributed to achieving the project''s goal, namely improving the public image of NGOs among local authorities, pre-university and university educational institutions, and private sector companies in 16 cities located in Constanta, Galati, and Tulcea counties, by developing strategic communication measures. The project started from the idea that the slight improvement in the public image currently enjoyed by NGOs needs to be capitalized on, preserved, and even increased.