International Recognition for the Communication Campaign of the Ministry of Finance "Do You See How the World Is Changing?"

The European Union (EU) investment communication campaign "Essential Changes" initiated by the Ministry of Finance reached the finals in the category of influencer/opinion leader campaigns, in the international Baltic communication competition "Mi:t&links. Baltic Communication Awards 2023".

On 10 March, in Riga, the results will show how the communication campaign implemented by the Ministry of Finance, which many remember from the slogan "Do you see how the world is changing?" will be ranked.  

The aim was to improve public opinion about EU investments in Lithuania, their benefits and transparency at all stages of making investments. Only when investments serve people and create visible change do doubts about the transparency of their use begin to melt away. There is more courage to look for opportunities provided by the EU.

It was decided to turn to well-known and respected people in society, to invite them to return to their hometowns, because who else can better see and appreciate the changes.

10 regions, 10 ambassadors and more than 50 objects visited that have been renewed thanks to EU investments – these were the results of the trip through Lithuania. A special video clip was designed for each region. Filming work was entrusted to the film production studio "Wide wings". The films, which differ in their mood, are united by one cinematographic method of filming and the sincerity of the ambassadors captured in them. Everything that did not fit into the clips turned into richly illustrated articles in the lifestyle magazine “Žmonės”, but the project did not end there. It moved into radio. Artist Nomeda Marčėnaitė, basketball player Mantas Kalnietis, writer, journalist Robertas Petrauskas, musician Saulius Urbonavičius-Samas, swimmer Danas Rapšys, businesswoman Vlada Musvydaitė, historian Alfredas Bumblauskas, architect Algirdas Kaušpėdas, singer Marijonas Mikutavičius, and director Vytenis Pauliukaitis presented their hometowns in the project. The whole project is available at www.esminiaipokyciai.lt.

The campaign "Do you see how the world is changing?" managed to achieve excellent quantitative and qualitative results in a year and a half. More than 600,000 people have read texts about the ambassadors in the magazine "Žmonės", the videos have been viewed more than two million times. These quantitative achievements of the campaign are overshadowed by a qualitative change.

According to the data of a representative population survey on EU investments carried out at the end of 2022, public opinion about EU investments has improved significantly. To the question whether EU investments contribute to improving the quality of life, this year 76 % of the society answered positively. This is more than what was planned to be achieved. It is especially nice that trust in EU administrative institutions has increased significantly – from 45 % in 2020, up to 56 % in 2022. This is a figure that far exceeded expectations.

EU structural and investment funds have been changing the country for already 20 years, during which almost EUR 20 billion were used to improve the quality of life of the country's residents.

Integrated advertising agency "Idea prima" together with media planning agency "Dentsu X Lithuania" helped the Ministry of Finance to implement the ambitious project.