Topelt ei maksa maksta Finnish-Estonian communication campaign Monika Toiger, Social Insurance Board, Estonia Marjaana Lundqvist, Finnish Center for Pensions, Finland
Dicussions How to bring necessary information on EU rules and rights closer to the citizens? How to inform our common clients about EU social security issues?
Legal background Art.3. point 1, IR: Member States shall ensure that the necessary information is made available to the persons concerned in order to inform them of the changes introduced by the basic Regulation and by the implementing Regulation to enable them to assert their rights.
Legal background EU rules on coordination of social security systems ensure that citizens will not lose their social security rights when choosing to move within the EU.
Legal background Double insurance When moving within the EU, Iceland, Liechtenstein, Norway or Switzerland, person will always be subject to the legislation of only one country.
Thousands of workers and their family members are crossing the border every week. The basic right - freedom to move; wage differences; better job opportunities; lack of labour forces; well developed cross-border transport connections; good knowledge of the language; family situation etc.
Positive factors strong network of cross-border cooperation; high professional competence; exchange of best practices etc
Challenges coordination rules are complicated; legislation is difficult to understand; different social security and taxation laws; complicated to clarify the rules if the situation of the worker differs from the standard situation etc.
Marjaana told me that she has the idea about the campaign. We had several meetings where we discussed the main ideas of the campaign
Our aim was that people would be really aware of their social security rights (benefits, pensions etc) and obligations.
How to find the right target group? How to find the right information? How to say this in very easy language?
Target group Estonians planning to begin to work in Finland. Estonian employees and self-employed persons working in both Finland and Estonia. Estonian employees and self-employed persons working only in Finland. Typically 20-40 years old.
Information to share information on pension insurance to prevent double insurance; to call for positive attention towards social security and earnings-related pension insurance.
The messages When you work abroad, take proper care of your social security. Do not pay too much avoid double insurance. Topelt ei maksa maksta The earnings-related pension is your right and part of your wage and salary.
Communication different web sources: homepage (www.topeltmaksud.ee) Facebook (Pension Soomest) etc Bring information to where our target group is : (harbor etc), events (Töömess etc).
To ensure that citizens who are not familiar with the web are not left out from the provision of information. Radio channels Leaflets etc Special e-mail addresses etc
Important to be aware that journalists look mainly for negative stories: importance to prepare information on statistics to be able to provide accurate information. Media release Press conference
http://www.topeltmaksud.ee/uudised-jaartiklid/
Illuminated advertisements in the terminals Light boxes, strategically placed Online advertising Workers spend evenings online. Targeted implementation. Radio campaign Radio on at the worksites, preventive, wives listening Facebook, Google Feed, AdWords, Pension Soomest group Brochures Employee (EE/RUS), Employer (FIN) All roads lead to the campaign website Also: TEFI (EE/RUS) & Wikipedia Where and how target group was reached
Printscreens Light Boxes Terminal D - next to the exit, departure terminal Terminal A -next to the ticket window, departure terminal
Leaflets in harbour terminals A,B and D
Radio 30 sec, 2 versions Hi! I m Santa Claus and I work in both Finland and Estonia, though mostly in Finland. That s why I pay my social taxes there and my pension is also calculated in Finland. So my work and tax issues are in order. When you re working in two countries, inform ENSIB about it. This way you avoid double taxes and will get a fair pension in the future. See more at www.doubletaxes.ee
Facebook Pension Soomest
Printscreen Delfi.ee & Smartad Network
Printscreen GoogleDisplay & Mobile
Printscreen Google Adwords (text ads)
Printscreen Facebook.com (News Feed & Right Column)
Campaign launch at the Finnish Embassy on 19 Feb All Estonian channels represented (ETV, Kanal2, TV3), newspaper press, radio reporters Russian-speaking media also present Santa Claus guest-starred more visibility for campaign mascot
Media visibility Media visibility 67 news stories were generated from the campaign, of which 33 were done in Estonian and 34 in Finland. Five of the stories were news bulletins on Estonian TV channels The radio also featured five news stories, one of which by YLE
The campaign in Finland Target group: employers Tefi website Good instructions at last Newsletters and online features Pension providers Distribution of employer brochure Pension providers, employer unions Expert/communications info 19.3. Employer unions, experts, the media Pension evenings, harbour info, Estonia communities Tuglas, PAM etc.
Campaign page
Työeläke.fi Theme pages (EE/RU) a total of approximately 2,000 individual visits. Eläketu 32
Problems and lessons learned I Making social insurance understandable to the general population Simplify-> information in suitable portions Marketing and clear communication helps Distance and communication Face-to-face communication -> efficient, increases confidence Communicating in several languages means a lot of work (FI/EE/RUS/ENG) Commenting rounds, polishing, tone of the language Cultural differences to be kept in mind There will always be surprises Scheduling & careful planning ease the path
Problems and lessons learned II Social insurance is perceived difficult and distant by people People are interested in money, not social security or pension Interest peaks near retirement age how do we reach the young? Approaching people People shy away from the authorities: little contact by traditional means Need to think of other ways: social media? Customer service information is crucial Estonian pension affects accrual in Finland Estonian pension prevents e.g. unemployment benefit from Finland
The campaign was a success! Summary Co-operation with Estonia-Finland was good
Summary Some scepticism at the start/during of campaign Issue got attention also in Finland (unions, institutions) Issue not solved with a single campaign necessary to continue Continuation possible with relatively small investment Co-operation and toolsharing between authorities necessary in order to solve problem
Aitäh!