This information campaign combined a large scope of activities with creative approach to the tools used. The set included special events for business circles and for families with young children, a road show in all the 27 regional centres in Bulgaria, variety of print and web materials, a tv documentary, a series of online videos and activities in online social networks.

1. Information campaign
‘In the EU you have consumer rights.
Stand up for them!’
PR Point / C&W Bulgaria

2. Summary
‘In the EU you have consumer rights. Stand up for them!’ was a large-scale one-year long campaign
implemented in Bulgaria.
The campaign tried to start a behavior change by:
- Informing people about their consumer rights deriving from EU legislation
- Urging them to be active and informed before making a purchase
- Pointing out how a consumer organization could help them with independent information.

3. Background
EC initiates awareness rising campaigns in the new member states:
2005 - Poland
2006 – Slovakia, Slovenia, The Czech Republic
2007 – 2006 – Malta, Hungary, Cyprus
2008 – 2009 – Estonia, Lithuania, Latvia
2009 – 2011 – Bulgaria
2011 – 2012 - Romania

4. Primary target group
Consumers at the age of 21-45, as this group is involved in financially significant business-toconsumer relations. It is also assumed to be the group most sensitive to the idea of claiming
one’s rights, and to lead in adopting more assertive consumer behavior.

5. Research
The impact of the campaign is assessed based on:
- Eurobarometer surveys conducted before the start and at final stage of the campaign;
- Focus groups on awareness and attitudes of Bulgarians towards consumer problems;
- Data from everyday work of Active Consumers Association.
It was a challenge as the target group had proven passive attitude towards their own
rights, expecting the state to protect them. But that project initiated the change.

6. Tactics chosen
- Keep communication positive
- positive examples motivate people to defend their rights;
- Give people concrete advice and information
- concrete information on various consumer issues, not only general support to their rights;
- Get closer to people
- not expecting them to approach consumer organizations, but organizations should approach them;
- Involve as many stakeholders as possible
- NGOs dealing with consumer rights, Commission for Consumer Protection, businesses, young
families with children, media, people active online.

7. MESSAGE
CONCEPT &
VISUALS

8. We have created new prohibition signs based on popular idioms:
DO NOT LET OTHERS GLIDE YOU ON THE SLIDE!
DO NOT LET OTHERS SEND YOU FOR GREEN CAVIAR!
DO NOT LET OTHERS MAKE YOU INTO MONKEY!

9. PRINT
MATERIALS

10. Topical Leaflets
15 topical leaflets
on various consumer
protection issues have
been produced and
distributed at the
campaign events

11. Leaflet justifying the
membership
in a consumer organization
distributed as an
Insertion in the two
most popular dailies

12. Famecards
pointing out the effective
way to consumer rights
protection; distributed at
834 locations in two
waves

13. Mini-edition of
“Active Consumers”
magazine
This promotional edition
was distributed at
campaign events and as
an insertion in a daily
newspaper

14. www

15. Campaign web site
communicating the project
activities including a
calendar of the campaign
events, topical rubrics,
news, etc.

16. Online video channels
Youtube and Vbox7.com
branded video channels
featuring online video series
with real consumer cases

17. Facebook page
Facebook page developed,
maintained and transferred
to Active Consumers
Association after the
campaign

18. Twitter profile
Twitter profile developed,
maintained and transferred
to Active Consumers
Association after the
campaign

19. Google search

20. Google content network
Google activities in total:
20 501 382 impressions and
48 719 clicks to the
campaign web site

21. Mobile internet
Consumer protection
regarding travel packages –
topical information provided
before the holiday season:
313 946 impressions and
3355 clicks to the mobile
page in the platform of
МТел Vodafone Life
Banners
Mobile page

22. EVENTS

23. ‘Good Practices In Consumer Credit’ – a round table for
banks, credit and leasing companies and consumer
organisations, March 15, 2010

24. Consumer days in the country side, 3 events
March 15-16, 2010

25. Road show ‘Active Consumers Are Coming To You!’ - info
stand on the central square of each of the 27 regional
centers, May – June 2010

26. Children shows ‘Toy and Children Goods Safety’, June and September
2010

27. Air Passengers Rights – info and consultancy stand at the
Sofia Airport on October 27, 2010

28. Free of charge broadcast of campaign videos on screens placed in three chains
of food stores in Sofia– 9 stores (83 screens) in total in the period February –
March 2010

29. Media relations
& partnerships

30. Together with the chair of Active Consumers Association we have delivered consultations on
various consumer protection issues in the news programmes; morning TV programmes;
online media and in a weekly radio rubric called “Active consumers”

31. TV Documentary on positive cases of Bulgarian consumers who
faced rights violation and dealt with it, 15 minutes in the prime
time on the biggest terrestrial TV bTV

32. The “Little”
Commentary
bTV, 19.30
Question to children:
Who is protecting our
consumer rights?
“If I have to stand for
my rights I have to
call my papa.”
“Sometimes /the
consumers/ have the
right to make a row.”
“Each consumer
should bear his
receipt.”

33. A headline after the
campaign:
The Leader of the
Consumers
Tema News Magazine,
February 2011
Active Consumers Association became an ultimate opinion leader
on the consumer protection issues in Bulgaria

34. Results - Outputs
• 32 events organized (~ 15000 people reached directly at events with info
materials and consultations)
• 587 press and online media publications generated
• More than 200.000 info and promo materials distributed
• 12 appearances on Bulgarian national radio, and over 20 on other radio
stations
• 43 TV appearances organized
• Over 3900 viewings of the online video series
• A total of 79 680 screenings of videos in food stores
• Over 83000 visits to campaign website.

35. Results - Awareness raised
•
•
•
•
74% of Bulgarians were familiar with at least one specific message of the campaign at its
final stage.
62% of the target group recalled the slogan “In the EU you have consumer rights! Stand up
for them!” and the associated idioms after they were presented to them; 18% could cite
the exact slogan without being prompted;
65% considered the messages about consumer rights to be convincing;
88% of the Bulgarians in the age group 21-45 who were familiar with the messages gave a
positive assessment of the information campaign saying that it was useful for them;
Sources: Analytical Report - Flash Eurobarometer Series #295, Consumer protection and
consumer rights in Bulgaria, field work conducted in December 2010 (last month of the
campaign).

36. Results – Behavioural change
•
•
•
•
Twofold increase was achieved in the number of Bulgarians who had asked a consumer
rights body for help in December 2010 compared to the previous waves of the
Eurobarometer survey.
After the campaign the number of the people contacting for help “Active Consumers”
Association was doubled compared to the situation before the campaign, according to the
data from the Association.
“Active Consumers” Association became the most frequently quoted source of information
and comments regarding consumer rights in Bulgaria, pointed out by the media as being
“The Leader of the Consumers”;
The “Active Consumers” Association was recognized as an official partner by the newly
established Bulgarian Agency for Food Safety. The Association became an attractive
partner for various branch and consumer associations being invited for common projects.

37. Campaign Awards
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