Comms strategy: integration of UA refugees in Czech republic

Comms strategy: integration of UA refugees in Czech republic

Communication Strategy to support the integration

of Ukrainian refugees in the Czech Republic

CONTENTS

1. Introduction

2. Authors

Adam Ondráček / KONTRA studio Petra Schwarz Koutská / Consortium of NGOs Working with Migrants in the Czech Republic

3. Mapping out the topic in communication channels (evaluation)

4. Communication objectives and results required to achieve them

5. Campaigns

Objective 1: Support for integration from the Czech public a) Results b) Campaigns 1. The central narrative

2. Repopulation of regions and increased availability of social housing 3. Integration of Ukrainian schoolchildren and support for education 4. Accelerating the integration of parents into the job market and promoting flexible working

Objective 2: Support for integration from the private and public sectors

Objective 3: Establishment of a stable partner network for the integration of foreigners in the Czech Republic

6. Timetable

7. Change model

8. Below the line ideas

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Introduction

INTRODUCTION

Czechia is ready

The 2022 war in Ukraine presents the Czech Republic, and Czech society, with probably its greatest challenge in the last 30 years. According to analyses by non-profit organisations working with refugees, between 300,000 and 500,000 refugees from Europe’s largest country will arrive in the Czech Republic as a result of the war, and 80% of these will be women and children. The Ukrainian minority, which was already the largest in the Czech Republic before the war began, is likely to triple, and will account for 5–10% of the country’s population. This Communication Strategy to support the integration of Ukrainian refugees has been commissi- oned by the Consortium of NGOs Working with Migrants in the Czech Republic, which brings together 15 organisations with a long history of engagement in the integration of foreigners into the Czech Republic. These organisations immediately provided assistance when war broke out in Ukraine, and a considerable number also have experience with similar crises abroad, as well as know-how accumulated from sustained exchanges with other European counterparts. Many have experience drawn from the 1990s, when the Czech Republic offered a safe haven to refugees from the former Yugoslavia, from the progressive inte- gration of the Vietnamese community into Czech society, or from providing assistance to the growing number of Ukrainian, as well as Mongolian and Filipino, employees of Czech companies. In many cases they have also been vocal in the debate and offered their help in connection with the rising number of refugees heading to Europe from the Middle East and North Africa over the past seven years. The Czech Republic therefore has extensive know-how in dealing with integration and humanitarian aid. Indeed, in recent international evaluations, the Czech Republic came out best in an assessment by the UNHCR, and in 2021 the Migrant Integration Policy Index found it to be the leader in the integration of foreigners across the entire CEE region. Czechs have long been record holders in the amounts of aid they raise per capita during foreign and domestic humanitarian disasters, and, not least importantly, have crea- ted a unique “DMS” text donation system. Czech authorities and organisations also have a sophisticated strategy at the ready for the integration of Ukrainian refugees, drawn up by PAQ Research.

Even before the war, an estimated 140,000 to 200,000 Ukrainians were living and working in the Czech Republic. A third generation of the Vietnamese minority is already growing up in the Czech Re- public. Although it is still too early to call this peaceful coexistence a true and full-fledged integration of the two minorities, what is clear is that it is proceeding with the support of the Czech public. Although the majority of Czechs have long been opposed to taking in refugees, and are in favour of accepting them only on the condition of temporary asylum, attitudes toward immigrants and refugees from Eastern Eu- rope are markedly different – in opinion polls, almost 70% of respondents consider them to be a benefit. This perception is significantly higher among the older generations. (STEM Empirical Research Institute). According to a RAND Corporation study covering 54 countries, at most 30% of refugees return home over a 10-year horizon, so long-term integration is generally to be expected. Alongside this, the Czech Republic has a unique opportunity now to “retrain” a significant part of the Ukrainian population, who will go back after the war equipped with know-how, experience and language skills, making them an invaluable asset in the post-war reconstruction of Ukraine. It is our duty to support not only those who wish to stay, but also those who wish to return. The Czech Republic is therefore ready for the wave of Ukrainian refugees at the organisational level. The public supports their acceptance and integration, and considers them a benefit. The greatest remaining risks, therefore, are confrontational politicisation of the topic, and an attitude shift in Czech society as a result of the strained economic situation, social inequality and hybrid information warfare. In Slovakia, more than 20% of people already believe disinformation about the war in Ukraine. Swift and effective communication is the key to successfully managing this situation, and it is precisely for that re- ason that this communication task should be executed by the Consortium of NGOs Working with Migrants in the Czech Republic (the “Consortium”). This will ensure an apolitical approach to the dissemination of information and prevent the campaign from being misused for political ends.

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Authors

AUTHORS

Adam Ondráček

Petra Schwarz Koutská

Adam Ondráček is a communications strategist and the founder of the KONTRA studio. He has worked on communication strategies in both the public and private sectors, and has over 12 years of experience in advertising and marketing. His long-term commitments include consultancy, coordination and strategy in the fight against climate change, and the transformation of society towards sustainability. He is offering his work on the strategy and the services of the KONTRA Studio to the Consortium pro bono.

Petra Schwarz Koutská is a communications and PR manager. She graduated in security studies and journalism, previously worked as a security analyst, and is now engaged as a communications manager in the public and non-profit sectors. Her other involvements include journalism and her podcast “The Woman in Zen”.

LinkedIn

LinkedIn

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Mapping out the topic in communication channels (evaluation)

MAPPING OUT THE TOPIC IN COMMUNICATION CHANNELS (EVALUATION)

Mapping out the topic in communication channels

We have compiled the media map above based on our expertise and available >Page 1 Page 2-3 Page 4-5 Page 6-7 Page 8-9 Page 10-11 Page 12-13 Page 14-15 Page 16-17 Page 18-19 Page 20-21 Page 22-23 Page 24-25 Page 26-27 Page 28-29 Page 30-31 Page 32-33 Page 34-35 Page 36-37 Page 38-39 Page 40-41 Page 42-43 Page 44-45 Page 46-47 Page 48-49 Page 50-51 Page 52-53 Page 54-55 Page 56

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