Support to EU Communication on Reforms in Armenia

The “Support to EU Communication on Reforms in Armenia” project strengthens how the European Union communicates its support for reforms across Armenia. Despite the breadth of EU cooperation in the country, its visibility and public understanding remained uneven. This initiative responded to that gap by offering strategic communication support, tools, and outreach activities aimed to build stronger ties between the EU and Armenian society—fostering trust, transparency, and engagement around ongoing reform processes.

The communication efforts focused on both national and regional levels, ensuring that visibility wasn’t limited to Yerevan but reached communities across the country. Special emphasis was placed on youth, civil society actors, and opinion leaders who could amplify the message and inspire wider participation.

In addition to raising awareness, the project encouraged public reflection and dialogue on EU policies and values—such as openness, solidarity, innovation, and respect for diversity—embedding them in the Armenian reform narrative in a way that felt relevant and locally meaningful.

Key areas of intervention included:

• Strategic communication planning, developing a visibility strategy and implementation roadmap.
• Creation of communication materials.
• Sector-specific campaigns and events, for thematic campaigns such as EU4Energy, EU4Justice, EU4Education and EU4Busines, showcasing tangible reforms and helping audiences understand real-life impact.
• Youth-focused outreach, including Erasmus+ 30th anniversary campaigns, alumni stories, and events designed to highlight education and exchange opportunities with the EU.
• Events and dialogue spaces, policy dialogues, media events, training workshops and regional roundtables fostering direct interaction between citizens and EU representatives that build connections and trust. .

Through compelling storytelling, inclusive outreach and coordinated action, the project helped make EU cooperation in Armenia not only more visible—but more meaningful.