The communication and design manual for the EEA Civil Society Fund includes guidance on how to work strategically with communication and fulfil the requirements outlined in the EEA and Norway Grants regulations for the 2021-2028 funding period. It also sets out technical requirements on logo use, visual identity and more. Finally, it provides readers with recommendations for communication via channels such as social media, web and events, just to name a few.
Civil Society Fund
EEA Civil Society Fund Communication and Design Manual
2021-2028
Communication and Design Manual
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Communication and Design Manual - EEA Civil Society Fund
Communication and Design Manual
Table of Contents
Introduction .................................................................................................................... 04 Communication guidance ............................................................................... 06 Information and communication requirements .................................................... 07 Communication tools ......................................................................................... 10 Slogan ............................................................................................................................... 11 Websites .......................................................................................................................... 12 Campaigns ...................................................................................................................... 14 Social media ................................................................................................................... 16 Photo material / Audio-visuals .................................................................................. 18 Publications .................................................................................................................... 22 Events ............................................................................................................................... 23 Press releases................................................................................................................. 26 Press kits.......................................................................................................................... 27 Sharing information....................................................................................................... 28 Boilerplate texts ............................................................................................................ 30 FAQ's ................................................................................................................................. 31 Visual identity .......................................................................................................... 32 The EEA Civil Society Fund logo ............................................................................... 33 Typography ..................................................................................................................... 37 Colours ............................................................................................................................ 39 Grid ................................................................................................................................... 41 Commemorative plaque ...............................................................................................42 Posters, billboards and roll-ups ................................................................................. 44 Promo material .............................................................................................................. 46 Newsletter ....................................................................................................................... 48 Presentations .................................................................................................................. 49
Publisher: Financial Mechanism Office Editor: Gunnar Hörður Garðarsson Design: Meijer + Walters
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Introduction Communication and Design Manual
Purpose of this manual: This Communication and Design Manual has been prepared by the Communication Unit of the Financial Mechanism Office (FMO), which acts as the secretariat of the EEA and Norway Grants. It is a practical tool designed specifically for Fund Operators and Project Promoters of the EEA Civil Society Fund, offering guidance on effective, inclusive and strategic communication in line with requirements stated in the Programme Implementation Agreement between the Fund Operators and the Financial Mechanism Office. Communication is a vital part of this effort. It promotes transparency, raises public awareness of the value of civil society, ensures visibility for the Donor States, and highlights the impact of cooperation between Donor and Beneficiary States. For the CSF, communication also builds trust, fosters community engagement, and helps amplify the voices and achievements of civil society actors. Together, these efforts contribute to the shared goal of working together for a green, democratic and resilient Europe. The EEA and Norway Grants represent a financial contribution from the Donor States: Iceland, Liechtenstein and Norway. The objective is to reduce social and economic disparities in Europe and to strengthen cooperation with the 15 Beneficiary States. Within this framework, the EEA Civil Society Fund (CSF) plays a key role in supporting democratic values, human rights, and active citizenship by empowering civil society organisations across Europe.
The manual includes:
• An overview of communication requirements based on the Programme Implementation Agreement and the CSF Manual with a focus on visibility, transparency and impact. • A clear outline of roles and responsibilities in communication, with a focus on the tasks of Fund Operators and Project Promoters in the CSF. • Strategic advice and practical tips for planning and delivering effective communication across a wide range of channels, including social media, websites, events, publications, media outreach and community engagement. • Detailed technical guidance on the correct use of logos, visual identity, commemorative materials and other branding elements, with templates and examples tailored for CSF projects. • Practical tools and checklists to assist with everyday communication tasks, such as storytelling, writing for the web, creating inclusive content, and organising events.
Disclaimer
In addition to guidance and best practices, this manual contains detailed communication requirements as foreseen in Article 3.1.2 of the Programme Implementation Agreement (the PIA). It also contains references to and interpretation of other provisions in the PIA. In case of a discrepancy between provisions in the PIA and the contents of this Manual, the PIA shall prevail.
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Communication and Design Manual
Who is it for?
Regulatory requirements The obligatory requirements for communication activities are outlined in the Programme Implementation Agreements between the Fund Operators and the Financial Mechanism Office on the EEA Civil Society Fund 2021-2028: • Chapter 3 : Information and Communication These requirements must be taken into account when planning and carrying out communication activities. All materials must comply with the standards set out in this manual. The term “EEA and Norway Grants” is the official brand name and should be used in all communication.
What to communicate All Fund Operators and Project Promoters have a responsibility to ensure clear, inclusive and consistent communication about the EEA Civil Society Fund and its contribution to society. This includes: • The purpose and priorities of the EEA and Norway Grants, including the shared goal of reducing social and economic disparities and working together for a green, democratic and resilient Europe. • The role and contributions of the Donor States: Iceland, Liechtenstein and Norway. • The values and goals of the EEA Civil Society Fund, particularly support for human rights, democratic participation, inclusion, and social justice. • Opportunities for civil society organisations under the Fund, including funding calls, partnerships and capacity-building. • The results and impact of funded projects, especially through storytelling and visuals that reflect the lived experiences of communities and civil society actors. • The added value of bilateral cooperation, showing connections between Donor and Beneficiary States. Communication should be accurate, accessible and tailored to specific audiences – from civil society and the general public to media, Donors, and policymakers. This manual offers tools to help you communicate in ways that are meaningful, effective and aligned with the spirit of the EEA Civil Society Fund. To maximise the impact of communication efforts, all partners involved in the EEA Civil Society Fund must work in a coordinated and consistent way, aligned with the values and objectives of the EEA and Norway Grants. This manual is intended for Fund Operators and Project Promoters involved in the design, implementation and management of EEA Civil Society Fund programmes and projects. These actors are responsible for delivering communication activities that inform, inspire and involve communities, while ensuring visibility for the Donor States and the values of the Grants. All are expected to follow the guidance and requirements set out in this manual.
Communication objectives
Where can I get more information? Fund Operators should contact the Financial Mechanism Office (FMO), the secretariat of the EEA and Norway Grants. Email: info-fmo@efta.int Project Promoters should contact their respective Fund Operator. Visit www.eeagrants.org for contact details. Let the public know Informing the public about opportunities under the EEA Civil Society Fund – and about the stories and results of supported projects – is essential for transparency, engagement and trust. It also provides valuable lessons and inspiration for others working to strengthen democracy, inclusion and human rights. Communication should always contribute to the overarching objectives of the EEA and Norway Grants: 1. Reduction of economic and social disparities in the European Economic Area 2. Strengthening of bilateral relations between the Donor States and the Beneficiary States For the EEA Civil Society Fund, communication is not only about ensuring visibility for the Donor States, but also about amplifying the values and objectives of the Fund. Communication should be used as a strategic tool to promote democracy, civic engagement and the importance of a strong civil society and to help achieve the overall objectives of the Fund.
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Communication guidance
Communication guidance
Information and communication requirements Communication plays a vital role in the implementation
Roles and responsibilities Several stakeholders are involved in the implementation and communication of EEA Civil Society Fund programmes and projects. These include Fund Operators, Project Promoters, the Financial Mechanism Office (FMO) , and other relevant stakeholders. Each plays a distinct role in ensuring that communication is meaningful, coordinated, and aligned with the overall goals of the EEA and Norway Grants. The full list of communication obligations is detailed in Chapter 3 of the Programme Implementation Agreement 2021–2028 between the Fund Operator and the Financial Mechanism Office. This Communication and Design Manual is intended primarily as a practical guide for Fund Operators and Project Promoters working under the EEA Civil Society Fund. It provides the tools and templates to help you: • Plan and carry out strategic, inclusive and impactful communication activities; • Ensure visibility for the Donor States; • Comply with all regulatory requirements on branding, logos, and acknowledgments; • Highlight the values and successes of the civil society sector. At the same time, the manual is a helpful resource for all partners involved in communicating about the EEA Civil Society Fund – including sub-partners, contractors, consultants and stakeholders who help raise awareness and ensure visibility at local, national and international levels.
of the EEA Civil Society Fund (CSF) under the EEA and Norway Grants. With projects taking place across multiple countries and communities, effective communication ensures transparency, promotes civic engagement, and demonstrates the impact of civil society initiatives supported by the Donor States: Iceland, Liechtenstein and Norway. The information and communication chapter of the Programme Implementation Agreements between the Fund Operators and the Financial Mechanism Office on the EEA Civil Society Fund 2021-2028, complemented by this manual, provides a shared reference framework to: • Deliver a clear and consistent message about the role of civil society and the EEA and Norway Grants; • Meet the demand for reliable and inclusive information about CSF-funded programmes and projects; • Convey the democratic values, human rights principles and participatory approach that the EEA Civil Society Fund supports. Benefits of communication – A shared responsibility In the EEA Civil Society Fund, communication is more than a requirement – it’s a vital tool for visibility, impact, and trust. Fund Operators and Project Promoters are key messengers who can connect with communities, elevate local voices, and show the value of Donor State support.
Why communication matters:
Transparency and accountability : Clear communication about funding decisions and project implementation builds public trust and reinforces the legitimacy of the fund. Openness and accessibility : Local civil society networks help reach grassroots groups and underrepresented communities, promoting access to funding and partnerships. Focus on results and impact: Fund Operators and Project Promoters are closest to the stories and outcomes. Sharing them shows how civil society drives positive change and strengthens democracy.
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Communication guidance
Communication checklist – Fund Operator (CSF)
Communication checklist – Project Promoters (CSF)
General communication requirements (applies to all projects):
Provide clear and accessible information about the EEA Civil Society Fund to existing and potential beneficiaries, the civil society sector, stakeholders, and the public. Highlight the contributions from Iceland, Liechtenstein, and Norway through the EEA and Norway Grants. Cooperate with Donor state embassies and emphasise the bilateral cooperation with Donor State entities under the EEA and Norway Grants in your communication.
Highlight the contributions from Iceland, Liechtenstein, and Norway through the EEA and Norway Grants.
Emphasise any bilateral cooperation with Donor State entities
Highlight the EEA Civil Society Fund as an integral part of the EEA and Norway Grants.
Inform relevant audiences and stakeholders about the project’s existence, objectives, progress, results, and Donor support
Highlight the EEA Civil Society Fund as an integral part of the EEA and Norway Grants.
Ensure that all project participants are informed that the project is supported by the Programme and the Donor States
Develop and submit a Communication Strategy within six months of signing the Programme Implementation Agreement. Report on the implementation of the Communication Strategy in the Annual Programme Report.
Share updates and information with the Fund Operator
Make project information available online through a website and/or social media, in line with the web requirements of the Communication and Design Manual. Ensure that Donor project partners include information about the project and their involvement on their websites and/or social media.
Organise at least two major information activities highlighting the Programme.
Inform the FMO and Donor State Embassies in advance of any major information or communication activities to allow for participation and cooperation. Ensure that photo and video material from a selection of projects is uploaded to the media library provided by the FMO, following the guidance in the Communication and Design Manual. Provide training and support to Project Promoters and their partners to help them meet their communication obligations. Monitor and take reasonable steps to ensure that Project Promoters and their partners fulfil their communication responsibilities. If granting a waiver for billboard or plaque obligations, inform the FMO at least two weeks in advance and take into account any comments received.
For projects funding physical objects (infrastructure, equipment, construction):
If the total project budget exceeds EUR 100,000, install a billboard at the project site during implementation, following the Communication and Design Manual. After project completion, replace the billboard with a permanent commemorative plaque within six months, following the guidance in the Communication and Design Manual.
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Communication guidance
Important
The Fund Operator may waive the obligations for branded plaques and billboards if such activities could jeopardise the project’s implementation or put stakeholders at risk. In such cases, the Fund Operator must inform the FMO at least two weeks before granting the waiver and consider any comments received. The FMO may, upon a reasoned request from the Fund Operator, derogate from the information and communication requirements in justified cases.
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Communication tools
Slogan Communication tools
Working together for a green, democratic and resilient Europe
Requirement
“Working together for a green, democratic and resilient Europe” is the overarching narrative of the EEA and Norway Grants (2021-2028) that must be used by everyone involved in communicating the Grants.
This framework branding is flexible and may be adapted when communicating different programmes, projects and initiatives. You may use the slogan with the logo(s) on the web, social media, videos, publications, posters, etc. It should also be used in oral communication of the Grants such as in presentations, speeches and when talking about the Grants to e.g. journalists among others. The slogan should be integrated into communication strategies and plans. In short, this is what we are doing together through the Grants. Using it will help us communicate consistently. All your communication activities should fit within this overarching narrative.
The slogan may be adapted as follows:
Working together for a green Europe Working together for a democratic Europe Working together for a resilient Europe Working together for a green and resilient Europe
Similar variations are possible, and you may translate the slogan into your local language when necessary.
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Communication tools
Websites
Requirement
A shared platform – and responsibility Websites are key entry points for anyone seeking information about the EEA Civil Society Fund. They help showcase opportunities, promote partnerships, and demonstrate impact. • Fund Operators will receive an individual website as part of the multisite solution provided by the Financial Mechanism Office (FMO). This centralised system ensures a consistent and professional presence across countries. Fund Operators are responsible for maintaining and updating their site regularly with relevant content, including: – News, calls, and funding opportunities – Highlights of supported projects – Results, impact, and success stories – Information about the EEA and Norway Grants and Donor State contributions • Project Promoters must also maintain an online presence. This can be done through their own website or by using a social media platform as their main channel of communication. The platform should be updated regularly and clearly linked to the CSF and the EEA and Norway Grants. Writing for web Web writing is quite different from writing for print or internal (organisational) writing. Most people scan webpages instead of reading every word, and they remember less of what they read if there are no visual elements.
All entities involved in communicating the EEA Civil Society Fund are required to provide accessible, up- to-date information about the Fund, the Donor States, and the projects and partnerships it supports.
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Communication tools
Checklist for web writing:
Get to the point fast: Present relevant information early and keep it simple.
Brand names: Remember to use the brand names EEA and Norway Grants on the web.
Short, but sweet: Keep webpages to half the length of a paper equivalent. Long reads should only occur if the text is exceptionally well written. Concise Information: Break up the text using paragraphs, subheadings, and keep the paragraphs short. Write to be found: For search engines to find you, use strong keywords in titles, subtitles, and add hashtags by topics. Text and Photo: Ensure text and accompanying photos correspond and leave a coherent impression. Make sure you always have a good photo accompanying the heading.
Audience: Remember who your audience/target groups are. Are you writing for the general public or experts in your field?
Avoid jargon.
Tips for websites:
Inform other organisations: Remember to inform other organisations involved in the implementation of the Grants about your website or webpage address. Visual elements: Use original content and high- quality photos. Check the EEA and Norway Grants media library for available photos. Engagement: Include elements like embedded tweets, bolded important elements, and videos to engage readers. Evaluation: Regularly evaluate what captures readers’ attention and what can be improved. Consider the timing of your publications to maximise impact. By following these guidelines and utilising the provided website solution, FOs can ensure their online presence is effective, engaging, and aligned with the overall communication strategy of the EEA and Norway Grants.
Link to lead: Ensure your links lead to active sites and that your links are working.
Be creative: Instead of writing “Read more here,” try for example, “Interested in Poland? Here is a story on how a small team made a great effort in changing unhealthy attitudes towards women.” Always link: It is not given that a reader enters through the front page. Always link to other relevant articles or postings.
Be credible: Keep the content objective.
Active voice: Use actionable language, not passive voice.
Tenses: When possible, write in the present tense to reduce the need for updating.
Fonts and format: Avoid clever formatting, colours, capitals, underlining, or italics.
Be logical: Think like your readers and consider what they need.
Be accurate: Always check your work for mistakes and do not rely too much on the spell-check function of your software. Proofread each other’s texts.
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Campaigns Communication tools
One successful example is the #OurStories campaign, coordinated by the Financial Mechanism Office (FMO). #OurStories showcased the real-life impact of the Grants through powerful personal stories, highlighting the people, communities, and projects that benefited from the Grants. While the campaign was centrally managed, it was also amplified nationally by Beneficiary States, who adapted and shared the content locally, or created their own material using the same theme and visuals. This model allows for flexibility while maintaining coherence and visibility for the Donors. Communication campaigns are one of the most effective tools for raising awareness about the EEA and Norway Grants and showcasing the impact of the Donors’ support. They can help shape the narrative around a priority issue, reach new audiences, and give visibility to the values and contributions of Iceland, Liechtenstein and Norway. Campaigns work best when they are aligned with strategic communication goals and paired with strong storytelling.
Using campaigns in your communications
Be intentional: Don’t launch a campaign just for the sake of it. Make sure it supports a communication priority, whether it’s promoting calls and/or priorities, celebrating a milestone, or sharing results.
Think in waves: Plan for a launch moment, a main phase with regular content, and a closing that highlights the impact. Keeping momentum across time makes the campaign more visible and memorable.
Use multiple channels: A good campaign works across platforms, your website, social media, newsletters, events, even press. Make sure all your assets and messages are consistent and reinforce each other.
Tap into emotions: Highlight the human side of the story. Focus on the people behind the projects, the problems being solved, and the lives changed. Emotive content gets shared more and remembered longer.
Engage others: Invite partners, donor embassies, project promoters and stakeholders to join in. Give them campaign hashtags, sample posts, and visuals to make it easy to participate.
Localise smartly: You don’t need to translate everything. Pick the stories and visuals that are most relevant to your audience, and adapt them when needed. A local touch can go a long way.
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Tips for campaign success
Keep it visual: Invest in quality photos and short videos. People scroll fast, your content needs to grab attention quickly.
Use a clear hashtag: A memorable hashtag helps people follow and join your campaign. Use #OurStories and others consistently to build recognition.
Track and evaluate: Set measurable goals before launching (for instance, reach, engagement, traffic, press coverage). After the campaign, review what worked and what didn’t.
Reuse and adapt: A campaign doesn’t have to be a one-off. You can revisit and repackage content for later use, especially for special events, new calls or milestones.
Coordinate early: Cooperation with local Donor State embassies is essential, as joint campaigns with Beneficiary States have proven highly effective. Early coordination ensures smoother collaboration, stronger messaging, and greater visibility. If you plan to join an FMO coordinated campaign, please inform them in advance to ensure alignment and maximise impact.
Toolkits
When relevant, the FMO will publish ready-made campaign toolkits, including visuals, templates, strategies and guidelines on its website. These are free to use and can help ensure a common look and feel across countries, while saving time and resources. We encourage all our communication stakeholders to actively use these campaigns, adapt them to their local context, and help amplify their reach across channels.
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Social Media Communication tools
Social media is a required communication tool for Fund Operators under the EEA Civil Society Fund for the 2021 to 2028 funding period. It plays an important role in reaching diverse audiences, building engagement, and amplifying the voices of civil society. Project Promoters are also required to maintain a communication presence, either through a website or a dedicated social media platform. They must use this platform to share updates, promote their activities, and highlight results. The use of social media is strongly encouraged for all entities involved in the EEA Civil Society Fund, including partners from Donor States. It helps increase visibility, foster partnerships, and demonstrate the value of the support provided. Be strategic and remember that you do not need to be everywhere. Avoid spreading yourself too thinly and instead focus on keeping a high-quality presence on selected social media channels. Before joining a specific channel, identify how it fits into your wider communication strategy. Points to keep in mind when selecting a channel: Social media can be a very cheap and accessible tool for reaching people online. You can use it to increase awareness about your project or programme, generate discussion, and drive traffic to your website.
Set a clear objective: Identify what you want to achieve with your social media presence. Having a clearly established aim will help you narrow down the platform(s) where you should focus your efforts. This will also help you stay focused when producing content.
Give thought to the content: Not all social media channels work in the same way. Have a look at what kind of content is favoured on the channels you have selected (photos, videos, live videos, infographics, articles, etc.) and set up customised content and posting strategies for each channel. The strategies outline what you should post, how you should do it, and give a clear line of direction to everyone on your team.
Find your audience: Identify who your audience should be. Is it the general public in a given country, politicians and policymakers, media, professionals in a specific field, or young people? Make sure to select the right platform where you know you will be able to find and engage with your target audience.
Define your voice: Social media allows you to communicate with your audience in a more informal way than traditional media. Define your voice and tweak it according to the selected channel (some channels allow for more playful language and emojis).
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Tips on social media
Be friendly and helpful:
Don’t feed the trolls:
If you get negative comments, give factual responses in a calm manner. For example, if someone alleges a misuse of funds, direct them to a website where they can report it. Remember that abusive, racist and hateful comments should never be tolerated – do not hesitate to block and report such users.
Seek out interaction with your audience. Encourage them to participate in discussions and answer their questions and comments in a friendly manner.
Set goals and evaluate:
Don’t be afraid to try: Be open to exploring and testing new ideas. Social media is constantly changing so some things that did not work yesterday might work well today.
Take a look at the statistics and evaluate your work. Are you meeting your goals (such as reaching your desired audience, driving traffic to your website, etc.)?
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Photo material / Audio-visuals Communication tools Photos, videos and other graphics are powerful tools which bring life to your communication work. Good photos and videos quickly grab people’s attention and can therefore convey key messages to your audience in a fast and efficient way.
Infographics can be useful for conveying complex information in a simple way. Visual content is an essential part of social digital platforms.
The media library
Requirement
For the media library to be a valuable and effective resource, contributions are needed from all those involved in the EEA and Norway Grants — including the Donor States’ foreign ministries, the FMO, Embassies, Fund Operators, and Project Promoters. The media library should highlight the impact and diversity of the Grants. This means prioritising visuals that tell the story of the Grants — particularly images of supported projects in action and the people they benefit. Be mindful of representation and inclusion in your visuals. Consider how gender, race, and other aspects of identity are portrayed. Use images to describe the impact of the Grants — not to stereotype or define individuals.
Fund Operators shall ensure that photo and video material from a selection of projects is uploaded to the media library.
The FOs should encourage all project promoters to upload photos and/or videos related to their projects to the media library on a regular basis. Make use of the guidelines presented in the manual when selecting photos for uploading, quality is encouraged over quantity.
For more information, see the full Media Library Guidance.
Good examples include:
However, not all visuals are suitable for the media library. Please avoid uploading in bulk images that do not add communication value, such as:
High-quality images that show specific projects
Photos that include people and capture human interaction with the project (e.g. visitors in a restored museum)
Generic photos of people sitting in meeting rooms (we already have plenty)
Staged group photos of officials in front of supported projects
Key events such as national and programme launches, closings, or MoU signings
Low-resolution or poor-quality images
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Communication tools
Photos
Make sure to take plenty of photos during your project; this will make it easier for you to communicate your results. Note that photos of meeting rooms are not the best choice for getting people interested in your project. Instead, focus on action-filled photos showing people and places that have been directly impacted by the Grants. These could be people benefiting from a new service, visitors attending a cultural performance, or new equipment being used. Before-and-after photos can also be a good way to illustrate the results of your work. Some projects are more difficult to photograph than others. This could be due to their sensitive topic or technical nature. Be creative and adapt the photos accordingly, for example by not showing the faces of vulnerable people. Always ask for consent when photographing people. Make them aware of how you may use the photos (online, publications, reports, media, etc). Be especially cautious when photographing children and vulnerable people. Written consent may be needed when photographing children and vulnerable people. Low resolution photos can work well online, but professionally printed products, such as brochures, require high-quality photos (300 dpi). You can set the resolution quality when you download the photos from your camera or phone to your computer. Browse the EEA and Norway Grants media library at www.eealibrary.org. Most of the photos showcase the work of the Grants in our beneficiary countries, while others are of a more general nature. The photos are free to use for our stakeholders. All stakeholders in the Grants may get a user account, which will enable you to download photos. Follow the Sign-up process in the media library to create an account. When using other people’s/institutions’ photographs, make sure you secure the right permission and that you credit correctly the photographer and/or the institution that owns the rights to the photograph.
Keep close Getting close to your subject can result in much more powerful images.
Use gridlines Digital cameras and phones offer the option of displaying gridlines when taking photos. Placing your subject on the lines and their cross-sections will result in a stronger composition of your photo (The Rule of Thirds).
Find new perspectives Taking your photo from a different angle – such as from the side or above – can give it more depth and make it stand out.
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Communication tools
Videos Videos are an essential tool for effective online communication. In today’s digital and social media-driven world, video content is one of the most powerful ways to tell stories, showcase impact, and engage audiences. Whether for websites, social media, events, or internal presentations, a well-crafted video can significantly amplify your message.
Plan with purpose: Before creating a video, define where and how it will be used, different platforms have different technical requirements and audience expectations. A single video might need several versions: vertical for Instagram Stories, square for Facebook, widescreen for YouTube or websites, TV, presentations etc.
Online resources and freeware: You don’t need a big budget to produce great content. There are many free or low-cost tools and resources available: • Stock libraries for royalty-free photos, videos, and music (e.g. Creative Commons, Pexels, Pixabay, Unsplash) • Editing software for photos and videos (e.g. Canva, CapCut, DaVinci Resolve) • Tutorials and templates to help you plan, shoot, and edit your content effectively Investing time in learning basic video editing and planning will go a long way and can dramatically improve the visibility and impact of your communication efforts.
Use subtitles: The majority of videos played on social media are viewed on mute. Consider placing all important information into on-screen text or subtitles so it does not get lost to the viewer.
Get straight to the point: Grab the viewer’s attention within the first few seconds, otherwise they will tune out. Use your first seconds wisely – do not waste them on overly long intros.
Keep It short and impactful: Attention spans are short. Aim for dynamic, engaging clips that are ideally under 60 seconds for social media. If you have longer content, consider editing it into shorter segments to share in a series or adapt for different formats.
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Tips on photos and audio-visual materials
Share your productions: Project promoters should send photos and videos to the Fund Operator or FMO. Or upload them directly to www. eealibrary.org. Having access to good photos and videos will make it easier for them to highlight the achievements of your project. Share your material with (donor) partners and the FMO as well. Get written permission: Make sure to get permission to use photos, videos and other materials provided by others. Also remember to establish who should be credited for the material and credit them when you publish the photo/video. Captions: Make your captions detailed. Is there a person in the photo? How is that person connected to the project? Do you know their name? Age? Detailed captions are a good way to give interesting bits of information about your project. Ask for caption suggestions for photos others send you.
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Publications Communication tools
As with any other communication material, the first question you need to ask yourself is who you want to reach and what you want to communicate to that audience. Once your audience and message are clear, carefully consider which type of printed material best suits your needs.
Produce publications to share a message and have a plan on how they are to be used. This does not only include a clearly defined audience and target group, but also a distribution plan and a vision of how the publication will work with your other communication activities. Short leaflets and fact sheets can be a good option when you want to give a quick introduction to your project or the EEA Civil Society Fund in your country. Keep it simple and highlight results and achievements. Consider producing the publication in a foldable pocket- size format which can be printed in the office. This can reduce production cost, and the small format will make people more likely to pick up the publication. Larger publications are more suitable when you want to do an in-depth coverage of your work. This could be a final brochure or a book summarising your programme/ project.
Requirement
Remember to use the brand names EEA and Norway Grants and follow instructions on the usage of the EEA Civil Society Fund logo on pages 33-36.
Tips on publications
Use pull-out quotes and visual illustrations, such as infographics, to display figures and key facts.
Use sharp, high-quality photos whenever possible.
Avoid jargon. Instead, keep your language simple and to the point.
Avoid cramming in too much text. Adding breathing space will make the information easier to read.
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Communication tools
Events
Requirement
Organising events is a valuable way to highlight the progress, impact, and human stories behind initiatives supported by the EEA Civil Society Fund. Events offer a platform to bring civil society actors together, raise awareness about key issues, and showcase the contribution of the Donor States. Start by defining the audience you want to reach and the message you want to convey. Once you are clear on your communication goals, you can select a format that best suits your objectives and your target group. A well-planned event should be meaningful to your audience—whether it’s a local community, stakeholders, or the media. Choose a format that is relevant and engaging, and take time to carefully consider your guest list, outreach strategy, and messaging. When done well, events raise public awareness about the role of civil society, the support provided by Iceland, Liechtenstein, and Norway, and how this support contributes to democratic values, participation, inclusion, and resilience.
In chapter 3 of the Programme Implementation Agreement, Fund Operators are required to organise a number of information activities that promote awareness of the Fund’s results and impact. Events form an important part of these activities.
Requirement
Participants must be informed that the activity is supported by Iceland, Liechtenstein, and Norway through the EEA and Norway Grants, and that the objective of the support is to strengthen civil society and democratic participation while reducing social and economic disparities in Europe. Ensure that this financial support is acknowledged in all printed materials and event communications. See the Publications section (page 22) for more information.
Requirement
Always use the appropriate logo(s) on event materials, banners, presentations, and publications, in accordance with the Visual Identity Guidelines.
Event formats may include:
•
Kick-off or closing events for projects
•
Community forums or roundtables
•
Capacity-building workshops
•
Thematic conferences or seminars
•
Press briefings or media site visits
• Public events that showcase the work of civil society organisations
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Communication tools
Public Events
Tips on public events
Be creative and collaborative when planning events: • Join forces with other civil society organisations, donor embassies or other networks. • Align your event with international awareness days or festivals. • Partner with schools, universities, or community centres to engage broader audiences. Promote your event through your website and social media channels. Ask your project partners or networks to do the same. If your event is large-scale or high-profile, consider running a dedicated social media campaign to build engagement. Printed materials (e.g. leaflets or fact sheets) can help convey your message during the event. Remember to include the appropriate logo(s) on all materials. Use hashtags to create visibility and connect conversations. Choose a short, clear, and memorable hashtag for your event and begin using it early. Don’t forget to include #EEANorwayGrants. If your project is being presented at an external event (such as a conference or fair), make sure your stand or presentation is staffed by people who understand the objectives and can speak about your results with confidence and clarity.
Invite journalists, civil society representatives, local stakeholders, and others who are involved in or interested in your project or the wider goals of the EEA Civil Society Fund. Public events can be a strategic opportunity to engage these audiences and highlight your achievements. A short and focused event—such as a debate, a panel discussion, an open day, or a site visit—can help you inform and inspire your target audience, whether they are local communities, youth groups, advocacy organisations, or policy-makers.
Depending on the nature of your project, different formats may suit your communication goals:
• If your project includes visible improvements (e.g. revitalised community spaces or artworks), you could host a guided tour or open event. • For projects with less tangible outcomes (e.g. improved civic skills, advocacy campaigns, or research), consider organising a seminar, workshop, or public debate. • You could also run a nationwide or regional event series, combining various formats to reach wider audiences. If media coverage is a goal, invite relevant journalists and provide them with clear, concise background information. Help them connect with people involved in or impacted by your work. For guidance, see the sections on ‘Press releases’ on pages 26.
Interactive activities are a great way to raise interest. Consider:
• Competitions (e.g. essays, photos, videos) for students, activists, or local communities • Online quizzes or challenges via social media • Showcasing winning contributions on your website, social media, or in public spaces
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Communication and Design Manual - EEA Civil Society Fund
Communication tools
Press visits to projects
Press conferences
Journalists often need access to real stories, real people, and real places. A visit to a project site can help them capture compelling images and narratives that bring your work to life. Make your project visit engaging and visually interesting: • Invite the media to observe an activity in progress • Provide access to people impacted by the project who are willing to speak about their experiences • Offer visuals that reflect the human side of your work—avoid limiting coverage to office settings Think like a journalist: What would make an engaging story? Who has a powerful personal story of change? Is there an activity or setting that lends itself to good photography or filming? Let interviewees know in advance if they will be speaking to the media and help them prepare if needed.
A press conference can be an effective tool for reaching a broader audience—but only when you have something genuinely newsworthy to share, such as the launch of a major campaign, the release of key findings, or the completion of a flagship project. Good preparation is essential. Define your core message and use storytelling techniques to make your points relatable and memorable. Choose a spokesperson who is confident, articulate, and well-briefed. High-level speakers or public figures who are not often available to the press may help attract media interest. Be sure they are prepared for tough or unexpected questions and ready to give follow-up interviews. Select the right time and location to accommodate journalists’ deadlines and schedules. Early in the week and in accessible venues are typically best. Alternatively, a unique location—such as a project site not usually open to the public—can increase interest. Prepare background materials for journalists: press releases, quotes, fact sheets, visual content, and contact information. Ensure that necessary technical equipment (e.g. microphones, projectors, livestreaming tools) is available and tested in advance.
Tip on press visits to projects
Use visuals and quotes from people whose lives have been impacted by your work. These personal elements help journalists craft meaningful stories that reflect the value of civil society and the support provided by the EEA and Norway Grants.
Tip on press conferences
• Stay on message and be ready to answer off-topic questions • Share key moments and visuals from the press conference live on your social media channels to maximise reach and engagement
Communication and Design Manual - EEA Civil Society Fund
25
Communication tools
Press releases
A press release should contain just the right information to help journalists understand your news and your organisation quickly. As a minimum, any press release must contain an acknowledgement of the support from Iceland, Liechtenstein and Norway through the EEA and/ or Norway Grants and the value of the support (this is a requirement). You should keep a record of the press releases you send out and to whom with a basic running sheet, and include a column for when a journalist responds to the release (e.g. column titles: journalist name, publication name, media type, e-mail, telephone, speciality/subject, last contacted, comment). What you should do when writing a press release:
What you should not do when writing a press release: Forget to issue release instructions: embargoes must be respected by journalists, so make it clear that the information should not be publicised before a certain date, if that is important for you. Worry about a lack of response: sometimes this information is stored for later use (i.e. they now know you exist).
Write in an upside-down pyramid style with the most important information first and the least important information last.
Time your release well. For instance, can it be linked to bigger news?
Carefully indicate and check facts and sources.
Include a quote or two from the appropriate person in your organisation (use spoken language and get the person to approve the quote).
Use marketing jargon/hype in press releases.
Give up: A journalist or medium that does not pick up on a story might just be too occupied with other things but might be interested next time.
Write simply and objectively (many journalists will reuse your formulations).
Apply the ‘Keep it Short and Simple’ (KISS) approach (explain technical terms).
If possible and appropriate, provide audiovisual material such as photos or videos (zipped formats) to accompany your release, and include copyright information.
Remember to consult the ‘Tips on photos’ section on page 21.
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Communication and Design Manual - EEA Civil Society Fund
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