PDP2: Communication & Awareness raising Campaign on Civil Society

The project addresses critical and escalating challenges facing the civil society sector in Slovakia. In recent years, civil society organisations (CSOs) have become increasingly targeted by political attacks, misinformation, and orchestrated negative narratives that have significantly undermined their credibility and operational capacity. These disinformation campaigns and politically motivated critiques jeopardise both the legitimacy of CSOs and their ability to mobilise public support. Additionally, a law on non-governmental organisations has been in force since June 2025 which had disproportionately increased their administrative burden and introduces excessive controls, with expectations that the state may use these controls to question the adequacy of CSOs. Efforts to minimise the civic space persist in Slovakia, requiring the sector to respond to new legislative proposals and false or offensive media statements. As a result, there is an urgent need to not only defend the integrity of the sector but also to actively foster public awareness and trust in civil society as a cornerstone of democratic participation. This pressing situation has been recognised by multiple European institutions, including the European Commission and OSCE, highlighting the importance of timely and coordinated action to safeguard the democratic function of civil society in Slovakia. 

The project implements a comprehensive, three-pillar approach to strengthen civil society's communication resilience, build public trust in CSOs, and enhance the sector’s financial sustainability and overall legitimacy in Slovakia. 

The first activity involves a large-scale communication campaigns utilising traditional media as major broadcasting agencies and digital platforms supported by advanced media monitoring and data analytics. This measure encompasses creative writing, design, copywriting, production, campaign launch, and online boosting, delivered through two strategic campaigns: 

1. The first campaign will take place in early 2026 (February-April 2026) and will call on individuals to support CSOs through the income tax assignation mechanism, thereby building a positive image of the NGO sector and helping increase financial support. The campaign builds on a significant shift in public policy concerning the tax designation mechanism. In 2026, individual taxpayers will, for the first time, be allowed to designate 2% of their taxes not only to NGOs but also to their parents. This change creates a new opportunity to expand the pool of engaged individual taxpayers participating in the tax designation mechanism, which has existed in Slovakia since 2002. Despite its long-standing presence, the mechanism has consistently reached only about two-thirds of its revenue potential. We believe that this campaign will contribute to a substantial increase in participation and, consequently, in the overall volume of donations directed to civil society organisations. As a result, the campaign helps build a positive public image of CSOs and supports the long-term financial sustainability of the sector. Monitoring reports will document campaign's reach, engagement, and impact, capturing main achievements and lessons learnt. 

2. The second campaign will be launched in the run-up to the parliamentary elections, with flexibility built in to respond to political developments including the possibility of early elections.  

Each campaign will consist of a main video spot, additional visuals presented via social media. The campaigns will be supplemented by press releases distributed to a wide range of media outlets, supported by paid publication in major news agencies in Slovakia. Monitoring reports will document each campaign's reach, engagement, and impact, along with a summary report capturing main achievements and lessons learnt. 

The second activity establishes an agile response mechanism providing rapid strategic communication support to address emerging challenges such as politically charged misinformation, sudden smear campaigns, or other forms of public attacks against CSOs and their leaders, particularly women and LGBTIQ+ activists. This component introduces systematic monitoring of traditional media combined with continuous, day-to-day analysis of major social media platforms using advanced analytical software solutions. The monitoring serves as an early-warning system and a baseline for rapid response and crisis communication through targeted micro-campaigns designed to counter attacks and false narratives directed at CSOs, which are expected to increase as parliamentary elections approach. A toolkit with guidelines will be prepared in cooperation with media and crisis communication experts to help CSOs manage and counteract misinformation, promoted through a webinar demonstrating its practical application. Selected micro-campaigns will be documented as case studies of good practice and made freely available to other organisations, contributing to knowledge-sharing and strengthening the overall resilience of the civil society sector. 

The third activity focuses on strengthening communication capacities of CSOs through a structured programme of training and knowledge exchange. This includes in-person trainings on communication and crisis communication, as well as online webinars, with thematic content complementing each training event. To ensure accessibility, webinars will be open to participants from all over Slovakia, with consideration given to organising in-person training in underserved regions for better reach to local and regional CSOs. Participating organisations and those targeted by attacks will be able to access expert consultations with PR and crisis communication specialists to improve their communication strategies or manage crisis situations. The activity will establish an informal network where CSO communication staff can exchange experiences, seek advice, and motivate each other, supported by regular communities of practice and peer support meetings throughout the project period. Together, these integrated measures address both immediate challenges and long-term sustainability, establishing infrastructure and expertise that will continue to serve the civil society sector in the years ahead. 

Contributing to Programme Objective: A vibrant and resilient civil society that protects and promotes democracy, the rule of law, and human rights.

Primary Outcome: Outcome 3 – CSOs that promote democracy, the rule of law, and human rights, strengthened

The project directly contributes to strengthening civil society organisations that promote democracy, rule of law, and human rights in Slovakia. Through integrated communication strategies, rapid response mechanisms, and capacity building, the project will result in CSOs with improved overall organisational strength and enhanced ability to fulfil their democratic function.

Result 1: Enhanced Public Awareness and Support for Civil Society 

The large-scale communication campaigns will improve public perceptions of civil society and increase trust in CSOs as essential democratic actors. Through strategically timed campaigns around the tax designation period and pre-election phase, the project will encourage financial support to the NGO sector and strengthen the positive image of civil society during critical moments. The professionally produced audiovisual materials and sustained social media presence will ensure fact-based messaging reaches broad audiences across Slovakia. 

Primary beneficiaries: 

• Civil society organisations gaining increased visibility, improved public image, and potentially increased funding through the tax designation mechanism 
• The general public gaining a deeper understanding of the essential role CSOs play in upholding democratic values 
• Policy makers and opinion leaders receiving accurate information and advocacy messages 
• Individual taxpayers and the general public (greater awareness and opportunities for civic engagement) 

Result 2: Strengthened capacity of CSOs to respond to misinformation, smear campaigns, and public attacks. 

The project will establish a rapid response communication mechanism supported by systematic monitoring of traditional and social media. CSOs will benefit from quick-response micro-campaigns, crisis communication support, and practical tools to counter false narratives and politically motivated attacks, particularly those targeting women and LGBTIQ+ activists. 

Primary beneficiaries: 

• CSOs and their leaders exposed to disinformation and reputational attacks 
• Women and LGBTIQ+ activists 
• The wider civil society sector through shared case studies and knowledge resources 

Result 3: Enhanced communication capacities across the civil society sector. 

CSO professionals will gain strengthened communication and crisis communication skills through in-person trainings and online webinars accessible across Slovakia, including underserved regions. Organisations facing attacks or crisis situations will benefit from tailored expert consultancy with PR and crisis communication specialists. The established informal network and regular peer support meetings will ensure ongoing knowledge exchange, mutual support, and collaboration across the sector throughout the project period and beyond. 

Primary beneficiaries: 

• CSO communication staff and volunteers gaining skills development and access to a peer network 
• CSOs in underserved regions benefiting from accessible training opportunities 
• Organisations facing crisis situations receiving expert consultancy support 

Overall result: The project will contribute to a more informed, resilient, and engaged civic landscape in Slovakia by enhancing democratic participation and building resilience against disinformation. By reinforcing the legitimacy of CSOs and equipping them with professional communication tools, rapid response capabilities, and sustainable networks, the project generates lasting value across the entire civil society ecosystem. The comprehensive engagement with CSOs, experts, and the general public strengthens democratic foundations while creating infrastructure and expertise that will serve the sector well beyond the project period, contributing directly to the Civil Society Fund's outcome framework.