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Campaigns on mandatory digital self-service and mandatory Digital Post

10-12-2015 News UK

An important focus area of the the current Joint Government eGovernment strategy, which was adopted in 2011, was to ensure that the public would be properly informed about the transition to mandatory digital communication with public authorities. In addition, it was agreed that assistance should be provided to citizens who faced difficulties in the transition to digital. Therefore, annual campaigns have been run since 2012 to inform the public about the mandatory digital self-service solutions and about mandatory Digital Post.

With the implementation of the current Joint Government eGovernment Strategy, a gradual transition has taken place in a number of areas to mandatory digital communication with  public authorities. On 1st November 2014, it became mandatory for citizens to receive Digital Post from public authorities, and on 1st December 2015 the fourth and final set of digital self-service solutions became mandatory. All these digital initiatives have been communicated to the public through annual campaigns. The campaigns have achieved great results and attracted attention - the Digital Post Campaign even won the IAA Prize 2015 for best national public service campaign.

The target group of the campaigns was all citizens over 15 years. With such a large audience, it is necessary to communicate at different levels and through different channels. The "global" communication (mass communication) has been combined with "local" communication in the form of communication and access to resources in the community. Thus, the campaigns have included both media ads, PR efforts, network communication, communications from public authorities, and merchandise.

A common visual identity and terminology
In 2012 a common public visual identity was developed to be used in the campaigns. Moreover, common messages were prepared to be used nationally. This means that citizens have encountered a recognisable and uniform look and terminology, regardless of which public sector body that published the information. The uniform communication has helped provide reassurance and familiarity.

Billede af kampagnemateriale

To help raise awareness of the transition to mandatory digital communication, a variety of communication products were used, e.g. web banners, the magazine 'Netliv', campaign videos, advertisements, posters, a Facebook quiz - and even branded sweets. The products are used by public authorities and civil society organisations in their outreach programmes.


Initiatives - Generation Meetings, singing, and outreach
The transition to mandatory digital communication has been carried out in close cooperation with public authorities on all levels of government and with civil society organisations. That the key messages have been disseminated so widely is largely due to the hard work and ingenuity of the many campaign partners. Over the years, many fun and exciting initiatives have been launched around the country in connection with the campaigns, including daily singing about NemID on the town square in Varde, 'generation meetings' between elderly and young people in Hadsten and Hillerød, to employees in 'Where's Wally' costume in Morso, and outreach in Vollsmose.

Billeder fra events

In addition to that, national competitions have playfully pitched public authorities and civil society organisations against each other and celebrated those who were most successful in informing citizens about the transition to digital.

Billeder fra prisoverrækkelse november 2015 

There is no doubt that the campaigns have been a major reason why we have come so far with digitising communication between public authorities and citizens . The interplay between centrally developed design and products and a plethora of local initiatives has worked well, and the messages on mandatory digital communication have been received and understood by the public.