The Eastern European referendum campaigns on the accession to the European Union–a critical analysis

• This article analyses the communication campaigns organized to increase support for European Union (EU) membership, during referendums held between March and September 2003 in Central Europe. The focus is on the official campaigns, organized and sponsored by the Hungarian, Polish and Estonian governments. The first part of the paper reviews the special characteristics of referendums and information campaigns, followed by the challenges communication planners faced, during planning and implementing the campaigns. The common features and themes of the national campaigns, as well as the differences, are identified and analysed. The article concludes with some important lessons and recommendations to be used by future referendum campaign planners and implementers.

Copyright © 2007 John Wiley & Sons, Ltd.