Euro chiefs unveil Emu hard-sell
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.European Union monetary chiefs yesterday brushed aside any threat to the launch of the single currency from the financial turmoil in Asia, moving instead to unveil a massive Europe-wide marketing campaign to indoctrinate the general public into acceptance of the new money.
The Asian crisis would have no impact whatsoever on the timing of the launch of economic and monetary union because Europe has remained a haven of "cohesion and stability" from the outset, Yves Thibault de Silguy, the European monetary affairs commissioner said.
But only three months away from the crucial decisions on which countries will be admitted to the first wave of monetary union, the Commission is now turning its attention for the first time to the public. "The indications we have are that there is a very low level of information out there, even in those member states where a majority of people consider Emu a good thing," admitted a spokesman.
But while the Commission now believes it is time to hit the living rooms of Europe (television and radio advertisements should start soon, the Commission advises) it is being careful to avoid a Big Brother approach.
But there is scepticism that the sums of money being earmarked for the campaign, around pounds 20m this year and pounds 25m in 1999, are too meagre given the enormous challenge of selling the Euro. Officials concede it would not measure up to even a fraction of the annual Coca-Cola marketing budget but say they expect member states to stump up at least the same amounts nationally.
What about the people of Britain, Sweden, Denmark and Greece who will not be in at the start? Governments in these countries are being warned "to contemplate preparing specific messages for their citizens".
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments