Overall objective

To strengthen the EU’s ability to engage in a meaningful and effective dialogue with selected target audiences in China in order to enhance the widespread understanding and visibility of the Union and its role on the world scene.

Specific objectives

The specific objectives of this contract are as follows:

·         To promote an enhanced image of the EU and thereby positively influence the perception and likeability of the EU among the target audiences in China

·         To build trust and mutual understanding between the EU and China to create and nurture an environment that is conducive for intensified political dialogue and bilateral relations

·         To promote a united picture of the EU and its Member States towards the Chinese target audiences in order to project a strong, clear and unified EU voice vis-à-vis China.