The Ministry of Education and Science of Ukraine approved the communication strategy of the Ministry of Education and Culture for 2017-2020. The corresponding decision was adopted by the Board of the Ministry, the strategy is available for viewing on the official website by link.
The purpose of creating the strategy is to increase the level of citizens' trust in the actions of the Ministry of Education and Culture, to strengthen support for reforms, to transform traditional information and explanatory work, turning it into communication work.
This involves not only one-sided informing about activities and decisions already made, but transparency of the work of the Ministry, participation in decision-making by interested stakeholders, target groups in the educational and scientific spheres, and the public. Mechanisms for two-way exchange of messages and effective consideration of public and expert opinion will be created.
"During the work on the creation of the strategy, a lot of sociological and analytical materials were processed, which showed that a stable foundation for supporting reforms has not been formed in society. Therefore, the main strategic goal is to raise awareness of the role of education in society, to form a demand for reform among all target groups, to propose to society the purpose/mission of Ukrainian education. Based on this goal, the tasks were formed - to reform the image of the Ministry of Education and Culture, to plan communication activities according to the Ministry's 4 priorities, defined in the government's medium-term program," said adviser to the Minister of Education and Science Ivanna Kobernyk.
The communication strategy describes in detail the communication according to the 4 priorities defined by the Ministry of Education and Culture until 2020 - secondary education reform "New Ukrainian School", modernization of professional and technical education, ensuring the quality of higher education, as well as creating a new system of management and financing of science.
The concept of the new visual identity of the Ministry of Education and Science of Ukraine was also developed within the communication strategy.
"In September 2017, the Verkhovna Rada adopted the Law "On Education" developed by the Ministry of Education and Science, which initiates systemic reform. However, change cannot be implemented without the support of people. In order to convey reform ideas, the Ministry can no longer (and does not want to) communicate formally and superficially, as it once did. The new communication system needs new symbols and a new design - modern, open and integrated", - it is noted in the presentation of the new visual identity of the Ministry of Education and Culture.
Until today, the MES did not have a single style. Neither the color scheme, nor the fonts, nor the placement rules were fixed. There was no single official logo of the Ministry and several unofficial logos were used at the same time.
That is why a complete set of visual solutions was developed - from the new logo and approved font to the possible design of communication campaigns and presentation products.
The main idea of new visual solutions is to focus on education and science, and not on the ministry as such.
"The new style of the Ministry of Education and Culture will help make all types of communication of the Ministry modern and open. We refuse gold embossing, artificial pseudo-luxury in favor of simple clear lines and laconic images," says the presentation of the new visual identity of the MES.
The communication strategy was developed jointly with the Public Organization "Communications for Change", which has experience in building communication strategies for the Government and ministries of Ukraine in 2014-2016. The concept of the visual identity of the Ministry of Education and Culture was developed by the Projector design school under the leadership of Oleksandr Tregub. No funds from the state budget were spent on the development of the communication strategy and visual identity.
