Audiovisual services and media training have to be built on intimate knowledge of the main issues of DG SANCO and selectively address the main targets:

• Policy-makers, who must understand the cutting-edge and complementary value of the actions of DG SANCO.
• The various media, which must capture the essence and originality of the messages of DG SANCO.
• Citizens and/or specific actors, who must clearly understand that they are the final beneficiaries of DG SANCO policies.

One of the European Commission's priorities in all of its communications is a bottom-up approach that highlights the good practices at grass-root levels and is based on intensive dissemination of what is achieved at the local level in the various projects supported by the European Union.

A major issue for the DG SANCO communication will therefore be powerful audiovisual products on the project achievements. Communicating on people, their stories and best policy practices, and stimulating genuine and broad partnerships requires specific audiovisual products that are at the core of our consortium's philosophy and experiences.

DG SANCO works closely with the media in the Member States, particularly with the journalists specialised in its fields of activity. The media are central to the dissemination strategy of audiovisual services, as they represent a cost-effective way of generating the desired quantitative impact. The media training provided, will greatly benefit DG SANCO to improve their dealings with these important partners.