To raise the profile, awareness and understanding of the EU action and its rationale within the framework of the EU MIP for Malawi and of the shared values and principles that lie at the basis of the MIP.
This will entail:

• ensuring a positive perception of the EU and maintaining support to and understanding of the EU and its partnership and international values among target audiences
• informing on the activities of the EU in Malawi in line with the MIP and the Global Gateway strategy
• establishing and/or strengthening relationships with key identified target audiences for strategic communication and, where relevant, public diplomacy, including the media, through tailored actions.