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In view of the significant developments that the European Union’s (EU) political environment has
undergone, this study aims at examining whether it’s institutions have adapted their political
communication efforts credibly. The decade of 2008 to 2018 gave birth to fundamental
environmental changes and major crisis confronting European liberal democracies and the whole
Union. The digital transformation, the Eurozone and refugee crises and the rise of populist
euroscepticism have changed the way citizens perceive the EU. The fact that most research in this
field was conducted before this decade makes it urgent to examine the status-quo of the institutions
communication and answer this study’s research question: Are the EU’s political communication
actions up-to-date with the latest developments? To answer this, the study examines the
developments in Germany and Portugal, that, being traditionally pro-European countries, were
significantly affected by the different developments. Consisting of a two-step-analysis, the study
includes a qualitative content analysis of the EU institutions’ awareness campaigns in 2018/2019
and a SWOT-analysis for the mid- to long term perspectives. The central finding of this study is
that although the EU institutions are using the right tools to communicate to citizens they have
missed out to confront the main drivers for euroscepticism and therefore reach citizens who are
not yet convinced of the European project.