The “Cidadão Digital” campaign, promoted by the Agency for State Technological Reform (ARTE), is using television, digital media and social media to encourage the use of online public services. The initiative includes thematic videos generated by artificial intelligence and aims to simplify the relationship between citizens, businesses and the Public Administration.
A Agência para a Reforma Tecnológica do Estado (ARTE) lançou a campanha nacional “Cidadão Digital”, com o objetivo de aumentar a utilização dos serviços públicos digitais em Portugal. Sob o mote “O próximo passo é clicar”, a iniciativa procura mostrar como é possível tratar de diferentes assuntos com o Estado de forma mais simples, rápida e acessível, sem necessidade de deslocação a um balcão de atendimento.
With a multimedia presence, the campaign is being promoted on television, digital platforms, social media and across more than one thousand Lojas and Espaços Cidadão. The focus is on promoting the services available through Loja de Cidadão Virtual, the gov.pt app and the gov.pt portal, which provide access to hundreds of public services online.
The initiative also includes the progressive launch of thematic videos generated by artificial intelligence (AI). Using everyday situations, the content demonstrates the features of the gov.pt ecosystem and the ways in which citizens and businesses can use digital services.
The topics covered include Chave Móvel Digital, Loja de Cidadão Virtual, family document management, document renewal, Carteira Digital da Empresa and digital signatures. The campaign also explains how to present documents through the gov.pt app, for example during a police traffic stop.
The first television advert aired on 29 September and is dedicated to the gov.pt ecosystem, presenting the main digital channels and services available within a single environment.
The initiative comes at a time of growing adoption of the State’s digital services. Portugal already has more than five million active Chaves Móveis Digitais, around 2.5 million users of the gov.pt app and almost two million services completed through Loja de Cidadão Virtual.
