Brussels, 05/09/2008 (Agence Europe) - On 4 September, the Czech government launched a far-reaching communication campaign with a view to its EU Council presidency during the first half of 2009, with a highly ambiguous catchphrase: “Evrope to osladime”. Literally, the Czech wording has a positive meaning (to sweeten with sugar) but, in more current usage, it means “to be sickening” or “I'll make your life hell”. “The slogan plays on at least two meanings, the second being somewhat provoking”, admitted Prime Minister Mirek Topolanek, who presented the campaign to the press accompanied by the deputy prime minister for European affairs, Alexandr Vondra. The slogan is all the more ambiguous as, in the past, President Vaclav Klaus (well known for his very eurosceptical stance) said he feared European integration would make the Czech identity dissolve “like sugar in a cup of coffee”. The government stresses that the aim of the campaign is to draw Czechs' attention and interest by using “original and amusing methods”. The campaign includes advertising panels and televised ads showing seven personalities such as footballer Petr Èech, architect Eva Jiøièná and top model Terez Maxová playing with a sugar cube. Czechs say the sugar cube is a Czech invention dating back to 1843. (H.B./transl.jl)