“Macedonian language – protected and strengthened, once and for all, at home and abroad. Macedonian identity, Erga Omnes [for all uses],”, says this message of Zoran Zaev.

Macedonia’s government has launched what it calls an “informal” campaign promoting the recent agreement with Greece on its name, aimed at putting a positive gloss on the deal, which now goes to a referendum slated for September or October.

“The campaign is being prepared by the government service for public relations and for now it will run on social networks. It will emphasize the moments that are important to understand, the essence of the agreement with Greece, which now must pass a referendum,” the government press service told BIRN.

“Macedonian language – protected and strengthened, once and for all, at home and abroad. Macedonian identity, Erga Omnes [for all uses],” was the message posted on Prime Minister Zoran Zaev’s official Facebook page over the weekend.

It was accompanied by a photo of Zaev inside the tall “Makedonium” monument in the town of Krusevo, dedicated to the Ottoman-era Ilinden [St Elijah’s Day] uprising in 1903, a seminal moment in the struggle for Macedonian independence.

Another photo of Zaev’s recent meeting with the NATO Secretary General Jens Stoltenberg, carries the message: “Yes, for our union with the NATO member states!”

Another post on the government website, accompaned by a picture of Zaev and his Greek counterpart, Alexis Tsipras, from the deal signing ceremony that happened last month, reads: “With the agreement, we have the right to say that we are Macedonians, without any limitations.”

The minister for communications and transparency, Robert Popovski, said the government had opted against a traditional campaign, pouring money into the mainstream commercial media, which could endanger their independence.

“There will be no classic propaganda material in terms of preparation of adverts,” Popovski said, adding that the government would probably go for a direct approach, explaining the agreement through direct meetings with the people and by using only the national TV and the radio broadcaster, MRTV.

Under the agreement signed by the two foreign ministers in June 17, Macedonia is to change its name to the Republic of North Macedonia in exchange for the prospect of a swift accession to NATO and a start to EU accession talks.

The term Macedonian/Citizen of North Macedonia, will be used to officially describe the nationality of the majority population in the country, while the language will continue to be called Macedonian, with a note that it has a Slavic origin.

“I am Macedonian and I call on all of you, Macedonians, Albanians, Turks, Serbs, Vlachs, Roma, Bosniaks and all the rest, all of you – say Yes to our future”, Zaev appeals to Macedonian citizens in this message written in Serbian language.

For it to be fully implemented, the deal has to be supported by a majority of voters in Macedonia in a referendum slated for early September or late October.

Another photo of Zaev’s recent meeting with the NATO Secretary General Jens Stoltenberg, carries the message: “Yes, for our union with the NATO member states!”

On his Facebook page, Zaev has also made an appeal to Macedonian citizens.

“I am Macedonian and I call on all of you, Macedonians, Albanians, Turks, Serbs, Vlachs, Roma, Bosniaks and all the rest, all of you – say Yes to our future.”

Macedonia’s parliamentarians last week approved the long-negotiated agreement with 69 out of 120 deputies voting in favour.

However, the President, Gjorge Ivanov, and the opposition right-wing VMRO DPMNE party, have condemned it as a treasonous sell-out.

After signing the deal and after Greek lifted its veto, the EU gave Macedonia a conditional invitation to start long-awaited EU accession talks, subject to the fulfilment of various reforms.

At NATO’s forthcoming summit this month, the alliance is expected to issue an immediate invitation, which has been frozen since 2008 due to the unresolved dispute with Greece.