The European Initiative for Media Pluralism (EIMP) brings together organisations, media, and professional bodies from throughout Europe with the immediate purpose of running a European Citizens Initiative (ECI) demanding the implementation of an EU Directive on media pluralism. The ECI is a new tool of participatory democracy introduced from April 2012 by the Lisbon Treaty, which allows civil society coalitions to collect online and offline one million signatures in at least 7 EU member states to present directly to the European Commission a proposal forming the base of an EU Directive, initiating a legislative process.