After few weeks on a road return to Brussels initially seemed without much of change. But then one installation (pictured above) grabbed my attention. It is breaking well predictable and rigid status quo of a city that is struggling with its identity. One of the headlines is shouting “Are you afraid of change?”
Apparently, this is one of 10 installations that celebrates Belgium’s EU presidency. This project is ran by “Fondation d’Atelier d’artistes Sans Frontières” and invites people to come up with ideas that would transform Brussels’ administrative ghetto (P.S. a term “ghetto” used by the organisation themselves) into a new network of businesses, public services and cultural amenities.
What a grand and noble artistic initiative. And without an irony, Brussels desperately needs to find an appealing and lovable edge. The problem with this initiative just like with many others in Brussels is that it is static, lacks a real conversation, vaguely defines target groups and communication messages to them.
Europe (meaning, European Commission, Parliament, etc) has an opportunity to play an influential role in driving a change in Brussels.
First, Europe needs to reinvent itself.
Everything starts with a clear, meaningful and engaging purpose. That means to build up an influential identity and communication. By saying influential I mean not only on a political level by connecting with people on their level across different groups. Creating an identity and offering that is not only respected but also welcomed and desired. It also means to make a workplace not only as a security nest but turning tasks and functions to be with a purpose and making it significant on all levels. A new working culture would lead building a brand that fosters diversity and sustainable communities. A word “Europe” would stand for a confident brand that works on initiatives that reaches it targets and people; achieves purpose and does it in efficient manner. It also includes synchronizing its currently fragmented communication.
Europe needs to act soon to answer the question “Are you afraid of change?”
Some examples of current thinking
I already mentioned that Brussels seemed unchanged after being away for few weeks. The image below is one case that illustrates that. Also, it is one of many examples that demonstrate that Europe’s initiatives of such kind lacks communication planning and more importantly – momentum.
To start with, I would like to underline that it is of utmost importance for Europe to give its support at all levels to reduce a risk for humanitarian aid workers be wounded or killed on the missions.
About the above-illustrated case. I still cannot figure it out who is the target group and why this poster is up (apart from the fact, that, probably, EC owns the space and it is located in EU institution area).
If a target group is just like myself, an ordinary driver, who either sits in a traffic jam and happens to see the poster or is passing it by at the speed of 50km/h and might (but not necessary) see a fraction of it, then the communication signals an inefficiency.
If a target group is described as professional organisations, then again, this piece of work signals inefficiency as there are many other ways of reaching them more effectively.
This particular initiative has 3 major issues:
a) lacks the focus of target audience
b) coverage (well, there was this tweet & this very general press release, which does not call for targeted action)
c) lacks clear purpose and anticipated engagement
This sort of approach to communication is even more alarming when seen in the context of Eurobarometer data on Humanitarian Aid that reflect opinion of citizens across EU that was released in July 2010.
Here are four reasons and facts that speak by themselves:
First, only 15% of respondents are aware that EU finances humanitarian aid
Second, 51% does not now that EU finances humanitarian aid activities outside EU.
Third, 81% thinks that are not well informed (31% – no at all informed) of EU’s humanitarian aid activities.
Fourth, 86% of EU citizens say it is important (38% – very important) for them that EU informs about humanitarian aid activities.
A bonus campaign
Berlaymont building is special. This is the main media that features all EU’s activities, some of them most of us have never heard of and never will. They are changing these huge posters every third week or so. I will leave you with this image from the latest campaign to find which is a logo the ad talks about. I am still struggling to give a correct answer (if there is any at all).
Europe: “Are you afraid of change?”
After few weeks on a road return to Brussels initially seemed without much of change. But then one installation (pictured above) grabbed my attention. It is breaking well predictable and rigid status quo of a city that is struggling with its identity. One of the headlines is shouting “Are you afraid of change?”
Apparently, this is one of 10 installations that celebrates Belgium’s EU presidency. This project is ran by “Fondation d’Atelier d’artistes Sans Frontières” and invites people to come up with ideas that would transform Brussels’ administrative ghetto (P.S. a term “ghetto” used by the organisation themselves) into a new network of businesses, public services and cultural amenities.
What a grand and noble artistic initiative. And without an irony, Brussels desperately needs to find an appealing and lovable edge. The problem with this initiative just like with many others in Brussels is that it is static, lacks a real conversation, vaguely defines target groups and communication messages to them.
Europe (meaning, European Commission, Parliament, etc) has an opportunity to play an influential role in driving a change in Brussels.
First, Europe needs to reinvent itself.
Everything starts with a clear, meaningful and engaging purpose. That means to build up an influential identity and communication. By saying influential I mean not only on a political level by connecting with people on their level across different groups. Creating an identity and offering that is not only respected but also welcomed and desired. It also means to make a workplace not only as a security nest but turning tasks and functions to be with a purpose and making it significant on all levels. A new working culture would lead building a brand that fosters diversity and sustainable communities. A word “Europe” would stand for a confident brand that works on initiatives that reaches it targets and people; achieves purpose and does it in efficient manner. It also includes synchronizing its currently fragmented communication.
Europe needs to act soon to answer the question “Are you afraid of change?”
Some examples of current thinking
I already mentioned that Brussels seemed unchanged after being away for few weeks. The image below is one case that illustrates that. Also, it is one of many examples that demonstrate that Europe’s initiatives of such kind lacks communication planning and more importantly – momentum.
To start with, I would like to underline that it is of utmost importance for Europe to give its support at all levels to reduce a risk for humanitarian aid workers be wounded or killed on the missions.
About the above-illustrated case. I still cannot figure it out who is the target group and why this poster is up (apart from the fact, that, probably, EC owns the space and it is located in EU institution area).
If a target group is just like myself, an ordinary driver, who either sits in a traffic jam and happens to see the poster or is passing it by at the speed of 50km/h and might (but not necessary) see a fraction of it, then the communication signals an inefficiency.
If a target group is described as professional organisations, then again, this piece of work signals inefficiency as there are many other ways of reaching them more effectively.
This particular initiative has 3 major issues:
a) lacks the focus of target audience
b) coverage (well, there was this tweet & this very general press release, which does not call for targeted action)
c) lacks clear purpose and anticipated engagement
This sort of approach to communication is even more alarming when seen in the context of Eurobarometer data on Humanitarian Aid that reflect opinion of citizens across EU that was released in July 2010.
Here are four reasons and facts that speak by themselves:
First, only 15% of respondents are aware that EU finances humanitarian aid
Second, 51% does not now that EU finances humanitarian aid activities outside EU.
Third, 81% thinks that are not well informed (31% – no at all informed) of EU’s humanitarian aid activities.
Fourth, 86% of EU citizens say it is important (38% – very important) for them that EU informs about humanitarian aid activities.
A bonus campaign
Berlaymont building is special. This is the main media that features all EU’s activities, some of them most of us have never heard of and never will. They are changing these huge posters every third week or so. I will leave you with this image from the latest campaign to find which is a logo the ad talks about. I am still struggling to give a correct answer (if there is any at all).