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Telling the story

Telling the story. Experiences in communicating EU Cohesion Policy on Bornholm (DK). By Niels Chresten Andersen Head of Europe Direct Bornholm. Bornholm. 43 000 inhabitants More than 600 000 visitors annually 29 local community organisations Great natural, cultural and culinary heritage

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Telling the story

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  1. Telling the story Experiences in communicating EU Cohesion Policy on Bornholm (DK) By Niels Chresten Andersen Head of Europe Direct Bornholm Europe Direct Bornholm

  2. Bornholm • 43 000 inhabitants • More than 600 000 visitors annually • 29 local community organisations • Great natural, cultural and culinary heritage • Central location in the Baltic Sea Region Europe Direct Bornholm

  3. Challenges…. Structural Funds • Accessibility • Island, rural and peripheral • Population • Depopulation since 1980 • Growing lack of young people • Business • Agriculture, fishing and tourism the dominant industries • A business structure based on micro enterprises • Low educational and income levels • 3-5 MEUR per year from Structural Funds invested in • Better infrastructure • More qualified labour force • New higher educational offers • Innovation and SME development • Modernised and diversified agriculture, fishing and food industry • Tourism development • International cooperation Europe Direct Bornholm

  4. Cohesion Policy = to meet the needs of tourists, feeling a call of nature? Raising awareness among potential beneficiaries – yes! BUT also Explaining and improve understanding among the citizens in general Europe Direct Bornholm

  5. The mental barriers • EU is trying to buy our support! • Only bad businessmen need EU grants – good businessmen not! • Why cannot all get grants from EU? • Why first send money to Brussels, and then get them back again? • The ”EU language”, not for ordinary people...? From EU to you! Europe Direct Bornholm

  6. Explaining Cohesion Policy • Links to the Single Market and the EMU • Cohesion Policy allows all parts of EU and all groups to get advantage of the EU cooperation • The basic principles • Concentration • Partnership and subsidiarity • Additionality • Multiannual programmes • Sustainability • Equal opportunities Europe Direct Bornholm

  7. Turning EU information into local action • Homepage • Electronical newsletter 26-30 issues per year • Media contacts • Publications and videos • Annual fairs • Monthly Europa Café • Conferences • Documentation centre • Q&A service, first stop • Guest teaching • Training and exchange • TA and partner search • Networking • Cross border cooperation Key word: Proactive! Europe Direct Bornholm

  8. Local organisation and partners 1994-2004: Rural Carrefour relay 2005- ?: Europe Direct relay Hosted by the Growth & Regional Development Unit, dealing with structural fund programmes, EU Growth & Jobs Strategy, Traffic, Education and Culture. Close cooperation with EC Representation, economic and social partners on Bornholm, media, libraries and schools etc. Europe Direct Bornholm

  9. Experiences… • Cohesion Policy must be understood • Not only as money available for someone • The most effective communication is proactive and local based • Stories related to local situation and effects • Easier access to the local media, and to follow up • Easier to reach schools and potential beneficiaries • Easier to connect information relays with structural fund management and other key actors in relation to the Cohesion Policy (communicating teams) Europe Direct Bornholm

  10. Thank you for listening! Niels Chresten Andersen Europe Direct Bornholm Ullasvej 23, DK-3700 Rønne Tel: +45 5692 1303 europedirect@brk.dk www.bornholm-eu.dk Europe Direct Bornholm

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