27 November 2007 Europe Direct Bornholm

Telling the story

Experiences in communicating EU Cohesion Policyon Bornholm (DK)

By Niels Chresten AndersenHead of Europe Direct Bornholm

27 November 2007 Europe Direct Bornholm

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

27 November 2007 Europe Direct Bornholm

Challenges….

• 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

Structural Funds

27 November 2007 Europe Direct Bornholm

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

27 November 2007 Europe Direct Bornholm

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!

27 November 2007 Europe Direct Bornholm

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

27 November 2007 Europe Direct Bornholm

• 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

Turning EU information into local action

Key word: Proactive!

27 November 2007 Europe Direct Bornholm

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.

27 November 2007 Europe Direct Bornholm

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)

27 November 2007 Europe Direct Bornholm

Thank you for listening!

Niels Chresten AndersenEurope Direct Bornholm

Ullasvej 23, DK-3700 RønneTel: +45 5692 1303

europedirect@brk.dkwww.bornholm-eu.dk