SASME+ HANDBOOK by Stowarzyszenie MANKO

Table of content 1.

BACKGRO UND ............................................................................................................................................ 4

CHANGEMAKERS ....................................................................................................................................... 10 Awareness raising and social campaigns....................................................................................................... 10 A glance at history of social campaigns ......................................................................................................... 11 What is a Public Awareness Campaign (PAC)? .............................................................................................. 11 How to Create a Public Awareness Campaign............................................................................................... 13 Civil media in service of public awareness campaigns. ................................................................................. 16

SOCIAL CAMPAIGNS – from the idea to the effect .................................................................................. 18 Introduction to the Senior Card Campaign. .................................................................................................. 18 Research - find data confirming the problem you want to highlight and define needs ............................... 19 Practice ...................................................................................................................................................... 20 Tips ............................................................................................................................................................ 21 Define mission ............................................................................................................................................... 23 Practice ...................................................................................................................................................... 23 Tips ............................................................................................................................................................ 23 Goals and achievement indicators ................................................................................................................ 24 Practice ...................................................................................................................................................... 24 Tips ............................................................................................................................................................ 25 Target audience ............................................................................................................................................. 26 Practice ...................................................................................................................................................... 26 Financial resources ........................................................................................................................................ 29 Practice ...................................................................................................................................................... 30 Tips ............................................................................................................................................................ 32 Message, tools, brand. .................................................................................................................................. 32

------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

Practice ...................................................................................................................................................... 32 Tips ............................................................................................................................................................ 34 Establish media relations and/or create your own ones .............................................................................. 35 Practice ...................................................................................................................................................... 35 Tips ............................................................................................................................................................ 38 Creating supportive community and engaging community leaders ............................................................. 39 Practice ...................................................................................................................................................... 40 Tips ............................................................................................................................................................ 46 Evaluation ...................................................................................................................................................... 46 4.

GOOD PRACTICES FROM PARTNER COUNTRIES ...................................................................................... 49 If you drive too fast, you may regret it! ........................................................................................................ 49 My Gender Rights .......................................................................................................................................... 54 The Unwritten Letters from Seniors of our Family........................................................................................ 57 The Beach Thieves, Sardinia, Italy ................................................................................................................. 59

1. BACKGROUND Population ageing is a long term trend which begun decades ago in Europe and is visible in the transformation of the age structure of the population. It is reflected in increasing share of older persons in the total population. The share of population aged 65 years and over is increasing in every EU member state, EFTA country and candidate country. In 2018 nearly one-fifth (19%) of the whole population of the EU was aged 65 and more. Moreover, by 2100 the share of people of 80 years and more is expected to be more than double and reach 14,6%. 1 Making active and healthy ageing a reality, by keeping the older people healthy, independent and fulfilled is a challenge for Europe, and it needs to be address comprehensively. 2 The need for active ageing policies has been emphasized in many EU policy documents like the EU2020 strategy for smart, sustainable and inclusive growth. The relevant priorities are also included in the Flagship initiative Agenda for new skills and jobs, setting the goal of employment of 3 out of 4 Europeans aged 20-64. To meet this goal it was inevitable to introduce programs and policies supporting healthy and active ageing together with lifelong learning. Europe needs initiatives that will raise awareness about what population ageing means for economy, society or individuals. This guidebook was published under the EU co-funded ERASMUS+ project SASME+ Civil media in service of social activation of the seniors, in response to the need of raising awareness of people all over the Europe on the important role of the seniors in the society and economy, not only in the wide European or national scale, but also locally. Although sometimes astounding things happen, most changes occur in small steps. The more educated, healthy, active and happy the seniors are, the more benefits for the whole constantly ageing society and future generations. Population structure and ageing (2019). Eurostat. [Online]. Access: https://ec.europa.eu/eurostat/statisticsexplained/index.php/Population_structure_and_ageing#The_share_of_elderly_people_continues_to_increase [January, 2020] 2 Population ageing In Europe: Facts, implications and policies. Directorate General For Research and Innovation (2014). [online] Access: https://ec.europa.eu/research/social-sciences/pdf/policy_reviews/kina26426enc.pdf [January, 2020] ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 1

The project SASME+ Civil media in service of social campaigns supporting activation of the seniors, was inspired by activities of MANKO Association, located in Poland, aimed at multifaceted support of the seniors - people 60 years old and above. The association was founded in 1998 as the students’ organization at Krakow University of Economics and from the very beginning it had been engaged in creation of the civil media as well as organization of public awareness campaigns. Its projects have always tackled important, difficult and controversial problems, such as public smoking, HIV/AIDS, etc. Promoted issues related to health, environment, social problems, publicized such values as freedom of speech, solidarity, democracy, personal development. The greatest success of MANKO Association was implementation of the law introducing the cigarette smoking ban in public areas and restaurants in 2010.

Currently organization focuses on the pro-seniors’ activities. The responsibility for the future remains mostly with young people, but every single person have power to change reality. Therefore MANKO have begun to activate the seniors, to make them believe in themselves and give the power to decide. The association organizes trainings, workshops, conferences for people 60+ and stakeholders, promoting active ageing healthy lifestyle, and cooperation. It issues magazines created for the seniors and partially by the seniors, such as the Voice of Seniors magazine and the European Voice of Seniors, through which they are educated in the fields of economy, health, legal issues, security and other important aspects of the seniors’ live. The magazines also reach stakeholders and enterprises to raise awareness of the silver economy. For the past 7 years MANKO have been implementing a public awareness raising campaign called the Senior Card Program, which together with the citizen magazine the Senior

Voice were the inspiration and background for the SASME+ project. The senior card is a benefit card, entitling seniors to discounts in companies and entities that joined the program. With this handbook we would like to share the experience in organizing such raising awareness campaigns, with the social goal, by the example of the MANKO’s Senior Card program, which since 2014 have gathered around the idea over 2000 public and private institutions offering discounts for the seniors, 150 self-governments have joined the SeniorFriendly Municipality Program very much related with the Senior Card Campaing and over 300 000 seniors have received the benefit card already. In 2016 MANKO Association decided to expand this idea of social activation of the seniors to other EU countries. The SASME project (Social Activation of the Seniors through Media Education) has been launched. Its aim was to provide adult education institutions (mainly focused on education of seniors) with a comprehensive set of materials to activate seniors through involvement in civil media and awareness raising campaign. The SASME project offered: x x x x x

training program on civil media, ready to implement in the offer for seniors, educational materials supporting trainers in content delivery, as well as trainees in acquiring knowledge: short informative videos), educational board game – “Flying reporters”, European Senior Voice magazine as a tool for transferring knowledge on health, culture, travels, security, legal issues, etc. and the "laboratory" environment for shaping basic skills – participation in the European Senior Card social campaign - a tool for raising awareness and shaping social and entrepreneurial, skills of the elderly, a training method based on voluntary workbased learning of people aged 50+.

The former SASME project had been implemented in Poland, Lithuania, Germany and Romania. It put a lot of pressure on media education of the seniors and creation of educational magazine, rather than the use of the European Senior Voice Magazine to support implementation of the European Senior Card awareness raising campaign.

The campaign, not only educates the seniors, enterprises and public authorities about the silver economy, but is also a method to activate the seniors and give them power to create the program, to influence and have direct impact local community and economy. During almost 3-years of project implementation the lessons have been learned. We found out that although we have had 5 years long experience that day in engaging seniors and various groups of stakeholders in the Senior Card Campaign, implementation of the European Senior Card in our partner countries was not that easy. Putting too much attention to informative actions and organization of civil media, instead of balancing them with deepen education and preparation of the project team and volunteers for implementation of the action, made the task very challenging. Although the project goals have been achieved, the results in terms of impact and raising awareness in partner countries were not satisfactory enough. Even though the project produced very useful tools, their potential had not been utilized enough. Basing on this experience MANKO decided to change the approach and develop, together with partner organizations from Turkey, Slovenia, Bulgaria and Italy another project for social activation of the seniors with awareness raising campaign. Thus came the idea for the SASME+ Project. SASME+, Civil media in service of social campaigns promoting activation of the seniors. The project title speaks for itself. The sequel to the SASME project explores most of ideas that have been utilized during realization of its “predecessor”, but the new consortium of public and private institutions, operating in the field of adult education, decided to adopt a new, reverse perspective. The Senior Card, which thanks to the SASME project became the European Senior Card, again have become a tool for the European awareness raising campaign. This time, however, the European Senior Card campaign and its implementation with the engagement broad variety of communities and stakeholders become a core of the project idea. The civil media, as “the voice” of community are meant to support all the activities and disseminate values that underpin the project concept and finally involve the seniors in shaping the habits of cooperation of the various local environments for the benefits of their small scale economy, being a part of the global economy, which is continuously is heading towards the “silver economy”. The key aspect of the SASME+ project was preparation of educational materials for organizations to support them in implementation of the European Senior Card at national level. This handbook is ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

a part of the TOOLKIT for organizations, consisting also of ready to use materials to organize and implement the campaign, such as: templates of letters of intent, regulations, agendas, leaflets, promotional materials, templates of offers for businesses etc., as well as two spots promoting the European Senior Card and educating main target groups and stakeholders about the campaign. With these tools project partner organizations and any other interested in implementation of the European Senior Card campaign will be prepared to start the activities. In order to give the wide publicity to the campaign and to various problems of the elderly, but also to show to seniors in other EU countries that age is not the barrier for active life, the European Senior Voice magazine was developed together with the web-portal of the same name. All this activities were aimed at social activation of the Seniors and shouldn’t be implemented without participation of people at old age. Therefore a set of training materials had been elaborated in order to motivate and prepare the seniors for active participation in economic, social and civil space. With this handbook, as project partner organizations, we would like to show the international and multidimensional character of aging, and contribute to the international discussion on ageing societies and the role of the seniors in local and European economy. We would like to show that through awareness raising campaigns anyone can make efforts to influence and change the reality around us and reach social goals. The handbook focuses on the campaign dedicated to seniors, stimulating their activities, changing the image of the old age and finally creating real benefits for various groups of people and stakeholders, but the general rules of creating and organizing awareness raising campaigns applies to any goal. In the following chapters you will find a short overview of the theory of awareness raising campaigns and then we will guide you step by step through implementation of the European Senior Card campaign. This handbook is dedicated mainly to NGOs wishing to coordinate the European Senior Card Campaign in its country or region. The goal of this handbook is to present an overview of the theory and history of the public awareness campaigns with the social aim. This guide will demystify the process of implementation of the ESC Campaign by clarifying benefits, tasks and obligations of each participating party in order to and encourage self-governments, enterprises, seniors and organizations working for the Seniors to get involved in the European Senior Card Campaign and to create the senior-friendly environment. ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

As the representative of NGO, a reader of this guide, you will learn your role in the ESC Campaign, you will know how to proceed with formal aspects of the campaign, how to plan and organize the campaign, how to engage various actors or why it is worth to be engaged and get involved as a stakeholders. You will learn how to create positive image around the campaign and its activities, from the point of view of each party and how to create publicity. Moreover, we will provide you specific tools and templates, easy to adapt and use in for implementation of the European Senior Card.

2. CHANGEMAKERS Awareness raising and social campaigns

What does awareness-raising exactly mean? There are many definitions of this term. One of them says that it is a process which “opens opportunities for information exchange in order to improve mutual understanding and to develop competencies and skills necessary to enable changes in social attitude and behavior. To be effective, the process of awareness-raising must meet and maintain the mutual needs and interests of the actors involved” 3. Another definition says that to raise awareness is to inform and educate people about a topic or issue with the intention of influencing their attitudes, behaviours and beliefs towards the achievement of a defined purpose or goal 4 or raising awareness involves creating a specific messaging campaign about particular issue 5. Some experts underline that raising public awareness is not just telling the public what to do. The process is much more advanced and requires more sacrifice. It needs explanation issues and dissemination knowledge to people so that they can make own decision 6. These definitions differ slightly but all of them join two words: information and influencing. In this context, a social campaign is a tool to raise awareness on social problems or problems of the society, engage people, and when it uses the social media for spreading information, we can call it a social media campaign.

http://www.normconsulting.com/services/awareness-raising/ Awareness Raising, Raising Awareness through Public Outreach Campaigns, https://sdgaccountability.org/working-with-informalprocesses/raising-awareness-through-public-outreach-campaigns/ 5 http://www.endvawnow.org/en/articles/967-raise-public-awareness.html, Raise public awareness 6 http://www.malariacampaign.gov.lk/index.php/en/our-services/public-awareness ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 3 4

A glance at history of social campaigns

First social campaigns were initiated in ancient Rome and Greece, and their main goal was to release the prisoners. During the industrial revolution in England, some actions were carried out to release people imprisoned for debts, winning the ban on child labour or winning women's electoral rights. In the US, on the other hand, in the nineteenth century there were social movements that aimed at abolition of slavery, prohibition and abstinence, suffragettes were also active there and organizations that defend consumer rights. Contemporary concept of social advertising, or advertising in service of the public, appeared in the United States already during World War II. During this period, social advertising was used for purposes of propaganda, e.g. to stop the wasteful use of sugar, from wool and rubber products (and utilization of old wellies), encouraging cultivation home gardens, to persuade women to employ as nurses (which contributed to the change in the face of the woman's role) but also to provide valuable information to the enemy with caution. One of the oldest and long lasting social campaign in the world is the Smokey Bear Wildfire Prevention campaign - public service advertising campaign educating generations of Americans about their role in preventing wildfires. It has been promoting the prevention of unwanted and unplanned outdoor fires versus prescribed fires. Smokey's image is protected by U.S. federal law and is administered by the USDA Forest Service, the National Association of State Foresters and the Ad Council. The original catchphrase of the campaign was "Smokey Says – Care Will Prevent 9 out of 10 Forest Fires." In 1947, it was changed into "Remember... Only YOU Can Prevent Forest Fires." In 2001, it was again updated to its current version of "Only You Can Prevent Wildfires"

What is a Public Awareness Campaign (PAC)?

Public awareness campaign has been defined as “a comprehensive effort that includes multiple components (messaging, grassroots outreach, media relations, government affairs, budget, etc.) to help in reaching a specific goal” (Bouder, 2013, Public Awareness Campaign section, ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

para. 1). Usually, a campaign strives to raise awareness about a key issue and induce a desired positive behavioral change (Coffman, 2002)7. Public awareness campaigns function to change individual behavior, societal norms, policies or some combination of these outcomes. PACs are based on the conceptual idea that if people know more information about a specific issue, they can change their behavior and way of thinking. There are two different types of PACs and each of them has specific goal to be reached. These are: individual behavior change campaigns and public will campaigns. The first one focuses on encouraging people to modify their behavior, generally from a less socially desired behavior to a more socially desired one. For example: don’t drive when drunk or seat belt use campaigns. The second one strives to promote policy change. A very good example of a public will campaign is the one organized by MANKO Association in 2006 which aim was to educate people on hazards deriving from passive smoking and introduction of a ban on cigarette smoking in public places like: restaurants, bus stops or railway stations. Finally campaign contributed to enforcing in Poland the law on smoking bans in public places in November 2010. Both types of PACs should consist of two main elements: x

Message - which is passing away by campaign - is crucial. According some experts it could include three kinds of knowledge: impact knowledge, procedural knowledge and normative knowledge. Impact knowledge includes general information, facts, and figures about the topic. Procedural one, combines the dissemination of information with a call to action foster and normative knowledge focuses on the norms of groups rather than individuals. Campaign tools: means of communication with the Public. TV, radio, magazines, newspapers, brochures, billboards and posters, social media, such as Facebook and Twitter as well as Internet sources such as pop-up ads and YouTube channels. Now that the social media play a huge role in communication with the public, a distinct type of the social campaign appeared. A social media campaign that we could simply

Public Awareness Campaigns, 2015 Online); access: 15.02.2020 ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

define as an effort to reinforce information (about a brand, product, or service or important social problem) using at least one social media platform. These campaigns are strategically focused, have measurable outcomes, and influence social media followers to feel or act in a certain way. The general aim of the social media campaign is to increase awareness about specific good or service. A well-planned and thoughtfully presented awareness-raising campaign is arguably one of the most efficient and effective means of communicating information about a particular topic or issue.

How to Create a Public Awareness Campaign

There are four key components of an effective awareness-raising campaign which all should be defined and described in our planning - MAST 8:

1. Message and trusted messengers (messages defined, pre-tested and refined, campaign goal defined). Involving partners early in the campaign is of the utmost importance for successful campaign. Individuals as well as organisations may influence people and support transmission of the message. High-profile personalities can help overcome barriers, improve understanding and provide an example to the rest of the community. Presenting a consistent message from multiple sources increases the likelihood of action. When communicators involve partners at the beginning of a campaign, the partners can support very strong the whole campaign: prepare their own materials, conduct complementary media activities, engage their constituency. Some recommended actions, such as getting vaccinated, quitting smoking, and screening for depression, require organization or community resources. 2. Audience (intended audience defined). A campaign may target vast sectors of the general public, or specific, smaller audiences, e.g. teachers, youth, men or parents. The range of a campaign can be world-wide, regional, nation-wide or limited to specific localities. 3. Strategy (materials pre-tested and revised, campaign implemented according to a plan and evaluated regularly). Strategy includes answers for the following questions: what are the goals Principles of Awareness-Raising, Richard Sayers ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

or objectives of the campaign?, What will a successful campaign be seen to have achieved when it is complete? How will the campaign be monitored and evaluated. 4. Timing. Campaigns can take place over different periods of time. Those addressing an urgent issue may be short, running for just a few weeks or months. Those seeking to change social attitudes and practices should be lasting up to 5 years, or longer sometimes stretching over an entire decade or more. It is usually more effective to create a coordinated, long-term awareness-raising campaign than to create large, short-term campaign. Now that we know what are the core elements of the campaign we should focus on how to create it step by step. Analysing the sample campaigns and expert statements on PACs, four stages of the campaign can be identified: 9 Research. To scan the environment – both external and internal to your organization and find the problem you and your organization want to fight against and the potential influence of the campaign’s activities and message on the society. We should also check if the campaign fits to the organizations’ mission, and strategic plan, if there are financial and non-financial resources available to organize activities smoothly. 9 Plan – establish goals, indicators to measure the level of achievement of the goals, determine audience, prepare the schedule, plan human resources, budget, invite media, prepare tools. 9 Execute – formulate messages, create brand, engage community leaders, prepare and distribute information materials (message), engage media 9 Evaluate – find out and check if you your campaign was successful or not. Another interesting paper 9 summarises these steps in as a set of 10 practices for implementing an effective public awareness campaign, emerged in the literature overview. All these practices fit to the above mention steps of the campaign. Incorporating them into your action will help you to prepare, realize and evaluate an interesting and expected.

Rachael K., Bloomfield C et.al., Supporting Military Families through Research and Outreach Public Awareness Campaings (online); https://pdfs.semanticscholar.org/7432/6da820ae48d452f08754e8b7d3cef0de969d.pdf (access: 01.2020) ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 9

10 practices for implementing an awareness raising campaign

implement a theory driven process identify partnerships assess the target audience's readiness to change tailor the message to the target audience ensure the campaign is unique and novel employ multiple campaign messages incorporate multiple communication modalities anticipate and prevent potential negative outcomes invest time and resources in evaluation minimize external factor that may influence outcomes

Civil media in service of public awareness campaigns.

Can civil media support public awareness campaigns? To answer for the question we need to know, what are the civil media. Civil media according Henry Jenkins - Provost Professor of Communication, Journalism, Cinematic Arts and Education at the University of Southern California, refers to any use of any medium which fosters or enhances civic engagement 10. Civil Media is any use of a medium that empowers a community to engage within and beyond the people, places, and problems of their community 11. On the other hand, the goal of civic journalism, or public journalism, is to allow the community to remain engaged with journalists and news outlets, restore democratic values, and rebuild the public's trust in journalists. Experts from the RAND Europe organisation says the citizens can contribute effectively to society in a diverse range of ways, which include not only voting, political petitions and protest, but also, for example, representation on local health and care bodies, school boards and parish councils; participation in campaign groups; or financial or in-kind donations to charitable causes 12. In relation to the concept of the civil media and considering the project context, we should also mention the other one – citizen journalism – which can be understand as journalism created by people, who are not simply professional journalists, but who convey information using various channels, also the social media and blog posts. The goal of this kind of journalism is to increase civic engagement, similarly to the goal of civil media. Conscious participation in civil society means that citizens take care of various matters related to society, in such a situation when there is a need to raise awareness of, for example, a problem through a campaign, it can be supported by civil media. According some experts civil media are dialogical, i.e. they build by the individual relatively stable relationships with other people, based on mutual understanding and leading to joint

http://henryjenkins.org/blog/2007/10/what_is_civic_media_1.html https://civic.mit.edu/2011/09/12/what-is-civic-media/ 12 https://www.rand.org/content/dam/rand/pubs/perspectives/PE200/PE253/RAND_PE253.pdf ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 10 11

initiatives 13. This also lead to engage people and make them active, not passive recipients of the message. Citizen becomes a dialogue partner, a citizen who has something to say on important political, social and cultural issues. That is why the other role of the civic media is supporting public campaigns which concern citizens’ matters. The paper and digital media created by MANKO Association and developed during both SASME and SASME+ project contain both features of the civil and citizen media. On one hand they are edited by professionals, and on the other they engage the Seniors in of the magazine, to convey the message promoting active life of people age 60+ and counteracting economic and social exclusion of the elderly, by motivating them to rationalize expenditures by searching products and services offering the best value for money. This way the Senior Voice Magazine in Poland and its European counterpart issued in project partner countries – the European Senior Voice – act to support the European Senior Card campaign, introduced at small scale in Lithuania, Romania and Germany within the SASME project and then also in Italy, Turkey, Slovenia and Bulgaria, as the European Senior Card, in the framework of the SASME+ project.

https://depot.ceon.pl/bitstream/handle/123456789/12654/Losiewicz_Rozwoj_mediow_obywatelskich_w_Polsce.pdf? sequence=1 ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

3. SOCIAL CAMPAIGNS – from the idea to the effect In this chapter we will go through the main stages of the process of organization of a social campaign, described in the previous chapters, illustrating each stage by the example of the Senior Card Campaign in Poland and its European counterpart the European Senior Card. At the same time these practices can serve as guide for implementation of the Senior Card campaign in other countries, by other interested organizations.

Introduction to the Senior Card Campaign.

Why we call all activities related to implementation of the Senior Card in Poland and partner countries a “campaign”? Because it informs and educates, influence attitudes and behaviour, stimulates change of behaviour of the seniors and other stakeholders, like enterprises and public administration and, last but not least, influence policies. All that MANKO Association has been doing so far, by promoting the Senior Card, with clearly set goals, fits to the definition of the awareness raising campaign, mentioned in the previous chapter.

The Senior Card Program is a public awareness raising campaign established in 2013 in Krakow, under auspices of the Marshall of the Malopolska Voivodship, as a complement to previous initiatives undertaken by MANKO Association, like “The Senior Voice Magazine” and the webportal glosseniora.pl. The project was called the Malopolska Senior Card. After one year it had been transformed into the Polish Senior Card. The main goal of the campaign is motivating and supporting the Seniors in active participation in the economic, social, public and citizens space. Specific goals of the campaign are the following: x

Shaping the attitude of active citizen among the Seniors, including their active involvement in activities in favor of local society

x x x x

Integrating the seniors’ community and strengthening their participation in public life and the market, through shaping economic, legal awareness, and citizenship. Shaping positive image and potential of the old age and perspectives of the elderly people as active participants of the social and public life. Increased access of the seniors to goods and services and information about market Shaping cooperation between self-government and seniors organizations as well as raising awareness of the local society on importance of initiatives related to seniors’ community. Raising awareness of all participants of the local economy (enterprises, local government, citizens) on the increased value, opportunities and major role of the socalled silver economy in development of the local society.

The above mentioned goals are being reached through various measures and actions, including issuing the discount card itself – it entitles the seniors to discounts for products and services in institutions and enterprises involved in the campaign. In March 2020, after 6 years of the campaign in Poland, there were over 300 thousands card holders, 1700 enterprises and institutions involved in the campaign, offering discounts to seniors. 150 self-governments (cities, communes) have been involved so far in the Senior-Friendly Municipality Program (to be described later), accompanying the Senior Card campaign, launched in 2015 to support realization of the campaign and to extend its range. And these numbers are still growing. Thanks to implementation of the

Senior Card campaign, the commune creates better conditions for seniors to participate in social life and shapes its image of the senior-friendly place.

Research - find data confirming the problem you want to highlight and define needs

When observing the world around us we notice various problems in many different areas of life. The intuition tells us, sometimes, that there is a need to take some actions to prevent the spread of the problem and to minimize its effects. Once you notice a problem, before starting any action, any campaign, it is worth to confirm it with some research, find out if it is a real threat for the community and what would be the consequences of taking any measures to fight the problem. Such information will help you to build the strategy for the campaign, create appropriate and targeted messaging.

Practice

The impulse for MANKO to establish a new campaign was information about increasing life expectancy in Poland and growing discrimination of this group of people in the society. Those days people age 60 and more were the socially less active group in the society and moreover they were experiencing the problem of age discrimination. The project has been continued for over 7 years within various co-financing programmes, and MANKO Association has continuously verified the relevance of the activities pursued and the relation with policies and national programs. In 2019, when the SASME+ project was launched, many of the “old” problems and myths about the old age and seniors were still the same, however many positive changes in the awareness of the society could be observed. The challenges underpinning and justifying the relevance of the Senior Card Campaign, revealed during the research conducted before starting the campaign, are as follows: x x x x

x x

Continuously increasing fraction of population exceed 60 years old Households, where the seniors are breadwinners for the family, are in relatively worse economic situation than the other Almost half of the seniors (in 2015) declared that they have difficulty to make ends meet, and they run out of money in the middle of the month Older people have difficulty in managing of household budget and many of them they have very little knowledge on the basics of economy, which would help them to manage household finances Budgetary constraints are the main reason of taking loans, debts or buying for instalments. Very often seniors are not able to pay back their debts. The side problem is that the ignorance of seniors leads to susceptibility to unfair practices. Restricted budget defines the way the seniors spend their spare time, lifestyle and social activity. Satisfying of the higher needs is marginalized In Poland less than 9% of seniors get additional job, which influence their financial position. The reasons for staying at home, is the need to rest after years of hard work and deteriorating health. Discrimination and stereotyped view of the old age. Negative stereotypes that influence the image of older people are: poor health and physical and mental condition, dependency, loneliness, social inactivity, reluctance to change and learning new things.

x x x

We can observe visible division of the public space on “places for the elderly” and “places for young people”, a number of age-related institutions are being created (i.e. senior clubs) and the contact of both groups is difficult. There are some crossgenerational project observed, but this is still not enough to raise awareness of both groups on each other. Financial problems of the seniors and overlooking of understanding of these problems by the business sector and public administration Insufficient social, technical, market and social infrastructure to meet the needs of seniors community Insufficient knowledge of the elderly on the basics of economy and market

The following problems were likely to lead to social and economic consequences and defining of needs to be met by the wider action. Some of them were negative, but some motivating. The seniors lack selfconfidence and we could observe insufficient integration of the seniors’ society, both intergenerational and among the seniors community. There was a tendency to isolate the elderly from active participation in social life, both due to potential health problems or stereotypes. Seniors, being socially excluded and inactive were more vulnerable to decrease in medical fitness. Insufficient participation of the seniors in cultural and social life, restricted mostly to participation in local meetings of the seniors (if any), increasing loneliness, as a result of inability to realize own passion On the other hand the observed challenges forced people to rethink of the role of the elderly people in local communities. The new (on that day) model of the economy had been emerging – the so called “silver economy”, in 2013 in Poland the new law has been introduced, enabling the senior community to establish a consultative body of the local Council, so called the Council of Seniors (Seniors’ Council), but older people had little or no knowledge how to organize themselves. There was a space then to take action and start the widespread campaign.

Tips

We already know, that any awareness raising campaign has to have a solid background, proven by research. What can we do? x

Desk research – analyse available statistics (at local and national level), official documents and policies, verify public and private reports issued by reliable institutions (ministries, research centres, NGOs, health centres etc.)

Interviews - there are some issues that are not the subject of official reports; however, we can obtain many information in interviews with people or groups representing interests of the seniors o Local self-government o Geriatrics o Social healthcare centres o Education centres o Enterprises, cultural institutions o Church Meetings – the best way to know the problem is to ask people to whom it may concern. Organize meeting with the seniors – individually or engaging other organize it with support of any senior organization existing in your community.

Results of such research can be useful when organizing any event or campaign.

Define mission

Practice

From the very beginning of its operation MANKO has always fostered vulnerable groups. It has been creator and initiator of social awareness raising campaigns and publisher of civil or citizen media for citizens, youth and finally the seniors. For many years MANKO have highlighted social problems in the field of health, discrimination, environment, social exclusion of vulnerable groups etc. Additionally, through its activities publicises and disseminate such values like democracy, solidarity, personal development or freedom of speech. Within the statutory goals of MANKO Association we can find the following: 9 9 9 9 9 9 9

Promoting social sensitivity Promoting conscious, active and responsible attitudes Promoting civil society Acting in favour of groups in social exclusion or at risk of exclusion Acting in favour of people at old age Activities supporting development of local and regional economy, including entrepreneurship Activities supporting development of local communities and cooperation between different actors of local communities

The European Senior Card supports realization of all the above mentioned goals of the association. The compliance of your campaigns’ goals and your organizations’ goals is the key for your credibility, when you start implementation of the campaign.

Tips

If your organization is willing to start a campaign, supporting seniors, you have to be sure that this topic fits to your organizations’ strategy, especially when you are going to apply for funding supporting realization of the campaign. Otherwise your campaign and your organization might be considered unreliable.

Goals and achievement indicators

Practice

We can consider the Senior Card Campaign as a long-term program, which has very clearly defined goals that fit to the organization’s mission and strategy, as well respond to the problems and needs, defined previously at the research stage. Since 2013, when the project has been established, general goal remains the same as well as specific goals, that supports the main one. Throughout seven years of the campaign, at MANKO, we could observe better or worse times in implementation of the campaign, but indicators we have established clearly shows that the Senior Card Campaign in Poland and then in Europe has expanded and still has a significant growth potential. Without goals and indicators of achievement it would be impossible to evaluate progress and effects of the campaign. The main goal of the Senior Card Campaign is motivating and supporting the seniors to active participation in the public, economic, social and civic space. Specific goals of the Senior Card Campaign are clear and as written above are the following: x x x

Education and activation of the seniors in Poland and in Europe Education and raising awareness of entrepreneurs and entities of the “silver economy” Promotion of senior-friendly local-governments through “Senior-friendly Municipality Program”

Of course each grant project aimed at development of the campaign has its own, very detailed goals, responding to local needs, but all in all they support the general goals of the campaign. As examples, not exhaustive, of such goals we may present: x x x x x x

Integration of the Senior (local) community Shaping positive image of the seniors among the society Improvement of institutional conditions for participation of the seniors in local society Increase accessibility to products and services Shaping partnership relations between the three parties: the Seniors (and NGOs representing the senior community), local self-government and Increase interest of the local and national media in the campaign

In order to measure achievements, progress and success, a set of indicators have been established. Among others: x x x x

Number of seniors who hold/use the Senior Card Number of municipalities that jointed the Senior-friendly Municipality program supporting the Senior Card Campaign Number of enterprises that decided to join the program and offer a discount for seniors Number of press coverages etc.

Apart from these three main indicators we apply many other, relevant to the established goals of each subproject incorporating the Senior Card idea. I.e. the SASME+ project which is focused on promotion the Senior Card Campaign in other EU countries than in Poland, apart from the goals set above, is focused on increasing the role of civil media in supporting the awareness raising campaign and social activation of the seniors, shaping literacy, digital and social competencies among seniors. For each new project we establish additional indicators to evaluate achievements, but main indicators that show expansion of the Senior Card campaign remain the same. The most important is to measure progress of the campaign and evaluate its results to see, in which areas the project is successful and where can we implement improvements.

At the end of 2020 we can prove over 300 000 seniors holding and using the senior card, 200 local governments engaged in the program and more than 2000 entities offering discounts to the seniors. And these numbers grow day by day!

Tips

Goals of your campaign should always respond to needs of the target group. Once you set them, you have to think over, which achievement indicators will show you if you succeeded or not. This handbook is a guide for organizations who would like to cooperate with MANKO Association and coordinate the Senior Card campaign in their countries – either at national level or local level. The general idea of the Senior Card campaign and its goals remains the same no matter the country or region, but there is always a possibility to set complementary objectives, based on locally identified needs. ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

For the start new organization willing to cooperate receives from MANKO a set of indicators and model methods of evaluation, according to which it should evaluate its achievements.

Target audience

Practice

Target audience is the group of people at which your communication, activities, events and all tools that you apply in your campaign are targeted, in order to convince them to your idea and support your idea. Identification of these groups, defining their characteristics and creating their profiles are crucial for planning activities. The main target audiences in the Senior Card campaign are:

local self-government

points of sale - businesses and public entities offering discounts

seniors

Seniors The main target group and at the same beneficiaries, who benefit the most from the Senior Card campaign are the seniors. After 7 years of implementation of the Senior Card campaign MANKO reached over 300 000 seniors, who decided to use the card. MANKO have been using a lot of communication and tools to encourage the seniors, both nationally and locally, including the Senior Voice Magazine, the National Seniors Days, workshops, other campaigns, cooperation with NGOs, but also voluntary work of the seniors themselves etc. Soon it occurred that the easiest thing is to reach already active seniors, who are already engaged in the local community. The hardest task is to reach those, who are left alone at home or have fewer possibilities to participate in the social life. For this reason MANKO engaged more active seniors to act as facilitators and ambassadors of the Senior Card to encourage others. They go to churches, social care centres, speak with families building trust and informing about all MANKO Activities supporting the Senior Card campaign. Many of them, locally, became ambassadors of the program and decided to support MANKO in raising awareness of the program.

Points of sale – businesses and entities offering discounts Points of sale are the second main target group of the campaign. Without them the Senior Card campaign could not exist. These are enterprises, public entities or NGOs, who decide to join the Senior Card campaign and offer a discount for their products or services. It can be an optician who sell glasses, a public gallery or cinema (discounts for tickets), a private doctor, SPA resort, hotel, travel agency and many, many more. In order to encourage partners to join the campaign MANKO applies various tools and actions (see below), but the main focus is put on presentation of economic and social benefits the enterprises and other entities gain from participation in the program. Within 7 years of campaigning more than 2000 entities have declared cooperation and this number grows day by day. You will find more information about engaging enterprises and entities offering discounts in section Creating supportive community

Local self-government (municipalities) The society is getting older and seniors have become important and powerful group of citizens, who can influence the local policy. Local and regional self-governments are aware of this processes and have started to take into account the seniors’ voice. MANKO Association’s activities under the Senior Card campaign for the elderly support realization of policies. On the other hand, self-governments have financial instruments to finance them. These two facts create a platform for cooperation and partnership between the association and local, district or regional governments. Building on that foundation, MANKO created a supporting program called Senior-friendly Municipality, through which it promotes the Senior Card locally and encourages municipalities to supporting the Senior Card campaign. Details of this action will be presented below. To date over 200 self-governments in Poland at various levels decided to sign a partnership agreement and become the Senior-friendly Municipality, proving their interest in improving the quality of life of the seniors.

Financial resources

There is no awareness raising campaign without invested money, that’s obvious. Even the best idea, without financial resources may stay only the idea. Once preparing the plan of the action, you should consider various sources of financing. There are several options: x x x x x x x

Get public/private finance from grants Donations from companies Subscriptions of members of association Sponsors Partnerships with supporting institutions Original MANKO’s Senior-Friendly Municipality Program Etc.

In this chapter we will share with you the model of financing the National Senior Card program, which developed throughout years and which can be adapted in any country.

Practice

The Senior Voice Magazine and the Senior Card in Poland has been established in 2013. In the beginning the Senior Card campaign was funded with the support of public financing, within the grant of the Regional SelfGovernment of Malopolska Region. The Senior Card that days was available to seniors in Malopolska Region only. In order to develop the program in Poland MANKO Association started to search for funding in other nationwide institutions responsible for senior policies like the Ministry of Health and Ministry of Family, Labour and Social affairs. Grants achieved from national funds enabled to expand the program. The problem with project-based financing is that the scope of the project is usually restricted by provisions of the grant competition and the possibility of continuation of the project depends upon results of the contest. Although MANKO still to some extend relies on grant-based funding, it developed original model of financing of the Senior Card campaign through cooperation with local self-governments and entities offering discounts. This model enables continuous development of the Senior Card Campaign, without relying on grants. The financing model is called Senior-Friendly Municipality Program. It is important to take advantage of the fact that people 60+ is the group, which wants to be socially active and is involved in local matters. Unfortunately their environment gives them not always a chance to spread their wings. Knowledge, experience and energy of seniors is the capital, which we cannot afford to waste, especially in the age of demographic crisis. People over 60 years old go more and more willingly beyond stereotypes and can become valuable recipients of the offer concerning health, tourism and culture. This program recognizes the local self-government as a driving factor for creating small-scale senior policy and positive living environment for the seniors in local economy. It offers benefits not only to the seniors, but all the three engaged parties benefit from participation in it. If there is no external project-based funding for implementation of the European Senior Card campaign in the given city/municipality/district, an NGO may engage self-government’s funds in developing the European Senior Card Program, by showing these benefits. By supporting the European Senior Card Program self-government not only bear costs of implementation of the senior card in local area, but also becomes a senior-friendly and supportive organization for its inhabitants. ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

According to MANKO practice, depending on the package of services 14, the municipality (or any other type of local government entity) covers i.e. the following cost: x x x x x

production of cards, distribution of cards among the seniors, archiving of documents related to issuing the cards, production of visual identification for participating enterprises (stickers, certificates), organization of kick-off event.

The scope of financial contribution of the municipality can be discussed and In return the municipality gets: x x x x x x x x x x

a title and certificate of the Senior-Friendly Municipality, a number of Senior Voice Magazines delivered in a year, free of charge participation of local companies in the ESC Program, free of charge seniors’ entry to National Seniors Events organized by Manko, validity of the senior card throughout all country and in participating European countries, participation of the municipality in national campaigns led by Manko in such fields as health, lifestyle, consumer awareness, loyalty of the seniors, support in developing and implementation of the senior policy, more active and aware society, support for local economy – greater interest and awareness of local entrepreneurs in the field of silver economy.

Of course the Senior-Friendly community program is not only about co-financing the senior card campaign. It is more about cooperation of many people and institutions to support the seniors. You will find out more about this issue in the subsequent chapter “Creating supportive community and engaging community leaders”. Of course there is also possibility to combine various models of financing the senior-card campaign, depending on specific arrangements of participating parties. Sometimes it is a combination of public grant financing and contribution of the municipality. At other times, where the municipality is not involved in the senior-card campaign enterprises contribute to their participation. But from the perspective of efficiency

Example of the service package for municipalities can be found among supporting documents available at project’s website: Senior-friendly Municipality Packages. ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 14

and effectiveness of the Senior Card Campaign the best way is to show benefits to all the parties and to make them sure they invest money properly.

Tips

Having tested various models of financing the Senior Card Campaign over several years we can say that the most effective model is the one based on co-financing by municipalities in the form of participation in Senior-Friendly Municipality Program or combined with grant based funding. Although it requires more effort for a start, it is more sustainable in the end. Under the SASME+ project a package of supporting materials have been developed to simplify preparations for implementation of the Senior-Friendly Municipality program, i.e.: -

template of the invitation letter for the municipality an information booklet brochure template of the agreement between the NGO and the municipality description of Senior-Friendly Municipality Packages guidelines for distribution of the senior card regulations for implementation of the Senior Card Program

These documents shows the model solution which can be modified by the organization. The best starting point is of course creating a brand and widespread dissemination of the idea of the Senior Card Campaign and the Senior-Friendly Municipality program, and create positive image of the organization and campaign.

Practice

ǡ toolsǡ brand.

“Educate, activate and change the image of the old age” is the main message carried by the European Senior Card campaign and other corresponding MANKO’s campaigns led nationally and at international level. Specifically: x x x

education and economic activation of the seniors education of entrepreneurs promotion of senior-oriented local self-governments

Over 400 000 Cards issued Entrepreneurial education in the field of silver economy Building a prosocial and prosenior image of companies

Activation and mobilization of 60+ people

Over 2 500 companies honoring the Card Discounts on products and services throughout Poland Encouraging seniors to have a more economical and rational way of life

Figure 1 Messages and features of the ESC Campaign, year 2020

For years of implementation of the campaign MANKO has developed proven necessary tools to create a well-recognized brand for the National Senior Card and corresponding programs, supporting the campaign: Senior-Friendly Municipality program and the civil media - Senior Voice Magazine and also web portal at national level www.glosseniora.pl. This experience was a basis for further development of the idea. The ERASMUS+ SASME project carried out in 2016-2019 was the first chance to reach beyond the national boundaries and the SASME+ project will continue this expansion. In order to do so, the following tools are developed and can be provided for organizations that would like to be a partner of the campaign: x

Visual identity tools: o Logo of the European Senior Card campaign o Logo of the Senior-Friendly Municipality program o Graphic design of the card o Graphic design of the certificate of Senior-Friendly Municipality o Graphic design of label and certificate for the entity offering discounts o Logo of the European Senior Voice (National Version) Templates of documents and instructions

o o o o o o o x x

Template of Invitation letter for municipalities Template of the offer for entity Template of the agreement between the partner and municipality Template of the agreement between the partner and senior NGO supporting the program Guidelines for issuing the ESC Information on personal data protection Application form for senior

Informative brochure presenting benefits of the ESC (message) Marketing and PR tools o Roll-ups, social media, website and web-portal (www.glosseniora.pl, www.seniorsvoiceplus.eu) o Events related to Senior Card campaign: National Seniors Days, Health Days, Local Senior Day in the partner City etc. o Own media the Senior Voice and European Senior Voice for promotion of - “licence” for edition of the national version of the European Senior Voice Magazine and possibility to coedit the European Senior Voice web-portal o Media relations (described below)

In every-day work for widespread promotion and development of the campaign at national level MANKO uses the above mentioned tools to create community around the idea of the Senior Card in Poland. Similar tools can be applied also for promotion of the European Senior Card by partner countries.

Tips

Visual identification kit, available in English, in order to fulfil its role as a tool for branding, has to be adapted to national conditions, mainly through translation to national language. Within SASME+ project 4 organizations from the EU countries decided to be a partner in pilot implementation of the Senior Card Campaign in 2020/2021 and play the role of OPERATOR of the campaign at national levels: x x x x

Turkey – University of Canakkale (Çanakkale Onsekiz Mart University) Bulgaria – Student Computer Art Society Slovenia – The Trebnje Center for Education and Culture Italy (Sardinia) - Orientare

These organizations can use the available tools, adapted to national conditions under the SASME+ project to encourage municipalities, enterprises and seniors to join the campaign. ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

If any organization from other EU or non-EU countries is interested in implementation of the campaign has to contact MANKO Association. Implementation of the ESC campaign in other EU or non-EU countries depends on the specific provisions of the agreement with MANKO Association and model of financing applied.

Establish media relations and/or create your own ones

The key success factor for the awareness raising campaign is media relations. Media, the fourth estate, if properly involved and encouraged, may contribute to widespread recognisability of campaign’s goals and activities. Building media relations takes time, but worth effort. In this part of the handbook we will present our approach to media-relations and some tips to follow.

Practice

Civil media In MANKO Association we believe that civil media are powerful tool to promote ideas we support. Since the beginning of operations MANKO Association was a publisher of civil magazines reaching various target groups. Civil magazine is not just a magazine, it can be creator, pioneer of social movement and social change and from our experience we know that the more you engage target groups, the better results you achieve. Among magazines published by MANKO we can underline the following: x x x

MANKO – magazine for students OBYWATELSKI KRAKÓW (Krakow for citizens) – magazine for people leaving in Krakow The Senior Voice Magazine

Currently MANKO Association focusses on senior policy and silver economy, and puts the biggest impact on popularization of the Senior Voice Magazine in Poland and in Europe. For this reason in 2014 started to publish a magazine which will directly focus on issues related to seniors and their problems as well as challenges of the senior policy and economy.

The national edition of Senior Voice Magazine is published in Poland 30 000 copies and distributed in over 800 distribution points, which are i.e. Universities of the Third Age, senior clubs, Libraries, SPA and Healthcare Resorts, NGOs or volunteers. This scale is a result of years of experience and campaigns, which enabled to reach wide publicity and interests of beneficiaries. The Senior Voice magazine is supported by electronic media, the web-portal glosseniora.pl (10 000 downloads of the electronic version of the Senior Voice) and social media (16 000 fans of the Facebook fanpage). In 2016-2018 two editions of the European Senior Voice magazine have been published within ERASMUS+ project SASME and another two within the SASME+ project. The most challenging issue in being the editor of civil media is financing, therefore reliable partners and long-term cooperation, also resulting in fundraising is required to fully reach the goals. The Senior Voice is only an example of successful realization of social campaigns, using own media. Interventions and campaigns of the Senior Voice Magazine have led among other to: -

Improvement of infrastructure for the disabled persons – increased accessibility to many public places Publicity given to the problem of very low financial support to persons taking care of the disabled family members Introduction of the Discount Card for Seniors in Malopolska Launching the annual nation-wide conference for seniors – „Senioralia” and the Congress of Universities of the Third

Currently the magazine activates people over 60 years old by involving them in writing press articles and various contests, campaigns like: -

Stylish Senior Senior Gardener

Pet – a cure for loneliness Senior entrepreneur Love after 60 Tell us your story Give us your recipe Life starts after 60 An many more

This campaigns help to reach the seniors and make them more active in social live, by sending and publishing their stories, pictures, express their reflections. Mass media Involving own media is obviously not enough to reach enough publicity, disseminate ideas and raise awareness in a broader scale. For this reason MANKO Association established relations with mass media, who support realization of MANKOs actions and campaigns. The main tools for building relations by MANKO Association with local, regional and national media are: x x x x x

Media patronages – for most of events MANKO invites mass media as media-patrons – press, radio, TV broadcasters, etc. Press releases – in case there is something important to announce i.e. a new campaign, press conference etc., MANKOs PR team writes and sends press releases to cooperating media Press conferences are the mean of communication with the media in specific time and place to announce and discuss specific problem or issue. Expert commentaries – members of MANKO team sometimes act as experts in TV broadcasts, paper magazines, radio on issues related to associations’ area of operations. Establishing network of cooperating journalists – in order to be present in local, regional or national media it is important to establish strong media relations with people – journalists, who will support organizations’ activities. For last few years over 700 media coverages have been published in various newspapers, magazines and web-portals.

Tips

Below you will find some general tips on building media relations, build on years of our experience. 1. Know the audience you would like to address First of all you should know who is your target group, to whom you want to communicate. Selfgovernments, seniors, enterprises or general public? Each of these groups is targeted by specific press magazines, portals etc. 2. Create your own PR team and be yourself. The only person who speaks about your goals clearly and with enough enthusiasm is you (your team). Be polite, be friendly, create positive atmosphere and know everything about your organization. 3. Know the needs of media One of the most important issues in media relations is that media needs topic, which will be interesting for their audience. Know these needs first and don’t bother the editor with boring topics. 4. Understand the media, Learn how the media works and adapt your PR activities to the way they function. You have to know, how the editorial office works. Respect deadlines. Understand their philosophy. Ask about the stories, they are working on. 5. Establish personal relations with journalists Let journalists know who you are, why you are doing what you do, be reliable, punctual, involve them in what you do. 6. Have something interesting to tell to the public For each journalist the time is money. Nobody will work on your topic, if it isn’t interesting for their public. 7. Use website and social media to communicate with the media. Your website can be a gateway to your organization. Have a “press” link on the home page, easily accessible contact data to people responsible for media relations, publish press releases on the web. ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

Creating supportive community and engaging community leaders

For MANKO Association creating community around the topic of social campaign is a crucial factor for success. The more people, organizations, media, leaders, politicians, celebrities involved, the more impact your campaign will have on the public. In this chapter we will show how MANKO have built community around the Senior Card campaign and the Senior Voice Magazine, and at the same time the target groups became promoters of the idea. The organization of a social campaign starts with a social problem that requires a significant social change. In order to reach the wide range public, cooperation is a must. MANKO established relations with many entities: institutions, companies, media, organizations, institutions, local governments, idea ambassadors and patrons. In this way, the campaign is credible and supported by many institutions and representatives of various social groups. But most of all, representatives of target groups (seniors, enterprises, selfgovernments) became supporters of the campaign. The aged population is currently at the highest level in human history, which for many countries and economies is a challenge, but also a chance. This is why all nations should change the perspective and open new gates called Silver Policy, Silver Economy and Silver Marketing. Whatever the type of institution you want to cooperate with, let them know their benefits from supporting your idea, communicate and build long-term relations.

National institutions

seniors

branding institution s

NGOs working with the seniors

SENIOR CARD CAMPAING

celebrities

public institutions (gov and selfgovernment)

media

enterprises

Picture 1Model of community relations in the Senior Card Campaign

Practice

Involving public institutions For years of implementation of the Senior Card campaign MANKO Association have been cooperating with public institutions. Local and regional self-governments, ministries, voivodeships etc. The government at each level is responsible for social policy and well-being of people. On the other hand, older citizens are also voters and may influence political future of their governments. These two aspects may play important role in establishing cooperation between the two social groups. To reinforce this cooperation and at the same time involve local governments or self-government in the Senior Card Campaign MANKO Association created a partnership program for municipalities called SeniorFriendly Municipality. With this program MANKO supports municipalities in realization of the Senior Policy and creation of positive image of local authorities, and on the other hand activates the seniors, facilitates seniors’ participation in public life. And why it is so important to develop these partnerships? Because the benefits are at both sides. For the campaign support of municipality means greater publicity among other ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

cities and towns, which results in bigger number of enterprises, seniors and other municipalities involved. Benefits for self-governments are presented below. The cooperation between MANKO and municipality is defined in the specific agreement, between both parties, defining rights and obligations of both. The Benefits of the Senior-Friendly Municipality program for self-government are for example:

more active and supportive local community - seniors, enterprises - by co-creation of the Program greater interest of local entrepreneurs in silver economy, which supports the local market creating positive image of local self-government among the citizens certificate of the Senior-Friendly Municipality granted to local self-government media patronage over the events organized for seniors taken by the European Senior Voice Magazine and European Senior Voice web-portal (in Poland also in polish Ediiton of the Ssenior Voice Magazine, and glosseniora.pl web-portal) An article in The European Senior Voice Magazine/European senior-voice web-portal and delivery of the Magazine to the municipality The interest of entrepreneurs in the silver economy and concern for the needs of seniors - companies and entities from partner municipalities join the ESC Campaing for free! ability to participate in new pro-senior campaigns and initiatives, i.e. Stop Manipulation - do not get fooled!

Does it cost anything? Yes! To what extend does the municipality participate in costs of implementation of the Senior Card Campaign depends on the specific agreement between the organization and the municipality. In Poland 3 different options of financial participation are offered to the municipality covers costs of production of cards, organization of the event launching the program in the municipality, distribution of the Senior Voice magazine, storage of documents according to personal data protection rules etc. For more information about 3 PACKAGES for municipalities please search for Senior Friendly Municipality Packages to see examples of proposals for municipalities. The only exception is when the organization implements the European Senior Card program with support of external funds, covering all costs related to implementation of the European Senior Card Campaign. ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

What else the municipality gains? For municipalities, which decide to participate MANKO/partner organization provides know-how, trainings for employees responsible for distribution of the ESC, advisory services on implementation of the card (see Instruction of issuing the European Senior Card), support in organization the event launching the ESC Campaign in the municipality. Seniors living in the municipality area may participate free of charge in events organized by MANKO (i.e. National Seniors’ Days, Heath Days for Seniors etc.), municipality name is mentioned as a partner of the European Senior Card campaign etc. Of course each organization, which begins to implement the European Senior Card program may adapt the MANKO’s experience and practice to national conditions and reality the SASME+ project.

Involving enterprises Enterprises and entities offering discounts are the target group, which the European Senior Card campaign would like to make more aware the problems of the seniors and benefits of the silver economy. On the other hand enterprises can advocate for the campaign. Currently over 2000 enterprises and entities decided to offer discounts to the Senior Card holders, and among them are opticians, private medical practices, cinemas, galleries, cafes, grocery shops, hotels, SPA Resorts, sanatoria, fitness clubs, travel agencies, and so on and so forth. The more companies support the campaign, the more attention it attracts. How do we reach enterprises? Easy to say! One may say. True. Reaching interest of entities and enterprises in the European Senior Card Campaign is a process. The main question arising is WHY? Why should I offer discounts to the seniors? Why should I promote your campaign ? Why is it so important? Why… And you must know the answer, which – in fact – is quite simple. Because you and your company benefit from it, seniors benefit and local economy develops. So what are these benefits? x x

The institution offering discount (a partners) receives certificate and emblems of the European Senior Card Program and is promoted as supporter of the ESC Campaign The partner is more frequently selected by seniors and promoted by them by the word of mouth policy

x x x x x x x x

Partner is listed at the glosseniora.pl website and seniorsvoiceplus.eu web-portal and can be found by the seniors searching for discounts by search engine Partner may promote its products or services in events for the seniors organized by organizer of the ESC campaign (Polish practice) at national level The partner gain promotion and develops its positive image as the one supporting vulnerable social groups (corporate social responsibility) The partner acquires new, more loyal customers Seniors are more active, having possibility to go for a coffee, to the cinema, travel at lower price European Senior Card makes the partner move visible abroad and more willingly chosen by foreign tourist Partner is promoted through European Senor Voice Magazine and European Senior Voice webportal Raising awareness among the community members on the ageing society and importance of the seniors for the local society

To reach enterprises we use communication through: -

local authorities, who invite in official announcement about participation in the Senior Friendly Municipality program and invite potential partners to join the European Senior Card Campaign Personal contact of the team members Senior volunteers who promote the ESC program among enterprises, by visiting companies or by spreading around information about the program Word-of-mouth marketing

Does it cost anything? The partner located in the municipality participating in the Senior-Friendly Municipality Program participates in ESC campaign for free. If the entity wants to join the ESC, but the local self-government haven’t been involved in, it covers costs of visual identification of the ESC Program and Certificate, within the BASIC PROPOSAL, but there is also a possibility to buy EXTRA PACKAGE offering extended promotion.

Seniors – Ambassadors of the European Senior Card Program People 60+ are the main beneficiaries of the Senior Card Campaign. We can find many local community leaders, but also writers, singers, actors, scientists, travelers, journalists, sportsmen and sportswomen and people of many professions, who are still active in their professional life or finally found the time to realize ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

their passions. These people are the real example that being old doesn’t mean the end of life and by their example our programs become more reliable. Seniors endorse and promote the Senior Card and Senior Voice in various ways. One of them is the role of Ambassador. Celebrities supports actions by giving interviews, showing up on events organized by MANKO for the seniors, offering their books or other gifts for prizes in organized competitions etc. The other role is Promoter of the Senior Card – among seniors and enterprises. Knowing the most the needs of seniors they can be more convincing for those who still have doubts. If your organization gains the support and commitment of the seniors, a half of the work is done, because the more we identify with the goals, the more effectively we perform. What are the benefits for the seniors using senior card have been described in the previous sections, but what is also important - those who engage in promoting campaigns admit, that they feel doing something important for the others, feel appreciated and needed. One important example of Ambassadors of the Senior Card is Joanna Talar – retired teacher – who decided to activate those who are inactive in local community. She personally visited people at their homes, engaged Catholic Church and moved forward the campaign.

Organizations working with seniors and for the seniors. Another important group that may influence a lot the success of the campaign is organizations – public or private – that work with the seniors and for them. NGOs, social services, Day Care Centres, Senior’s Clubs, and i.e. Universities of the Third Age. These organizations are distributors of the Senior Voice Magazine and the Senior Card, especially in these locations where the self-government refused to take part in the SeniorFriendly Municipality Program, but the “third sector” decided to take matters into own hands and understand the need of the seniors. They are link between MANKO Association, who provides tools and solutions for the seniors and the final beneficiaries. Thanks to this cooperation both parties benefit. On one hand the organization may offer something extraordinary to the seniors and organizer of the campaign (in this case MANKO Association) attracts wider audience and disseminate activities.

National Institutions – Patronages Another way of creating positive environment around the campaign is cooperating with policy making institutions at national level, i.e. the government and its departments. Access to this kind of entities may bring huge value to the campaign, because the problems underlying the campaign’s goals reach the top level decision makers and the event or campaign is given greater credibility. The simplest way is to asks for the institutional patronage over the campaign or the event. In the given example, the previous SASME project got the patronage of the Ministry of Health, various actions and events organized under auspices of the European Senior Card Campaign get patronages of different institutions like Ministry of Family, Labour and Social Policy, the Police, the Polish Ombudsman and many others. The other, more sophisticated way of cooperation with top level public institutions is serving as consultative entity. MANKO, having worked with the seniors and for them for many years is very much familiar with all the problems and needs of this group. Therefore the voice of the organizations matters in policy making and consultations or policy documents, organizations are often invited to discussion panels during conferences.

Media The media play significant role for the raising awareness campaign. Having media on your side is a half success and it is worth trying. ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

How to build and keep positive relations with the press was mentioned above in “Establish media relations” chapter.

Tips

There is no one perfect solution for creating community that supports your campaigns. Basing on experience we may share some ideas that have proven to be effective and successful for our initiatives. x x x x x x

Convince beneficiaries of your campaign to participate as promoters and ambassadors of the idea Don’t give up! – many times your proposal will be rejected. Give the partner time for reflection Use personal contacts to reach organizations and decision making people The so-called “word-of-mouth” sometimes can do more than the most expensive media campaign Use various communication channels to get visibility of your campaign (website, social media, youtube, traditional media etc.) Diversify types of your supporters to reach wider publicity

Evaluation

Public communication campaigns use media, messaging and organized set of communication activities to generate specific outcomes in a large number of individuals in specified period of time 15. The challenge here is to choose the right outcomes and methods to assess them. It is said, that public communication campaigns are difficult to evaluate because 16: x x x x

They have horizontal and vertical complexity Their interventions are unpredictable Context and other factors confound outcomes Control or comparison groups are difficult to create

Rogers, E. M., & Storey, J. D. (1987). Communication campaigns. In C. R. Berger & S. H. Chaffee (Eds.), Handbook of communication science (pp. 419-445). Newbury Park: Sage. 16 Coffman, J. (2002). Public communication campaing evaluation. (online) Harvard Family Research Project. Harvard Graduate School of Education. (access 10.12.2020) ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 15

x x x

There is lack of precision about outcomes There is lack of knowledge and precision about outcomes Evaluators lack necessary tools

There are various perspectives applied to this field and a lot of discussion on what direction it should take in the future. “Those who subscribe to the causal paradigm feel the field is in need of more outcome and impact evaluation and should use rigorous methodology to deliver definitive answers about what works and whether the campaign caused its intended effects. Those who subscribe to the social change paradigm feel that evaluation should be more practical and process-oriented, delivering information that can be channeled quickly back into the campaign as it is implemented.” 17 The evaluation of Senior Card Campaign is more process-oriented, focusing on campaign distribution, placements and exposure of the brand, participation of target groups, paying attention to scope of visibility and engagement in the campaign. But to some extend specific conclusions on knowledge/awareness, attitudes, behavioral intentions/behaviors and skill may be drawn, on the basis of measures applied. The evaluation indicators have been defined in relation to campaign’s goals, to measure the progress of campaign, the attitude of various social groups and communities towards the campaign: x x x x x x x x x x x x x

Number of (European) Senior Card holders Number of self-governments that joined the Senior Friendly Municipality Program Number of enterprises offering discounts to the seniors The level of discounts Number of people (seniors) participating in events organized by MANKO Number of local Senior Councils appointed under auspices of self-government (bottom-up advisory board on senior policy) Number of senior-volunteers working for the campaign Number of seniors participating in contest organized by Senior Voice Magazine Number of media coverages (by type) Number of interviews given/experts speeches Number of ambassadors (celebrities that supported the campaign) Number of new partners - senior organizations Social media and website analysis (subscribers, followers, visitors, downloads, viewers etc.)

Increasing numbers and dynamics of this increase shows how the process of implementation of the campaign. As above. ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

While the above mentioned indicators can provide quite interesting information about how the Senior Card campaign develops, there is still a lack of more qualitative analysis of attitudes and behaviors. There are no specific measures and tools applied at the stage of preparing this publication, except for social media comments, and some basic evaluation questionnaires distributed during training and conferences or ad hoc interviews. Considering process-oriented evaluation and continuous development of the campaign in time and location (expansion to new countries) accumulated measurement of indicators occurs on the monthly or yearly basis. More specific evaluation of impact, using direct response tracking, rolling sample surveys or other more sophisticated qualitative tools will be applied at the end of the campaign. New partners, which decide to implement the European Senior Card campaign outside Poland, are encouraged to use similar evaluation indicators and methods in order to receive comparable cross-country results.

4. GOOD PRACTICES FROM PARTNER COUNTRIES In the last chapter we present good examples of public awareness campaigns in SASME+ project partner countries – Slovenia, Bulgaria, Turkey, Italy (Sardinia).

ǡ may regret it! Slovenia NAME OF THE CAMPAIGN PERIOD OF IMPLEMENTATION ORGANIZER OF THE CAMPAIGN MAIN PROBLEM

Road safety campaign - If you drive too fast, you may regret it Years 2007-2008 (is continued every year till 2019, but under a different campaign name and slogan) Ministry of Transport of the Republic of Slovenia - Road Safety and Education Council Road safety is becoming an increasing problem due to the increasing density of traffic and modern lifestyles - constant stress, which reflects in too fast driving and in lack of concentration while driving, easy access to alcohol, exhaustion … It is becoming increasingly difficult to ensure road safety and that is why it is important to make people aware that they are contributing to the well-being of themselves and the whole society through cautious and careful driving. This awareness can be raised in different ways, through legislation, social marketing, education, influencing significant others and media content. The percentage of deaths in road accidents has been declining since 1970. Up to 2004, there is a year that deviates from this trend of declining death rates in road accidents, but mainly the index is decreasing. However, the index of traffic accidents has not decreased, which has been fluctuating since 1970. It has been extremely high over the past few years, at 167.3% in 2004, which could be attributed to the modern way of life and the increased number of means of transport used (Road Safety and Education Council 2008). A modern trend of increasing the number of cars is also shown by the statistics. Since 1970 the number of passenger cars per 1000 population increased from 87.8 to 469.7, while the number of deaths due to car accidents per 10,000 cars decreased from 41.1 in year 1970 to 2.9 in year 2004 (Road Safety and Education Council 2008).

The amount of traffic is increasing and traffic safety has been improving over the years, as evidenced by the number of deaths in road accidents. Improved traffic safety comes at the expense of improved infrastructure, safer cars, social marketing – raising awareness of safe driving, legislation... From the statistics we can see that the percentage of deaths between pedestrians, cyclists, car passengers, drivers of agricultural machinery and others is decreasing from 1970 to the present, and that the percentage of deaths among drivers of cars and motorcycles is decreasing or remains the same (Road Safety and Education Council 2008). From 1970 to 2004 the percentage of injuries in road accidents among drivers of motorcycles, cars and other drivers increased, but the percentage of injuries among cyclists, pedestrians and drivers of agricultural machinery decreased (Road Safety and Education Council 2008). Statistics shows that the percentage of deaths from 1970 to 2004 was decreasing in all age classes, with the number of deaths among children by the age of 15 decreased from 99 to 20 and the number of deaths of adolescents from 15 to 24 years decreased from 341 to 203. The number of adults decreased from 496 to 143 and the number of deaths of the elderly from 385 to 168 (Road Safety Education and Education Council 2008). The percentage of deaths declined from 1970 (1970 index 100) to 2004 in all European countries, the Netherlands (32 index in 2004) being the most successful, Germany (34 index in 2004), followed by Austria with index 36, followed by Slovenia with index 39, followed by Hungary with index 77, followed by Portugal (index 84) and Spain (index 99) (Road Safety and Education Council 2008). According to CARE - European Road Accident Database the number of accidents and injuries in Slovenia increased from 1991 to 2004, as the number of accidents doubled and the number of injured nearly tripled. The number of deaths has fallen since 1991 (462 deaths on Slovenian roads) to 2003 (242 deaths). The exception is 2004, when the fall stops and the percentage of deaths rises again slightly (274 deaths). The percentage of deaths of children under 15 fell by 90%, from 30 deaths to 3 in 2001. In 2002 Slovenia adopted a road safety plan with the Road Safety and Education Council, according to which the number of fatalities is expected to be reduced to 210 annually by 2010 (CARE - European Road Accident Database 2008). In Slovenia, the number of deaths in 2005 decreased by four percent compared to 2004, and in Europe by 5 percent. The number of injured in our country decreased by ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

18 % between 2004 and 2005, while in Europe this number decreased by 3 % (CARE European Road Accident Database 2008). Despite the trend of slowing speeds and a decrease in the number of deaths and seriously injured over the years, the number of deaths in road accidents due to speed is still too high in 2019. We have to be aware that just 10 km/h above the speed limit (50 km/h) can mean that our stopping distance is extended by as much as 12 m, which can be fatal inside the settlement. It is therefore important to reduce average speeds within settlements and on regional roads, since by reducing average speeds by only 1 km/h, the number of traffic accidents would fall by 4% and outside the settlement by 2% (foreign survey results). Speed is a key risk factor for the most vulnerable groups of pedestrians (pedestrians, cyclists, elderly and children) and it is also important in the weight of the consequences of drivers and passengers in vehicles. That slower is also safer is also indicated by the fact that the probability of a pedestrian dying at a crash of 50 km/h is as much as 85%, while at a speed of 30 km/h the likelihood that a pedestrian will die from a crash is reduced to less than 10% (Public agency of the Republic of Slovenia for road safety 2020). SOCIAL AND ECONOMIC CONSEQUENCES OF THE PROBLEM

Speed as a risk factor remains one of the main causes of road accidents and contributes significantly to the gravity of the consequences of road accidents, the number of serious and fatal injuries. The campaign strives for reduction in average speeds, which will in turn result in fewer deaths, severe and possibly injured people in traffic accidents that occur due to speed. Speed is a major risk factor for drivers and passengers, and is particularly crucial for the safety of vulnerable road users, pedestrians, cyclists and motorcyclists. Traffic accidents have many negative socio-economic consequences (costs) as they result in loss of resources, human lives and prosperity. Some of the costs can be attributed to road accident participants (eg. medical expenses) and others to the event or traffic accident (eg. material damage). YEAR

none injured

2018

6.575

YEAR 2018

TARGET GROUPS

THE COSTS OF ROAD ACCIDENTS with the injured with the severely injured EUR 12.524 14.163

with fatal outcome 38.310

THE COSTS OF CONSEQUENCES OF ROAD ACCIDENTS none injured with the injured with the severely injured with fatal outcome EUR 40 22.759 230.787 1.986.823

All road users (pedestrians, cyclists, passengers and others), especially drivers.

CAMPAIGN’S GOALS

1. reduce the number of traffic accidents that occur due to inappropriate or unsuitable speed 2. reduce the number of accident victims resulting from inappropriate or unadjusted speed 3. reduce the number of seriously injured by speed

HOW WAS THE CAMPAIGN ORGANIZED, MANAGED AND CONDUCTED

Preventive and media activities were carried out at national and local level in cooperation with municipal Road Safety and Education Councils, activities were prepared related to the work of exam centres and driving schools as well as preventive events in cooperation with other partners and non-governmental organizations. The campaign also implements intense speed controls on the part of the Police and municipal police, with particular attention being paid to measuring speed in settlements.

NETWORK AND PARTNERSHIP DEVELOPMENT

Speed is one of the main factors of traffic accidents, especially those with the worst consequences. The speed project is also part of the National Road Safety Program, run by the Ministry of the Interior - Police. Various media activities were prepared at the Directorate of the Roads, the Road Safety and Education Council in cooperation with the Ministry of Transport to warn about speed and safe driving issues (Road Safety and Education Council 2008).

WHAT TOOLS WERE USED TO PROMOTE THE IDEA OF THE CAMPAIGN ACHIEVED RESULTS

The campaign was supported by various media, such as television spots, radio, internet, moving billboards, toilets and jumbo posters, which all point out that a small mistake or negligence can have catastrophic consequences.

METHODS OF EVALUATION OF THE CAMPAIGN

The effectiveness of a particular social campaign is very difficult to measure. Usually it is done with opinion polls, media analyses, audience and behaviour analysis, results research are used for this purpose ... Social marketing practitioners must have clearly defined goals and have a good knowledge of their target audience for a successful social marketing program. It is important that they know the target group's needs, preferences, habits, as this is the only way they can influence the decision-making process of the audience. This social campaign and other similar that followed it resulted in reducing the number of deaths and seriously injured over the years. Although it was difficult to access data regarding the evaluation strategy that was applied to measure impact of the campaign at that time, we can conclude that the evaluation of success of the campaign was attributed to achievement of the set goals - reduction of the number of traffic accidents that occur due to inappropriate or unsuitable speed, reduction of the number of accident victims resulting from

inappropriate or unadjusted speed, reduction of the number of seriously injured by speed. As an example, in road safety campaign that followed this one and was a preventive campaign on use of mobile phone while driving (2016) carried out by Public agency of the Republic of Slovenia for road safety, their contracting agency used opinion polls, random telephone sampling that was conducted on 1000 adult Slovenian citizens with a driving license B category and travelled at least 1500 km in the last 6 months.

My Gender Rights Bulgaria NAME OF THE CAMPAIGN PERIOD OF IMPLEMENTATION ORGANIZER OF THE CAMPAIGN MAIN PROBLEM

SOCIAL AND ECONOMIC CONSEQUENCES OF THE PROBLEM

TARGET GROUPS CAMPAIGN’S GOALS

My Gender Rights 2017-2018 Student Computer Art Society and partnering organizations from different countries The main issue: Educating young migrant minors on their gender rights in the new home country. A lot of issues arise from the different cultures and the gender imbalance related to that. For example: in Europe girls and boys go to school and study together, grownups have equal rights and job opportunities and all professions are open to them, all things that are new and confusing for newcomers, specifically migrants. Issues that might arise if the problem does not get addressed: - Women from some migrant cultures might marry underage due to pressure from their community; - Early school leaving, insufficient primary education for girls; - Inequality at home – chores, abuse etc.; - Girls unaware of job opportunities and pressured no to work or study; - Boys unaware of social norms in the accepting country (in relation to women) may behave very unacceptably; - Others; Migrant minors ages 10-18; Others: people working with diverse groups of youngsters, youth workers, social workers, organizations related to child protection, minors or equality. The campaign goals were to: - Create a video featuring grown up migrants about gender equality and jobs, how they felt about gender equality when they arrived, what is their opinion now, how is their professional development going etc. -Create a cartoon that illustrates gender equality for boys and girls and their opportunities to become who they want. - Create an offline guessing game that teaches in a playful way facts about gender equality in Europe; - Create a guide on gender equality that helps trainers organize a workshop and work with diverse groups of youngsters. - Organizing a number of workshop in the partnering countries following the guide;

- Raising awareness about the issues not only among minor migrants but also between people in the local communities; HOW WAS THE CAMPAIGN ORGANIZED, MANAGED AND CONDUCTED

Organization and management: - The goals were achieved via the organization of events in strategically selected areas; -The events take place in an accessible venue with the necessary facilities, elevators, ramps for wheelchairs etc. - Organizations who work with young people, volunteer groups and organizations that work with children, migrants etc. were invited to participate as audience; Conduction: The larger events were half a day long each, including breaks. A trainer leads the event while keeping interaction with the audience; The smaller events also were half a day long each. In them the participants were diverse groups of minors and migrant minors. The trainer took them through the whole training programme created by the partnership. Minors played educational games, shared stories and engaged in discussions and different creative tasks.

NETWORK AND PARTNERSHIP DEVELOPMENT

Involved organizations: Ni+Ni-, SCAS, CIAPE, Fastrak Consulting Ltd, Younclusion, Unis-Cité, Internationaler Bund (IB).

WHAT TOOLS WERE USED TO PROMOTE THE IDEA OF THE CAMPAIGN

The campaign took place in 2017-2018 The following tools were used to promote the idea of the campaign: - Internet promotion: – information was posted on social media; - e-mails were sent to youth centres, mentors, municipalities, related organizations and government organizations; - Information about the campaign was posted in different web pages; -YouTube channel with multilingual videos; - Offline promotion: - Informational leaflets; - Talks during events;

ACHIEVED RESULTS People informed through the internet: 2000 approx. Leaflets given away: 500 approx. ------------------------------------------------------------------------------------------------------------------------------------------------This project has been funded with support from the European Commission. This publication [communication] reflects he views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

Participants in all the events: 200 approx. Successful implementation of the created projects in local government organizations; METHODS OF EVALUATION OF THE CAMPAIGN

Quantity evaluation: achieving the set numbers envisioned in the beginning; Quality evaluation: Internal – evaluation by the organizations, constant testing of the products and improvements; External – feedback from the participants in the events; improvements;

The Unwritten Letters from Seniors of our Family ey NAME OF THE CAMPAIGN PERIOD OF IMPLEMENTATION ORGANIZER OF THE CAMPAIGN MAIN PROBLEMS SOCIAL AND ECONOMIC CONSEQUENCES OF THE PROBLEM TARGET GROUPS CAMPAIGN’S GOALS

HOW WAS THE CAMPAIGN ORGANIZED, MANAGED AND CONDUCTED

NETWORK AND PARTNERSHIP DEVELOPMENT

Unwritten Letters from Seniors of Our Family November 2011-December 2012 Çekmeköy Municipality x

The disconnection of communication between people causes problems in the family. Today in Turkey, many people do not spend time with the seniors of their families or do not care of them. This lack of communication weakens family and society ties, especially it prevents the transfer of various traditions to new generations. Seniors Living in Çekmeköy District Over 70 Years of Age

To improve the respect and loyalty towards the seniors in order to strengthen family ties. x To ensure the traditional values related to family and society are revived, sustained and transferred to the next generations. x To reduce the sense of abandonment in seniors. x To improve the sense of ownership of seniors in the society. x To spread the sense of fidelity towards the seniors by participating in events x Organizing an interview with seniors monthly. x Preparing visual materials that contains seniors’ biographical information. x Creating an environment that includes both seniors and young people and share their life stories. x Learning the things that seniors wanted to do in their life, but they couldn’t. x Providing cultural activities (Storytelling, lullabies, traditional games etc.) to increase the interaction between generations. x Buying gifts for the seniors visits that is made within the framework of respect and love The project was only organized by Çekmeköy Municipality x

WHAT TOOLS WERE USED TO PROMOTE THE IDEA OF THE CAMPAIGN ACHIEVED RESULTS

x x

The organizer created a flyer. They also used the following website: www.ailemizincinarlari.com

12 different meeting organizations were done, and many people got together with seniors. The number of visits of nursing home was increased. People learned the traditional stories, lullabies, games and other cultural components through the meetings. A documentary was broadcast, and a book was published with the title of ‘Autobiographies of Çekmeköy’. It was observed that the sense of burnout and abandonment in the seniors decreased. They had a working group that was always on the field to run the project correctly. Based on their recommendations and field notes, they continued to the project. At the end of the project, the organization committee evaluated how the results of activities will provide benefits to those target groups.

x x x x METHODS OF EVALUATION OF THE CAMPAIGN

NAME OF THE CAMPAIGN PERIOD OF IMPLEMENTATION ORGANIZER OF THE CAMPAIGN MAIN PROBLEM

SOCIAL AND ECONOMIC CONSEQUENCES OF THE PROBLEM

TARGET GROUPS

CAMPAIGN’S GOALS

Beach thieves

ǡ ǡ

Summer 2018-2019 WWF and ENAC The island of Sardinia has battled for years to stop tourists from stealing its sand, shells and pebbles, which are prized as souvenirs or in some cases, for aquariums and the gardens. Under a 2017 law, the trade in sand, pebbles and shells is illegal, and punishable with fines from 3,000 to 9,000 euros. The sand thieves hide the stolen goods in small boxes, plastic bottles and bags which they then try to mix up with the rest of the luggage. Customs officials at Sardinia's three airports regularly check tourists' luggage for consignments of sand. Tourists may find Sardinian sand particularly tempting because of its variety: some of the beaches boast sugary white sand while some others have sand of a distinctive pink hue due to a mix of fragments of coral, granite and shells; still others are made up of small quartz grains. Sand is often taken from protected marine areas such as Chia, Is Arutas and the beaches of Villasimius. A small apparently harmless gesture, in fact, creates a huge environmental problem and accelerates the phenomenon of coastal erosion. The Italian island's white-sand beaches are highly protected, with harsh penalties for those who try to remove any sand – for theft with the aggravating circumstance of having stolen an asset of public utility. The consequence of this action, combined with the phenomenon of natural erosion, leads to irreparable environmental damage and the progressive loss of our beaches, and a penalty for offenders, which can range from 3000 up to 9000 euros. x Sardinian, Italian and international tourists, x families with children playing on the beaches, x young people, x adults, x seniors x anyone tempted to collect sand, including pebbles and shells, as a souvenir or to beautify their home or garden Raise people's awareness of the fact that taking away a little bottle may not seem a big deal. But if all the millions of tourists did it, tonnes and tonnes would disappear every year. Consequently promote the conservation of beaches and respect for the

environment. HOW WAS THE CAMPAIGN ORGANIZED, MANAGED AND CONDUCTED

NETWORK AND PARTNERSHIP DEVELOPMENT WHAT TOOLS WERE USED TO PROMOTE THE IDEA OF THE CAMPAIGN

ACHIEVED RESULTS METHODS OF EVALUATION OF THE CAMPAIGN

The awareness campaign was organized by spreading a very strong image: two handcuffed wrists and their hands hold a fist of sand, in the background a beach with a crystalline sea, and in the foreground the words "Beach thief". The image is very direct and gives no room for misunderstandings: stealing sand from the beaches of Sardinia is an environmental crime. The posters with this image have been placed in the main Sardinian airports: Elmas (Cagliari) , Alghero, Olbia, because they are strategic places. Indeed sand thieves are usually spotted at airports, where customs officials can search bags or the sand might get picked up by airport scanners. The campaign was also conducted through delivery of promotional postcards at airports, information channels: local newspaper, online articles and social channels such as a local Facebook page, "Sardegna Rubata e Depredata" - translated as "Sardinia, robbed and plundered" - campaigns against the pilfering of Sardinia's beaches. The page was created by a group of security inspectors from Sardinia's airports. The network was composed by WWF, ENAC, Geasar, Sogaer e Sogeaal and the bodies in charge of controls, in particular the Forestry Corps and Environmental Surveillance of Sardinia. The idea was promoted through large posters posted in the airports of Elmas (Cagliari), Alghero and Olbia; promotional postcard https://www.facebook.com/aeroportocagliariofficial/photos/sabbia-e-conchiglie-non-sonosouvenir-lanciata-questestate-entra-ora-nel-vivo-la/1047800738607196/ social media as facebook pages, for example and https://www.facebook.com/sardegnarubataedepredata/ , local newspaper https://www.unionesarda.it/articolo/cronaca/2018/06/29/sardegna-il-wwf-controi-furti-di-sabbia-un-reato-68-744527.html and online articles for example https://www.wwf.it/petrolio_mi_sta_stretto/?24761/Ladri-disabbia https://www.wwf.it/regioni/?40580/Campagna-mare-in-Sardegna-domani-il-WWFpresenter-Lultima-spiaggia, and https://www.sardiniapost.it/cronaca/ladri-di-sabbia-e-spiagge-sarde-violate-appello-del-wwf-perdifendere-le-coste/ Thanks to the intensification of control activities at airports, a large amount of precious sand has been returned to its natural environment. People have become more aware of the damage done to the environment and many tourists even after decades, realized the damage done and returned the sand. The campaign has been active since 2016 and has brought several positive results. In 2017, over 5 tons of stolen material including sand, shells and stones were recovered. The following year around 100 tourists were stopped every weekend attempting to plunder the island's beaches. The loot was seized and returned to its place of origin.