the United Nations at Expo Milano 2015

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the

United Nations at Expo Milano 2015


The United Nations system thanks the Italian Government and Expo 2015 S.p.A. for their support in developing the innovative UN participation model for Expo Milano 2015.

The designations employed and the presentation of material in this information product do not imply the expression of any opinion whatsoever on the part of the United Nations (UN) concerning the legal or development status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. The mention of specific companies or products of manufacturers, whether or not these have been patented, does not imply that these have been endorsed or recommended by the UN in preference to others of a similar nature that are not mentioned. The views expressed in this information product are those of the author(s) and do not necessarily reflect the views or policies of the UN. © UN-EXPO, 2016 The UN encourages the use, reproduction and dissemination of material in this information product. Except where otherwise indicated, material may be copied, downloaded and printed for private study, research and teaching purposes, or for use in non-commercial products or services, provided that appropriate acknowledgement of the UN as the source and copyright holder is given and that the UN’s endorsement of users’ views, products or services is not implied in any way.

Photo credits © FAO: Giuseppe Carotenuto, Alessandra Benedetti, Giulio Napolitano © UN-EXPO: Antonella Porfido, Andrea Tornese © Expo 2015: Daniele Mascolo, Stefano Porta © UNSG official photographer © IFAD: Flavio Ianniello © WFP: Simon Recker © Gloria Fenaroli © UN-OHRLLS: Louise Stoddard © LaPresse: Gian Mattia D’Alberto © GereBros


“We are here today to pledge again to achieve food security for all the people around the world – to build a global movement to end hunger. This will go handin-hand with greater health, economic development and social inclusion for individuals and societies. I count on each and every one of you to capture the spirit of this Expo Milano and continue the fight against hunger all year round. Let us work together, so that everybody in this world will be able to live with human dignity.� Ban Ki-moon UN Secretary-General, 16 October 2015 3


“Global events such as Expo Milano 2015 are important platforms for engaging the public and encouraging their support. Expo Milano seized the opportunity with its theme of “Feeding the Planet, Energy for Life”… We are bringing the Zero Hunger Vision to an estimated 20 million visitors. Our message is clear. We can be the Zero Hunger Generation. And we want to inspire the public to believe in that, and to act to transform the vision into reality.” José Graziano da Silva FAO Director-General, 26 September 2015


CONTENTS

INTRODUCTION

EVENTS AND OTHER ACTIVITIES

Expo Milano 2015............................................................................................... 10 The UN at Expo Milano 2015.............................................................................11 Theme: The Zero Hunger Challenge United for a sustainable world..... 14 UN-Expo logo and symbol.................................................................................15

Events highlight................................................................................................... 82 UN Days................................................................................................................ 89 World Environment Day.............................................................................. 91 World Humanitarian Day............................................................................ 93 World Food Day............................................................................................ 95 Expo events involving UN agencies................................................................. 98 Official visits......................................................................................................... 99 Activities with schools..................................................................................... 100 Pavilion Zero competitions............................................................................. 102 Support to UN staff.......................................................................................... 106

·

E X H I B I T - H O R I Z O N TA L P R E S E N C E UN Itinerary..........................................................................................................19 UN spoon installations...................................................................................... 20 Pavilion Zero........................................................................................................ 23 The rooms...................................................................................................... 24 UN content..................................................................................................... 26 Pavilion Zero - UN spoon installation....................................................... 28 UN Garden .......................................................................................................... 30 UN Garden - UN spoon installation.......................................................... 32 East entrace - Roserio........................................................................................ 34 Decumano............................................................................................................ 36 Biodiversity Park................................................................................................. 38 Future Food District .......................................................................................... 40 Lake Arena........................................................................................................... 42 Cascina Triulza..................................................................................................... 44 Children’s Park ................................................................................................... 46 Rice Cluster.......................................................................................................... 48 Cocoa Cluster ..................................................................................................... 50 Coffee Cluster...................................................................................................... 52 Fruit and Legumes Cluster................................................................................ 54 Spices Cluster...................................................................................................... 56 Cereals and Tubers Cluster............................................................................... 58 Bio-Mediterraneum Cluster............................................................................. 60 Islands, Sea and Food Cluster.......................................................................... 62 Arid Zones Cluster.............................................................................................. 64

UN governance.................................................................................................. 120 UN-Expo team................................................................................................... 121 UN agency participation and engagement.................................................. 125 Participation contract...................................................................................... 126 Funding............................................................................................................... 127

C O M MU N I C AT I O N S

LEGACY

Communications materials............................................................................... 68 Website................................................................................................................. 71 Social media ........................................................................................................ 72 Game: “get to Zero”............................................................................................ 76 Media activities................................................................................................... 78

Pavilion Zero...................................................................................................... 130 Carta di Milano.................................................................................................. 131 Best practices.................................................................................................... 132 WE- Women for Expo ...................................................................................... 133 Milan Urban Food Policy Pact......................................................................... 134

PARTNERSHIPS European Union................................................................................................ 108 Italian Development Cooperation................................................................. 109 KiP International School...................................................................................110 Progetto Scuola (School Project).....................................................................111 Fondazione Cinema per Roma........................................................................112 Eccellenze Italiane..............................................................................................113 Rai Expo...............................................................................................................114 Art for a Better Future......................................................................................115 Centergross........................................................................................................116 Ferrari Granulati................................................................................................117 MAXXI..................................................................................................................118

PA R T I C I PAT I O N F R A M E WO R K

L E S S O N S L E A R N E D A N D R E C O M M E N D AT I O N S Lessons learned and recommendations...................................................... 136

ABOUT US About us............................................................................................................. 141



“International Expositions are a highly effective way of reaching the public. At the UN, we find that while everyone knows the United Nations names, citizens often have only a limited knowledge of the daily work we do to create a better world… One of the most exciting elements of our participation is a strategic partnership between the UN and the Italian Government, giving the UN a horizontal presence across all 110 hectares of the Expo Site, instead of a dedicated pavilion. We are excited to be piloting this approach in Milan, and expect it will become a model for future UN participation in Expo.” Kanayo F. Nwanze IFAD President, Rome, 7 May 2014


“At Expo Milano’s Pavilion Zero we will help tell the stories of the diverse people whose efforts are central to achieving Zero Hunger. The Milan EXPO provides an ideal platform during this global reset year for generating the global public will and citizen participation in the movement to end hunger, increase agricultural production and eliminate malnutrition.” Ertharin Cousin WFP Executive Director, Rome, May 2015 8

United Nations at Expo Milano 2015


Introduction


EXPO MILANO 2015

1 May – 31 October 2015 1.1 million square metre exhibition site 21.5 million visitors 147 official participants

Expo Milano 2015 took place from 1 May to 31 October 2015 with the theme, “Feeding the Planet. Energy for Life”. 147 official participants took part, including countries, the United Nations and the European Union. Other participants included civil society organisations and corporations.

Expo’s theme was also expressed through five Thematic Areas where visitors were able to explore and reflect on matters relating to that theme:

The 2015 edition of the Universal Exposition welcomed more than 20 million visitors.

Pavilion Zero: introduced visitors to the Expo Milano 2015 site and focused on humankind’s relationship with nature and the way food production, conservation and consumption have evolved

The impressive site of 1.1 million square metres included country pavilions, a civil society pavilion, conference centre, media centre, corporate hospitality area, Lake Arena, an openair theatre, an auditorium and eating areas.

Biodiversity Park: an 8 500 square meter area that included a theater, two pavilions - one dedicated to organic and natural products, the other housing a biodiversity exhibit - and open spaces displaying a variety of plants

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The United Nations at Expo Milano 2015

Future Food District: presented possible scenarios for the application of new technologies at each step of the food chain Children’s Park: explored the Expo theme in both a fun and educational way Nine Thematic Clusters: offered an innovative way for countries without their own pavilion to participate in the exhibition under a shared theme. The nine themes included: Coffee; Cocoa; Rice; Cereals and Tubers; Fruits and Legumes; Spices; Arid Zones; BioMediterraneum; and Islands, Sea and Food.


T H E U N AT E X P O M I L A N O 2 0 1 5

THE SECRETARY-GENERAL’S

HIGH-LEVEL TASK FORCE ON

GLOBAL FOOD SECURITY

United Nations Educational, Scientific and Cultural Organization

Science for a food-secure future

Participating in World Expositions is a way for the UN system to foster dialogue with the public and to encourage support for its objectives and activities. Only by raising awareness among the global population and by sensitising public opinion on key issues, can we mobilise the political will that is necessary to achieve the mission of the United Nations: a peaceful and equal world without hunger. The aim of the UN’s participation in Expo Milano 2015 was to demonstrate to over 20 million visitors, through the theme, "The Zero Hunger Challenge • United for a sustainable world", the message of UN Secretary-General, Ban Ki-moon: how it is possible to end hunger in our lifetime, how this can only be achieved if we work together and how everyone can and needs to be part of the solution.

Visitors to Expo Milano 2015 discovered how all of us have a role to play, even by changing simple day-to-day actions and decisions. Expo Milano 2015 was a global forum where various food issues were brought to the table. Participants included a range of actors, all of whom have a role to play in creating sustainable food systems: 144 countries that represented a majority of the world’s population, three international organisations (UN, EU and CERN), consumers, producers, the private sector and civil society. It was a great occasion to discuss the process and the results of the Post-2015 Development Agenda and to create momentum around key food security and nutrition issues through debates, workshops and important events.

INTRODUCTION 11


T H E U N AT E X P O M I L A N O 2 0 1 5

UN Secretary-General Ban Ki-moon appointed the Rome-based agencies (RBAs) – the Food and Agriculture Organization of the United Nations (FAO), the International Fund for Agricultural Development (IFAD), and the World Food Programme (WFP) – as the lead agencies for the coordination of the UN system’s participation in Expo Milano 2015 under the leadership of the FAO Director-General, José Graziano da Silva. Given the strong synergy between the theme of Expo Milano 2015 and the mission of the United Nations, a new type of participation model was proposed by the host country. For the first time in the history of World Expositions, the UN did not have a pavilion but instead a UN Itinerary, with content spread across the various Thematic Areas of the Expo site. This opportunity to exhibit and simultaneously interact with visitors throughout the entire Expo 2015 site provided greater visibility for the UN system, its activities, important goals and challenges, and best practices in fields related to the theme.

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United Nations at Expo Milano 2015

The positive results of UN programmes across the world and national experiences were shared in numerous areas. Pavilion Zero, based at the main entrance to Expo Milano 2015 was one of the most important stops along the UN Itinerary. With UN content in 10 of the 12 rooms, the link between Expo’s theme, “Feeding the Planet. Energy for life”, and the mission of the UN was most evident and UN country programmes featured in documentary films and photo stories as winners of the call for best practices in food security. A large part of the UN Itinerary was made up of 18 installations easily recognizable by their giant blue spoons, the symbol of the UN’s presence at Expo Milano 2015. The spoons had a unique visual identity and reached a height of 4 meters. Each spoon was positioned in a space, which included a totem with a monitor for the display of UN multimedia content (i.e. infographics, videos, photo stories and posters) and panels displaying infographics, maps, text and other visual content.

Each UN spoon installation was dedicated to a different topic, including the five pillars of the Zero Hunger Challenge, women’s empowerment and gender equality, UN input on Expo’s nine cluster themes and general information on the UN and the Zero Hunger Challenge. UN country projects were explored according to the themes of Expo’s nine thematic clusters and other UN spaces looked at national efforts towards achieving Zero Hunger. The UN system’s horizontal presence also offered the Expo a chance to include global content on key issues related to food and nutrition throughout the Thematic Areas. Twenty UN agencies and important partners such as the CGIAR Consortium took part in Expo Milano 2015, by providing content, participating in events, promoting the UN’s participation in Expo Milano 2015, or participating in the Best Practices competition and other activities. The exercise promoted partnership among UN agencies and UN partners and the final exhibition of content from over 20 agencies and UN partners was the result of effective teamwork and a reflection of the UN’s overall aim to “Deliver as One”.


T H E U N AT E X P O M I L A N O 2 0 1 5

The UN itinerary particularly targeted families and young people, who were able to improve their visitor experience by playing a free smartphone App and web game, “Get to Zero”, where answers to a quiz could be found at UN spoon installations along the UN Zero Hunger Itinerary. As part of the collaboration with the Expo Progetto Scuola (School Project), an initiative launched by the Expo organisers and the Italian Ministry of Education, University and Research (MIUR), almost 25 000 school students were guided through the highlights of the UN Itinerary at Expo Milano 2015 and encouraged to follow up on the topics explored with UNExpo information materials and through the UN-Expo website. Upon request, the UN-Expo team also organised presentations and guided tours of the UN Itinerary for independent school groups including an activity with elementary school children on World Food Day that raised awareness about the Zero Hunger Challenge and the Sustainable Development Goals.

The three UN Days celebrated at Expo Milano were also successful in maximising the UN’s visibility at the Expo and engaging young people. Falling in a historic moment for food security, and with the participation of the UN SecretaryGeneral Ban Ki-moon, World Food Day 2015 was one of the biggest events at the Milan World Exposition. It was one of the first international events to follow the launch of the UN Sustainable Development Agenda and a great opportunity to send a strong message to the world: how we, the Zero Hunger Generation, are the first generation ever to have the potential to end hunger in the next 15 years. Similarly, widespread media coverage of the event drew attention to the crucial role that young people will play in ending world hunger and highlighted how the success of the 2030 Agenda for Sustainable Development will ultimately depend on all people and not just governments.

The UN's participation in Expo Milano 2015 was unique considering not only the link between the theme of the Expo and the mandate of the Rome-based agencies, but also how the agencies nominated to take the lead were based in the country hosting the Expo. This was advantageous from a logistical perspective and it facilitated direct communication between the UN agencies and the organisers during the preparatory phase, from 2013 onwards. In fact, the UN's participation in Expo Milano 2015 was instrumental in strengthening UN cooperation with Italy, which plays a special role in promoting increased food security as host of the Romebased agencies.

In addition to the key messages of the Zero Hunger Challenge and the Sustainable Development Agenda, around 200 UN events and debates at the exposition placed agricultural issues high on the political and media agenda and created momentum for the 21st Conference on Climate Change - COP21 - and the the tenth annual meeting of the G-20 heads of government in November 2015.

INTRODUCTION 13


THEME: THE ZERO HUNGER CHALLENGE

stuntedstunted children children less than less than 2 years2 years

As per BIE regulations, all Expo Participants should submit a theme for their participation in Universal Expositions. The UN submitted a Theme Statement to Expo 2015 S.p.A. in December 2013 (see Annex 1) and this was officially approved by Expo on 4 March 2014. The theme for the UN's participation in Expo Milano 2015 was “The Zero Hunger Challenge • United for a sustainable world”.

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The United Nations at Expo Milano 2015

·

U N I T E D F O R A S U S TA I N A B L E WO R L D

access access to adequate to adequate food food all yearall round year round

food food systems systems are are sustainable sustainable

increase increase in smallholder in smallholder productivity productivity and income and income

loss loss or or waste waste of foodof food

women’s women’s empowerment empowerment and gender and gender equality equality

United we can build a world within our lifetimes where all people, at all times, have access to sufficient, safe and nutritious food and lead healthy and productive lives, without compromising the needs of future generations.

The UN brought this vision to Expo Milano 2015, demonstrating to visitors how it is possible to end hunger in our lifetime, how this can only be achieved if we work together and how they can and need to be part of the solution.

This concept is summed up in the Zero Hunger Challenge launched by UN Secretary-General Ban Ki-moon in 2012.

In addition to the five elements of Ban Kimoon’s Zero Hunger Challenge, the UN focused on women’s empowerment and gender equality at Expo Milano 2015, an integral part of each element of the Challenge.


UN-EXPO LOGO AND SYMBOL

According to the UN Guidelines for Participation in World Expositions, a logo was developed to represent the UN system at Expo Milano 2015. The UN logo for Expo Milano 2015 connects three main elements: the theme for the UN's participation in Expo Milano 2015, “The Zero Hunger Challenge • United for a sustainable world”, the organisation and the event. The blue and green colors recall planet Earth and also relate to Expo’s and the UN's theme of sustainability. The blue of the “UN” makes the Organisation immediately identifiable to Expo’s visitors.

Furthermore, the striking shades of green and blue produce a clear visual identity aimed at achieving the level of visibility required to link UN content spread throughout the site at Expo Milano 2015. Within the UN-Expo logo, the letter “O” is transformed into a zero through the position of the spoon. Each of these symbols - the zero, the spoon and the letter “O” - are directly connected with the Zero Hunger Challenge. The UN-Expo team provided a Logo Book and worked with UN agencies to ensure a consistent visual identity for the UN at Expo 2015 across all UN activities especially through use of the UN-Expo logo in events, for exhibits and in any promotional materials prepared by the UN agencies (see Annex 2 for the UN-Expo Logo Book).

The team ensured that UN agencies adhered to the logo guidelines and closely followed instructions for co-branding with their own agency logo and that of other partners involved in the event. The UN-Expo team also managed UN-Expo logo patronage requests from external partners. UN-Expo symbol: blue spoon The spoon was the symbol of the UN’s presence at Expo Milano 2015. When talking about food, nutrition and the challenge of feeding the world, the spoon is a tool common to all food traditions, demonstrating how the Zero Hunger Challenge belongs to each and every one of us.

INTRODUCTION 15


The UN-Expo team , Rome Based Agency staff and Expo Milano 2015 organisers on an official visit to the Expo Milano 2015 construction site. Milan, 3 March 2015.


Exhibit - Horizontal presence


Plant an idea, rise to the Challenge. Semina un’idea, raccogli la Sfida.

"I want to see an end to hunger everywhere within my lifetime. In a world of plenty, no one - not a single person - should go hungry." "Voglio vedere la fine della fame nel mondo nell’arco della mia vita. In un mondo di abbondanza, nessuno, non una singola persona, dovrebbe soffrire la fame." Ban Ki-moon UN Secretary-General


UN ITINERARY

The organisers’ aim to give greater focus to the theme at Expo Milano 2015, “Feeding the planet, Energy for life”, and the strong link between Expo’s theme and the mission of the UN led to a new type of partnership. For the first time in the history of World Expositions, the UN did not have a pavilion but instead a horizontal presence with content spread throughout the Expo site.

A UN Itinerary connected content, from Pavilion Zero – where the link between Expo’s theme and the mission of the UN was most evident – through the UN Garden, the Biodiversity Park, the Children’s Park, the Future Food District, the nine clusters, country pavilions, the civil society area (“Cascina Triulza”) and other areas of the Expo site.

Exhibit - Horizontal presence 19


U N S P O O N I N S TA L L AT I O N S

A large part of the UN Itinerary was made up of 18 installations easily recognizable by their giant blue spoons, the symbol of the UN's presence at Expo Milano 2015. The spoons had a unique visual identity and reached a height of 4 metres. Each spoon was positioned in a space, which included a totem with a monitor for the display of UN multimedia content (i.e. infographics, videos, photo stories and posters) and panels displaying infographics, maps, text and other visual content.

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The United Nations at Expo Milano 2015

Each UN spoon installation was dedicated to a different topic, including the five pillars of the Zero Hunger Challenge, women’s empowerment and gender equality, UN input on Expo’s nine cluster themes and general information on the UN and the Zero Hunger Challenge. The UN-Expo team called upon the participating UN agencies to collect multimedia content for the monitors of the UN installations.

As soon as the call closed, over 700 materials were reviewed. Multimedia content was selected according to specific technical requirements, suitability for a general non-technical audience, compatibility with the UN's theme for Expo and key topics, quality and impact. The selection process ensured that each of the participating agencies were represented in at least one of the 18 spoon installations. Finally, multimedia material was divided according to the topics of the UN spoon installations and edited by an external editing agency.


U N S P O O N I N S TA L L AT I O N S

The prototype of the UN spoon installation was inaugurated at FAO headquarters by FAO Director-General, José Graziano da Silva, and the Italian Minister of Agricultural, Food and Forestry Policies, Maurizio Martina. Rome, 20 November 2014.

In addition to the content provided by the UN agencies, which featured on video screens in the 18 spoon installations, multimedia content was also provided by external entities. Among these were Andrew MacMillan and Ignacio Trueba, who provided quotes from their book “How to End Hunger in Times of Crises”. A non-profit organization, Art for a Better Future (see page 115) provided artwork on the UN’s theme from developing countries around the world. The UN spoon installations also featured dedicated multimedia material for each of the three UN Days celebrated at Expo 2015, including the winners of the World Food Day poster competition, and promoted the FAO Hunger Map launched in May 2015.

Static material, namely infographics, charts and maps, were developed especially for Expo by the UN-Expo Knowledge Management Consultant and Creative Director, with the support of other members of the team and UN technical staff. The design for the installations was finalised by the UN-Expo Creative Director and Expo partner, Architetti Senza Frontiere (Architects Without Borders). Once the contractor was selected, the UN-Expo Creative Director worked with the company on the final design of each of the installations and supervised their construction. The Expo Construction team was responsible for the logistics and maintenance of the UN spoon installations at Expo Milano 2015.

A prototype of the UN spoon installation was unveiled at FAO during the Second International Conference on Nutrition (ICN2). The Italian Minister of Agriculture, the FAO Director-General and other high-level representatives attended the ceremony, which was broadcast by Rai (Italy’s national public broadcasting company). The prototype installation was also displayed at IFAD and WFP in a bid to promote the UN's participation before Expo Milano opened in May 2015. In addition to featuring widely throughout Expo’s Thematic Areas and Clusters, one of the UN installations was also hosted by Spain in its pavilion.

Exhibit - Horizontal presence 21


PAV I L I O N Z E R O

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The United Nations at Expo Milano 2015


PAV I L I O N Z E R O

Based at the main entrance to Expo Milano 2015, Pavilion Zero introduced visitors to the Exposition’s theme and focused on humankind’s relationship with nature and the way food production, conservation and consumption have evolved.

The pavilion consisted of 12 rooms with impressive props from a huge artificial tree growing through the roof, to an 18-metre digital wall, life-size animals, fish swimming through the sky, hanging farming instruments, 360 degree digital landscapes and film documentaries featuring the winners of the competition on Best Sustainable Development Practices in food security (see page 102).

The UN-Expo team worked with Expo’s curators to include UN multimedia content in the pavilion and to integrate it in the best possible way in as many rooms as possible. As soon as the UN's presence in the pavilion was determined and the UN content was finalised, a formal request was made by Expo 2015 S.p.A. to the UN Publications Board to use the UN emblem on the facade of Pavilion Zero, alongside the UN-Expo logo.

Exhibit - Horizontal presence 23


PAV I L I O N Z E R O

THE ROOMS

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The United Nations at Expo Milano 2015

1 - Wall of Memory A grand library measuring 24 by 50 metres, made of chestnut, durmast, oak, and elm with drawers and statues reminiscent of the history of civilisation.

2A - The Digital Wall A projection of arts and crafts on a 20-metre wall inspired by Mantova’s Sala dei Giganti. This included depictions of hunting, fishing, breeding and cultivation.

2B - The Tree of Life A 24-metre oak made of resin bursting through the ceiling. This is symbolic of the tree of life and knowledge which encouraged man to seek perfection.

3 - Domesticated Plants To domesticate is to tame the outside world; to cultivate is to care for the earth. Displays filled with seeds and spices and hanging panels with vegetables filled the room.

4 - Domesticated Animals Breeding: by domesticating animals, the human diet is transformed. This room was a Noah’s Ark, with sculpted animals, trompe l’oeil on the walls and fish suspended from the ceiling.

5 - The Valley of Civilisation An open-air room, located at the centre of Pavilion Zero, with an impressive table made of wood from a prehistoric kauri forest.


PAV I L I O N Z E R O

6 - Tools From the spoked wheel of 2000 B.C. to the plough and the sickle. Ploughed earth and dry stone walls, recalled the beginning of private property.

7 - Containers The discovery of containers led to the advent of many activities, including gathering and preserving. Some fifty archeological objects filled a series of display cabinets.

8 - Industrialisation A 400 sqm model recreated scenes from life during the industrial era (the first railways, mining and the steel industry) and offered glimpses into the past from Crespi d’Adda to Chicago.

9 - The Stock Exchange Food market prices moved across a large screen, 13 metres tall and 40 metres wide. Graphics and diagrams complemented the display.

10A - The Paradox of Food Waste The contemporary dilemma: overconsumption. The world produces more food than necessary, but evidently it is badly distributed. The iconic photo of Alberto Sordi from “An American in Rome” was featured among a selection of projected images.

10B - Disasters A crack in a wall offered a glimpse of contemporary tragedies, including earthquakes and tsunamis, but also major food problems such as malnutrition and obesity.

11 - Landscapes Close to the end of the circuit, there was a message of hope, displaying landscapes cultivated by humans who respect the Earth and practice sustainable development.

12 - Best Practices Five films and 13 photo stories on best practices were part of the final room.

Exhibit - Horizontal presence 25


PAV I L I O N Z E R O

UN CONTENT

26

The United Nations at Expo Milano 2015

Seven UN stele or panels characterised the UN's presence in Pavilion Zero. The UN stele were linked to concepts addressed in each of the rooms and informed visitors, in a simple storytelling style, about the UN’s work in these areas and the elements of the Zero Hunger Challenge. The brief texts on the stele immediately captured the attention of a diverse, non-technical audience constantly flowing through the area.

Quotes from the UN Secretary-General and the heads of the three Rome-based agencies were also featured on the stele. Sharp graphics accompanying the text facilitated easy reading, while the UN-Expo logo reinforced the UN's visual identity and strong presence in the pavilion.


PAV I L I O N Z E R O

www.un-expo.org

www.un-expo.org

PLAY THE UN GAME

www.un-expo.org

www.un-expo.org

PLAY THE UN GAME

PLAY THE UN GAME

www.un-expo.org

www.un-expo.org

PLAY THE UN GAME PLAY THE UN GAME

PLAY THE UN GAME

PLAY THE UN GAME

A 1-minute animation for the digital wall was developed jointly by the UN-Expo team and Palomar, an Italian television and cinema production company contracted by Expo. This is a short feature on the five elements of the Zero Hunger Challenge, women’s empowerment and gender equality and the UN-Expo logo.

Another 1-minute animation for the digital wall featured the Short Food Movie competition, an initiative developed by the Fondazione Cinema per Roma, including videos submitted for the Zero Hunger Challenge category of the competition. The UN-Expo team worked closely with Fondazione Cinema per Roma throughout the competition to develop content for their website, promote the competition and select UN winners.

A non-institutional 8-minute film on the Zero Hunger Challenge, written and directed by the award winning Director Costanza Quatriglio, was displayed alongside the five films on the winning best practices in the final room of Pavilion Zero. Related activities included the preparation of a brief on the Zero Hunger Challenge, artistic and technical support, review of the script and regular meetings of a working group, composed of representatives of Palomar and the UN-Expo team.

A 3-minute video infographic on issues related to access to food and food markets was developed by the UN-Expo team in collaboration with Expo organisers for the stock exchange room.

Exhibit - Horizontal presence 27


BAHRAIN

ANGOLA

NEPAL

SUDAN

Pavilion Zero

Ingresso Ovest Triulza Ingresso Ovest Fiorenza

PAVILION ZERO

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The United Nations at Expo Milano 2015

The UN spoon installation located at the entrance to Pavilion Zero provided an overview of the important work carried out by the UN in tackling global challenges. Here the UN introduced its main areas of action and achievements, such as providing food to millions of people; fighting poverty; helping to improve the health and well-being of people living in rural areas; assisting refugees and people fleeing from war, famine or persecution; mobilizing billions of dollars in humanitarian aid; promoting maternal health; and vaccinating more than half of the world’s children.

BRAZIL

CZECH REPUBLIC

In addition, the UN highlighted the key message of the Zero Hunger Challenge: “Ending hunger is everyone’s responsibility. All of us have a role to play, even through the commitment to change simple day-to-day actions or decisions”.

BELGIUM

Expo Centre

decumano

UN Garden

media centre

IRLEAND

P A V I L I O N Z E R O | U N S P O O N I N S T A L L A T I O N S


PAV I L I O N Z E R O | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 29


UN GARDEN

A bird’s eye view of the UN Garden at Expo Milano 2015. Note the giant blue spoon, which acted as the centrepiece of the Garden.

Based close to Pavilion Zero and the Expo Milano entrance, the UN Garden introduced visitors to the Zero Hunger Challenge and the UN Itinerary. A mega screen based in the Garden displayed a video message from the UN Secretary-General Ban Ki-moon, the heads of the UN Rome-based agencies and other videos produced by UN entities. A tent in the area, used for small events or exhibitions, recalled the UN’s important work in disaster relief. This non-commercial and sustainable structure also included an area dedicated to the flags of the UN member states, emphasizing the founding concept of the UN, “United”. A giant UN spoon acted as the centrepiece, on top of which people could walk or sit.

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The United Nations at Expo Milano 2015

The UN Garden comprised an installation of wooden spoons symbolizing how we must cultivate the practice of working together in order to achieve the Zero Hunger Challenge. The Garden was sponsored by KiP International School, an independent non-profit organisation that promotes collaboration among national, regional and local governments; the United Nations; multilateral organisations, universities, foundations and other public and private organisations. For more information on the UN’s partnership with KiP, please refer to page 110. The UN Garden was instrumental in consolidating the UN's visual identity at Expo and introducing the symbol of the blue spoon to the visitors of the World Exposition.

Through a collaboration with the agency responsible for guided tours at Expo, the UN‑Expo team arranged for all official Expo tours to pass through the UN Garden. All guides were briefed on the UN's participation and theme by the UN-Expo team. Furthermore, this space played a vital role in the initiative with Expo’s Progetto Scuola (School Project), as it provided an educational space in which staff could interact with school groups. The UN Garden was crucial in garnering players for the UN’s App for Expo, “get to Zero”, as it was a place where the game was advertised and where players received their prize for having completed all seven levels of the “onsite” version of the game.


UN GARDEN

Exhibit - Horizontal presence 31


UN GARDEN

Ingresso Ovest Triulza Ingresso Ovest Fiorenza

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The United Nations at Expo Milano 2015

BAHRAIN

ANGOLA

NEPAL

SUDAN

BRAZIL

CZECH REPUBLIC

VIETNAM

BELGIUM

Expo Centre

decumano

UN Garden

media centre

IRLEAND

U N G A R D E N | U N S P O O N I N S TA L L AT I O N S

Concurrently, some 1.9 billion people were The UN spoon installation based at the overweight or obese and this number had Pavilion entrance to the UN Garden explored the two sides of malnutrition: hunger and obesity. TheZero increased each year. To add to this, as much as one third of the food produced worldwide world produces more food per person than for human consumption was lost or wasted ever before and yet, hunger and malnutrition – around 1.3 billion tones. The UN spoon remain widespread. At the time of Expo installation also provided an overview of Milano 2015, around 800 million people, about important UN programmes and their positive one in nine, suffered from chronic hunger, contribution to tackling global challenges and and approximately two billion people were helping those in need. malnourished.

Ric


U N G A R D E N | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 33


E A S T E N T R A N C E - R O S E R I O | U N S P O O N I N S TA L L AT I O N S

Bio-Mediterraneum

Tree of Life

Islands, Sea and Food

Arid Zones Biodiversity Park

34

Open Airat Expo Milano 2015 The United Nations Theatre

OMAN

Visitors discovered how the right nutrition during the first one thousand days of a baby’s life can have a profound impact on a child’s ability to grow, learn, and rise out of poverty. In 2015, one inMediterranean four children (161 million) were Hill chronically malnourished or “stunted” and in order to get to Zero, a number of issues will need to be tackled including health care Biodiversity assistance, access to clean water, sanitation, Square education and specific nutrition interventions, coupled with initiatives that enable the empowerment of women.

INDONESIA

RUSSIA

SLOVAKIA

JAPAN

MONACO

ESTONIA

TURKMENISTAN

Cereals and Tubers

QATAR

AUSTRIA

ITALY

cardo

Piazza Italia

Visitors accessing the Expo Milano 2015 site through the East Entrance were faced immediately with the Mediterranean Hill, an area comprising the most typical vegetation and cultures of the Mediterranean ecosystem, managed by Expo and Slow Food. The top of the hill offered a striking view of the entire exposition site. decumano The UN installation located at the East Entrance introduced the first element of the Zero Hunger Challenge, addressing how one of the key steps in eradicating hunger involves putting an end to stunting in children under two years.

TURKEY

USA

GERMANY IRAN

KUWAIT

ECUADOR CHILE

ITALY

EAST ENTRANCE - ROSERIO

MOROCCO

cardo

Lake Arena


E A S T E N T R A N C E - R O S E R I O | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 35


Tree DE of Life

Bio-Mediterraneum

CUMANO | UN SPOO

Islands, Sea and N Food INS

TA L L AT I O N S Arid Zones

Biodiversity Park Lake Arena

DECUMANO

Open Air Theatre

The United Nations at Expo Milano 2015

OMAN

ESTONIA

Mediterranean Hill

Biodiversity Square INDONESIA

TURKMENISTAN

QATAR

Cereals and Tubers

MOROCCO

IRAN

CHILE

AUSTRIA

ITALY

cardo

ITALY

RUSSIA

decumano

Piazza Italia

36

SLOVAKIA

JAPAN

MONACO

TURKEY

USA

KUWAIT

GERMANY

ECUADOR

ITALY

ITALY

cardo

zzo lia

Like many modern and ancient Roman cities, Expo Milano 2015 was set along two main streets – the Cardo and the Decumano – that intersected at the Piazza Italia. The main street, the Decumano, connected the whole site from east to west covering a distance of 1.5 kilometres. Country pavilions were based on both sides of the Decumano. The Italian pavilion was located along the entire length of the Cardo.

The UN spoon installation on the eastern end of the Decumano explored the second element of the Zero Hunger Challenge - 100% access to adequate food all year round. This can only be achieved through nutritionsensitive agriculture, more inclusive food systems, marketing, decent and productive employment, social protection floors, targeted safety nets, food assistance and by boosting food supply from local producers. It also depends on open, fair and well-functioning markets and trade policies at local, regional and international levels that prevent excessive food price volatility.


D E C U M A N O | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 37


B I O D I V E R S I T Y PA R K | U N S P O O N I N S TA L L AT I O N S

Bio-Mediterraneum

Islands, Sea and Food

Arid Zones Biodiversity Park

OMAN

ESTONIA

Visitors learned how every aspect of the food system affects the final availability of and accessibility to diverse and nutritious foods – and therefore on consumers’ ability to choose healthy diets. The installation introduced the steps necessary in achieving sustainable food systems including the establishment of global and national standards for sustainability and cross-sectoral policy coherence (energy, land use, water and climate), using sustainable Mediterranean and climate-resilient agriculture practices and Hill ensuring the responsible governance of land, fisheries and forests. A series of success stories demonstrated the work being done by the c UN um a n o and strengthen sustainability to promote Biodiversity initiatives worldwide.

INDONESIA

Square

RKMENISTAN

RUSSIA

SLOVAKIA

MONACO

JAPAN

QATAR

Cereals Tubers

The United Nations at Expo Milano 2015and

TURKEY

USA

KUWAIT

GERMANY IRAN

CHILE

Expo’s Biodiversity Park was composed of open spaces displaying a variety of plants, which together represented agricultural and natural biodiversity in Italy. It also included a theater and two pavilions, one dedicated to organic and natural products and the other housing the biodiversity exhibition. Visitors were able to look at, smell, touch and sometimes taste the plants through a range of interactive activities that explored the importance of both food and non-food plants. They were also able to find out about different agricultural techniques and methods, including organic practices. The UN spoon installation in the Biodiversity de Park represented the third element of the Zero Hunger Challenge and addressed how all food systems need to be sustainable in order to eradicate hunger.

MOROCCO

38

AUSTRIA

ECUADOR

BIODIVERSITY PARK


B I O D I V E R S I T Y PA R K | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 39


decumano

FUTURE FOOD DISTRICT

ITALY

cardo

ITALY

Future Food District

The Future Food District (#FFD) introduced visitors to innovative ways of applying new technologies at every step of the food chain. It also encouraged them to reflect on how food is produced, distributed, prepared and consumed and how this may evolve in the future. In a futuristic supermarket, visitors were producers and consumers at the same time. In the kitchen, with the help of professional chefs, visitors were able to cook using smart technologies. The area emphasised how only through a solid information network is it possible to interact more with products and producers and develop a greater awareness of what we consume.

The United Nations at Expo Milano 2015

MEXICO

ROMANIA

SPAIN

HUNGARY

Auditorium

UNITED KINGDOM

KAZAKHSTAN

UNITED ARAB EMIRATES

AZERBAIJAN

Piazza Italia

Conference Centre

40

ITALY

ITALY

ISRAE

F U T U R E F O O D D I S T R I C T | U N S P O O N I N S TA L L AT I O N S

FRAN

HOLY SEE

NETH

POLA

ARGE

COLO

Spices

Fruits and Legumes

The UN installation in the Future Food District stressed a fundamental step in ensuring food security for all, by introducing the fourth element of the Zero Hunger Challenge: 100% increase in smallholder productivity and income. Multimedia materials talked about the billions of people involved in smallholder agriculture worldwide that provide most of the food consumed in some developing countries. It examined how the support of smallholder production through decent working conditions, responsible and accountable investments and improved access to land and natural resources was a crucial component in the fight against poverty and hunger.

O T


F U T U R E F O O D D I S T R I C T | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 41


L A K E A R E N A | U N S P O O N I N S TA L L AT I O N S

Bio-Mediterraneum

Tree of Life

Islan Sea Foo

GERMANY IRAN

STRIA

Y

Y

EXICO

ANIA

IN

GARY

Piazza Italia DOM

STAN

The United Nations at Expo Milano 2015

ATES

AIJAN

42

ECUADOR

mano

ITALY

cardo

ITALY

ISRAEL

FRANCE

HOLY SEE

NETHERLANDS

POLAND

Spices

Fruits d Legumes

The UN spoon installation based at the Lake Arena was dedicated to the fifth element of the Zero Hunger Challenge: Zero loss or waste of food. A series of videos, infographics, maps and posters explored how one third of all food produced every year is lost or wasted, and provided information on the UN’s efforts to reduce and eradicate loss or waste of food. This includes projects for greater pest control, improved storage facilities and more efficient supply chains. The UN also strove to raise awareness about the huge amount of food thrown away by households, the retail and catering industries.

CHILE

Palazzo The largest outdoor space open to visitors Italia at Expo was the Lake Arena, where the “Tree of Life”, inspired by Michelangelo’s Piazza del Campidoglio in Rome, stood at the centre of an artificial lake. Surrounded by an area that could seat up to 3 000 people, and an open space that could accommodate 20 000 more, the area hosted water and firework shows, artistic performances on floating platforms and other events.

LAKE ARENA

KUWAIT

Lake Arena


L A K E A R E N A | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 43


C A S C I N A T R I U L Z A | U N S P O O N I N S TA L L AT I O N S

Ch

media centre

URUGUAY

THAILAND

MALAYSIA

BELARUS

LITHUANIA

MOLDOVA

BRAZIL

ANGOLA

BAHRAIN

CZECH REPUBLIC

Cascina Triulza

Pavilion Zero

vest ulza

vest enza 44

The United Nations at Expo Milano 2015

VIETNAM

BELGIUM

Expo Centre

A typical historical farm house from the Lombardy region, known as the “Cascina Triulza” and already located on the Expo Rice Milano 2015 site, was completely renovated to accommodate the Civil Society Pavilion. The area was jointly managed by a group of national and international organisations, the Triulza Foundation, and Expo organisers.

SUDAN

UN Garden

IRLEAND

CASCINA TRIULZA

NEPAL

decumano

In addition to the non-profit sector, it hosted international organisations, public institutions and companies, who showcased and promoted best practices and successful initiatives developed in partnership with civil society organisations. Several different spaces were available for exhibitions, events, markets, and networking for professionals.

The UN spoon installation in the “Cascina Triulza” was dedicated to the UN’s focus area on women’s empowerment and gender Coffee Cocoa and Chocolate equality, an integral part of each of the five elements of the Zero Hunger Challenge. Various materials showed how, despite the fact that women produce much of the world’s food, they are often denied access to productive resources and opportunities and how, with greater access, women farmers could produce more food. This would result in lifting millions out of hunger.


C A S C I N A T R I U L Z A | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 45


C H I L D R E N ' S PA R K | U N S P O O N I N S TA L L AT I O N S

Children’s Park

Ingresso Ovest Fiorenza

The United Nations at Expo Milano 2015

Conference Centre

In addition, a special edition of educational cartoons on Young Leonardo da Vinci, developed by UNESCO in partnership with the Alcuni Group and Rai, were shown in the Children’s Park and at the UN installation.

FRANCE ROMANIA

HOLY SEE SPAIN

POLAND

NETHERLANDS HUNGARY

UNITED KINGDOM

KAZAKHSTAN

UNITED ARAB EMIRATES

Based at the entrance to the Children’s Park, the d e c u m a n o displayed a series of fun UN spoon installation and interesting multimedia material for children. The UN-Expo team worked with UNICEF and children’s illustrator, Lorenzo Terranera, on an exercise that involved the interpretation of the Zero Hunger Challenge for children and the development of the UN installation at the Children’s Park.

Auditorium

ARGENTINA

COLOMBIA

THAILAND

URUGUAY

BELARUS

MALAYSIA

Spices

Fruits and Legumes

AZERBAIJAN

BELGIUM

LITHUANIA

MOLDOVA

ANGOLA SUDAN

Ingresso Ovest Triulza

VIETNAM

BAHRAIN NEPAL

Pavilion Zero

46

BRAZIL

CZECH REPUBLIC IRLEAND

Expo Centre

decumano

UN Garden

media centre

The Children’s Park was a space where children could explore Expo’s theme, particularly the topic of sustainability, in a fun and educational way. Children felt immersed in a world that was both natural and fantastical while they explored the complex topic of life on Planet Earth. The area was created Coffee Cocoa and Chocolate Rice by the Reggio Children team, an international centre for the protection and promotion of children’s rights and their potential.

CHINA

Cascina Triulza

CHILDREN’S PARK

Futur Dis


C H I L D R E N ' S PA R K | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 47


R I C E C L U S T E R | U N S P O O N I N S TA L L AT I O N S

MOLDOVA

ANGOLA SUDAN

BRAZIL

BAHRAIN

centre

NEPAL

• Bangladesh

CZECH REPUBLIC media Countries in the Cluster:

IRLEAND

Cascina Triulza

decumano

• Basmati pavilion (Amity University)

RICE CLUSTER

Ingresso Ovest Triulza Ingresso Ovest Fiorenza

48

The United Nations at Expo Milano 2015

Pavilion By entering into what appeared to be a Zero were able to take large rice paddy, visitors a journey through history and explore the evolution of rice cultivation in different countries, its different varieties and diverse cultivation techniques. Rice represents a primary source of nourishment in a world that is rapidly growing and is the primary staple for much of the world’s population.

VIETNAM

Expo Centre • the Lao People’s Democratic Republic • Sierra Leone

BELGIUM

• Myanmar

UN Garden

• Cambodia

Rice

The UN spoon installation in this area allowed visitors to explore the importance of rice as a source of food and income. In fact, in 2015 more than 3.5 billion people depended on rice for at least 20 % of their daily calories and more than one billion people relied on rice production for their livelihoods. Throughout the developing world, the UN system supports smallholder rice producers, men and women alike.

Cocoa an


R I C E C L U S T E R | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 49


ARGENTINA

COLOMBIA

CHINA

URUGUAY

THAILAND

MALAYSIA

BELARUS

LITHUANIA

MOLDOVA

BRAZIL

ANGOLA

BAHRAIN

Cascina Triulza

• Gabon • Ghana

VIETNAM

SUDAN

• Cuba

BELGIUM

• Cameroon • Cote D’Ivoire

Rice

Cocoa and Chocolate

Coffee

• Sao Tome e Principe

COCOA CLUSTER

Visitors to Expo’s Cocoa Cluster felt like they were taking a walk through a jungle of cacao trees as they learned about the history of cocoa, its many uses, the important role it plays for the countries that produce it and how it has come to symbolise energy, fertility and life. The cluster explored how cocoa is more than just the main ingredient of one of the world’s most loved foods, chocolate. Cocoa trade generates billions annually and many developing countries from around the world rely on it to sustain their economies. Visitors could also find out about different cultivation techniques and how the cocoa fruit is transformed into chocolate.

50

and

decum

Countries in the Cluster:

NEPAL

REPUBLIC

IRLEAND

on o

C O C O A C L U S T E R | U N S P O O N I N S TA L L AT I O N S

The United Nations at Expo Milano 2015

The UN spoon installation in the Cocoa Cluster showcased UN initiatives that aimed to develop the cocoa sector, including efforts to increase smallholder access to land, technology, markets, education and credit. It also touched on areas such as the importance of ensuring sustainable production practices and how by empowering women and granting them equal access to resources and opportunities, productivity and income can be significantly increased.


C O C O A C L U S T E R | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 51


Countries in the Cluster:

ARGENTINA

COLOMBIA

CHINA

URUGUAY

THAILAND

MALAYSIA

BELARUS

LITHUANIA

MOLDOVA

Cascina Triulza

BRAZIL

Fruits and Legumes

decumano

• Burundi

• Ethiopia • Guatemala • Kenya

Rice

Cocoa and Chocolate

Coffee

• Rwanda • Timor-Leste • Uganda • Yemen

COFFEE CLUSTER

Expo’s visitors were transported to the tropical forests that overlook Africa and Central America’s coffee plantations and from amidst the branches observed the journey of the coffee bean, “from the land to the coffee cup”. The Coffee Cluster explored how coffee is one of the primary agricultural products in the world economy, generating a huge source of revenue and stimulating development in the numerous countries that produce it.

52

The United Nations at Expo Milano 2015

The UN spoon installation in this area explored aspects of the coffee supply chain, “from the crop to the cup”, including organic production, the contribution coffee makes to the export earnings of producing developing countries, consumption patterns, and processing practices for the enhancement of coffee quality.

AZERBAIJAN

• El Salvador

VIETNAM

• Dominican Republic

BELGIUM

ANGOLA

SUDAN

C O F F E E C L U S T E R | U N S P O O N I N S TA L L AT I O N S


C O F F E E C L U S T E R | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 53


Park F R U I T A N D L E G U M E S C L U S T E R | U N S P O O N I N S TA L L AT I O N S

Pala Ita

Countries in the Cluster:

The United Nations at Expo Milano 2015

ISRAEL

HOLY SEE SPAIN

FRANCE

NETHERLANDS

POLAND

MEXICO

ROMANIA

The UN spoon installation in the Fruits and Legumes Cluster illustrated the role of fruits and vegetables in food and nutrition security. It also explored traditional farming methods based on inherited local knowledge and practices that help to ensure food and agricultural diversity, resilience, livelihoods and food security.

This cluster demonstrated how legumes are an extremely significant part of the food chain and how they represent an important food source Conference Centre in many emerging countries.

54

UNITED KINGDOM

Surrounded by a variety of fruit plants from around the world, visitors to the Fruit and Legumes Cluster explored some of the many different fruit and legumes produced by the participating countries along with the traditions surrounding them, their uses and symbolism in different cultures.

Auditorium

Coffee nd Chocolate FRUIT AND LEGUMES CLUSTER

decumano KAZAKHSTAN

• Zambia

UNITED ARAB EMIRATES

• Uzbekistan

Spices

Fruits and Legumes

AZERBAIJAN

• the Gambia

COLOMBIA

• the Democratic Republic of the Congo

CHINA

URUGUAY

• Sri Lanka

THAILAND

• Kyrgyzstan

MALAYSIA

BELARUS

• Guinea

ARGENTINA

• Equatorial Guinea

HUNGARY

• Benin

Future Food District


F R U I T A N D L E G U M E S C L U S T E R | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 55


S P I C E S C L U S T E R | U N S P O O N I N S TA L L AT I O N S

Palazzo Italia

Countries in the Cluster:

ISRAEL

HOLY SEE SPAIN

FRANCE

NETHERLANDS

Spices

Fruits and Legumes

POLAND

COLOMBIA

CHINA

• Vanuatu

URUGUAY

• the United Republic of Tanzania

Conference Centre

56

The United Nations at Expo Milano 2015

MEXICO

ROMANIA

UNITED KINGDOM

Visitors to the Spices Cluster followed the famous Spice Routes and learned about the varied uses of spices across continents from medicinal remedies to culinary ingredients and cosmetics, as well as the important role that the spice trade has played in navigating the world.

The UN spoon installation in the Spices Cluster showcased the UN's work in spice production and trade including initiatives aimed at increasing smallholder productivity and income, reducing post-harvest losses and developing international standards to ensure fair practices in the spice trade.

Auditorium

KAZAKHSTAN

Coffee SPICES CLUSTER

UNITED ARAB EMIRATES

decumano AZERBAIJAN

ocolate

THAILAND

• Pacific Islands Forum

ARGENTINA

• Brunei Darussalam

HUNGARY

• Afghanistan

MALAYSIA

BELARUS

Park

Future Food District


S P I C E S C L U S T E R | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 57


CEREALS AND TUBERS CLUSTER

Future Food District

Open Airto the Cereals and Tubers Cluster Visitors Theatre learned about the long production process of the world’s most popular crops that have played an important part in feeding the world for centuries. The cluster also looked into aspects of biodiversity. For example, in 2015, only four of the 30 000 terrestrial plants known to be edible – wheat, rice, maize, and potatoes – provided 60% of the world population’s energy intake.

58

The United Nations at Expo Milano 2015

OMAN

ESTONIA

The UN spoon installation in the Cereals and Tubers Cluster showed visitors how the UN works to improve knowledge and understanding of plant genetic resources, and their conservation so as to ensure longterm sustainable food production. The UN also highlighted the importance of preserving biodiversity and increasing the consumption of less common crops as by relying on so few species, often with a narrow genetic base, agriculture systems are more vulnerable.

INDONESIA

TURKMENISTAN

QATAR

Cereals and Tubers

MOROCCO

• Zimbabwe

cardo

• Venezuela (Bolivarian Republic of)

IRAN

ITALY

ITALY

• Togo

CHILE

MEXICO

• the Congo

AUSTRIA

Piazza Italia

• Mozambique

RUSSIA

decumano

• Bolivia (Plurinational state of) • Haiti

SLOVAKIA

JAPAN

MONACO

TURKEY

USA

KUWAIT

GERMANY

ECUADOR

ITALY

ITALY

ISRAEL

FRANCE

Countries in the Cluster:

ROMANIA

SPAIN

HOLY SEE

cardo

C E RPalazzo E A L S A N D T U B E R S C L U S T E R | U N S P O O N I N S TA L L AT I O N S Italia


C E R E A L S A N D T U B E R S C L U S T E R | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 59


Countries in the Cluster: • Albania • Algeria • Egypt • Greece • Lebanon

Bio-Mediterraneum

Tree of Life

• Malta • Montenegro

Islands, Sea and Food

• San Marino • Serbia • Tunisia

Lake Arena BIO-MEDITERRANEUM CLUSTER

The Bio-Mediterraneum Cluster recreated the colors, tastes and aromas of Mediterranean countries and focused on an essential aspect of the region’s culture Palazzo Mediterranean cuisine.

Italia

The UN spoon installation in the Bio‑Mediterraneum Cluster showcased multimedia content on this region’s food and agriculture sector, including information on its rich agricultural biodiversity. It illustrated why the latter is important for a healthy and nutritious diet, for sustaining rural peoples’ livelihoods and responding to future challenges - including climate change.

USA

KUWAIT

GERMANY

ECUADOR

ITALY

ITALY

ISRAEL

The United Nations at Expo Milano 2015

FRANCE

HOLY SEE

60

NETHERLANDS

cardo

Visitors learned how cooking and sitting around the table with family and friends is central to Mediterranean society. This cluster also explored the benefits of the Mediterranean diet from nutritious and healthy eating to the preservation of agricultural biodiversity and sustainable cultivation.

POLAND

s

B I O - M E D I T E R R A N E U M C L U S T E R | U N S P O O N I N S TA L L AT I O N S

A


B I O - M E D I T E R R A N E U M C L U S T E R | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 61


I S L A N D S , S E A A N D F O O D C L U S T E R | U N S P O O N I N S TA L L AT I O N S

Countries in the Cluster: • CARICOM (Caribbean Community) • Comoros • Democratic People’s Republic of Korea • Guinea-Bissau • Madagascar

Bio-Mediterraneum

Tree of Life

• Maldives

Islands, Sea and Food

Arid Zones

Biodiv Lake Arena

JAPAN

MONACO

GERMANY

ECUADOR

The United Nations at Expo Milano 2015

ITALY

ITALY

62

ISRAEL

FRANCE

HOLY SEE

cardo

The cluster explored many of the challenges faced by the Pacific, Western Indian and Caribbean Islands and how a rise in coastal flooding, the salt levels within the soil and changing levels of rainfall can have a profound effect on land cultivation, island crafts, fishing activities and overall food security.

TURKEY

Palazzo Italia

The UN spoon installation in the Islands, Sea and Food Cluster looked into the interesting livelihoods of island inhabitants. It explored the crucial role of fisheries and fish farming in eliminating hunger, promoting health and reducing poverty. In 2015, fish made up 17% of the global intake of animal protein and provided around 3 million people with almost 20 % of their individual intake, making it a significant source of nourishment.

USA

Beneath a large bamboo canopy and surrounded by verses of Homer, Darwin and other famous quotes about epic journeys at sea, visitors to the Islands, Sea and Food Cluster learned about the different cultures, economies, and levels of development of different islands throughout the world and the important role of fish and fishing.

KUWAIT

ISLANDS, SEA AND FOOD CLUSTER


I S L A N D S , S E A A N D F O O D C L U S T E R | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 63


A R I D Z O N E S C L U S T E R | U N S P O O N I N S TA L L AT I O N S

Countries in the Cluster: • Djibouti • Eritrea

ree Life

• Jordan

Bio-Mediterraneum

• Liberia • Mali

Arid Zones

• Mauritania

Biodiversity Park

• Palestine • Senegal • Somalia

64

The area highlighted how, despite recent advances in responding to difficulties faced by farmers in arid parts of the world, there is still an urgent need to tackle the effects of climate change and water shortage.

The United Nations at Expo Milano 2015

decumano

OMAN

ESTONIA

RUSSIA

The UN spoon installation in the Arid Zones Cluster focused on the livelihoods of people in arid and semi-arid areas of the globe. It illustrated how despite social, political, economic and resource-based constraints, almost 200 million pastoralists in the world were able to generate income where conventional farming is limited or not possible. The installation also showcased UN projects from the field that ensure rural people’s access to land and water and promote improved governance of natural resources.

SLOVAKIA

MONACO

TURKEY

The cluster also took a look at the different water resource management practices and at traditional methods developed by local farmers to suit local conditions. Managing and addressing the difficulties involved in growing crops in arid areas is vital to ensuring that people can enjoy a better quality of life and overcome poverty.

USA

GERMANY

ITALY

ECUADOR

cardo

The design of the Arid Zones Cluster recalled a desert sandstorm, representing the harsh arid conditions in which over 20 % of the world population lives. Visitors were made aware of the variety of arid areas around the world - the various soil types, flora and fauna, water balance and levels of human activity.

JAPAN

ARID ZONES CLUSTER

KUWAIT

ake rena

azza

Islands, Sea and Food


A R I D Z O N E S C L U S T E R | U N S P O O N I N S TA L L AT I O N S

Exhibit - Horizontal presence 65



Communications


C O M M U N I C AT I O N S M AT E R I A L S

FAO Director-General, José Graziano da Silva, with Slow Food President, Carlo Petrini, during the Expo’s Ideas conference, Towards the Milan Charter. Hangar Bicocca, Milan, 7 February 2015.

Communications materials showing how the UN exhibits were being realized across multiple areas of the exposition site were fundamental in illustrating the concept of the horizontal participation model to UN agencies, partners and the public in a visual and coherent manner. Such materials included the video, the first edition of the “United Nations at Expo Milano 2015” book, the website, flyer, posters and USB drives in the shape of a blue spoon. While in the planning phase, these promotional tools were important for encouraging UN agency participation and essential for securing partnerships and sponsors for the exposition. In the lead up to Expo Milano 2015, they enabled UN agencies to maximise public outreach by sharing them on their websites and social media channels.

68

The United Nations at Expo Milano 2015

During the six months of Expo Milano 2015, UN communication materials, such as the website, social media and map of the UN-Expo Itinerary, as well as media activities, focused more on engaging the public. The UN App “Get to Zero” was successful in encouraging people to follow the UN Zero Hunger Itinerary and considerably improving the visitor experience as an interactive way for people to learn about and join in the Zero Hunger Challenge. In fact, the App was selected for the XX Mediastars Award in February 2016, an Italian award that recognises state-of-the-art advocacy campaigns, corporate design and multimedia materials.

BOOK The first edition of the “United Nations at Expo Milano 2015” concept book produced by the UN-Expo team in March 2014 was instrumental in communicating the complicated concept of the new UN participation model through a series of illustrations, attracting partners, and generating political engagement (see Annex 3). The book was distributed to the participating UN agencies in February 2015. It was regularly updated during the six months of Expo to better reflect the UN’s evolving presence at Expo Milano 2015. A digital version of the book was circulated via USB drives in the shape of the blue spoon (see page 70) and made available for download on the UN-Expo website.


C O M M U N I C AT I O N S M AT E R I A L S

FLYER AND DVD

VIDEO

POSTERS AND WEB BANNERS

A flyer and DVD of the UN-Expo promotional video were developed for Italy’s official presentation of the UN's participation in Expo Milano 2015, held on 7 February 2014 in Rome, with the presence of UN Secretary-General Ban Ki-moon. This material was also widely distributed in the lead up to the opening of the Universal Exposition.

A video illustrating the UN’s presence at Expo Milano 2015 was produced for a presentation of the UN-Expo participation model to the UN Secretary-General on 7 May 2014, during an event hosted by the Italian Government on the occasion of the UN Chief Executives Board. The video (available in all the official UN languages and Italian) was well received by the SecretaryGeneral, members of the CEB and the Italian Government and proved to be a successful promotional tool at numerous events.

The UN-Expo team developed a series of informative and engaging posters, infographics and web banners to raise awareness of the UN's theme for Expo Milano 2015, encourage people to visit the UN Itinerary and strengthen the UN's visual identity at the World Exposition.

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Photo: WFP/S.Recker

C O M M U N I C AT I O N S M AT E R I A L S

BIO-MEDITERRANEUM

ISLANDS, SEA AND FOOD CHILDREN’S PARK CIVIL SOCIETY

ARID ZONES FRUIT & LEGUMES LAKE ARENA

UN GARDEN

BIODIVERSITY PARK SPICES

RICE COCOA ENTRANCE

COFFEE

FUTURE FOOD DISTRICT

PAVILION ZERO

USB DRIVE AND BAG As a result of the partnership with Eccellenze Italiane (see page 113), the UN-Expo Creative Director designed a USB drive in the shape of a blue spoon, the symbol of the UN’s presence at Expo Milano 2015. Ten thousand USB drives were produced and used to distribute UN-Expo promotional material. An equal quantity of tote bags branded with the UN-Expo logo were designed by the UN-Expo Creative Director to strengthen the UN visual identity at Expo. The bags were sponsored by Centergross, a wholesale district located in Bologna (see page 116), The USB drives and bags were part of a kit that was distributed at important events, as a

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CEREALS & TUBERS

ENTRANCE

DECUMANO

prize for completing the UN App “get to Zero” at Expo Milano 2015 and during the three UN Days celebrated on site. The blue spoon USB drive proved to be an important UNExpo gadget as it was used in photographs of important personalities, including the Italian Prime Minister.

Maps were distributed daily to Expo visitors at the UN Garden, at the UN spoon installations located by the entrances and were included in the UN-Expo kit with the USB drive and bag. A digital version of the map was distributed to the agencies, made available on the UN-Expo website and shared on social media channels.

ITINERARY MAP

A major achievement of the UN-Expo team was to feature the UN Itinerary in the official Expo maps that were distributed to over 20 million visitors (see Annex 5). Furthermore, the team collaborated with Expo’s Progetto Scuola (School Project) to ensure that the UN Itinerary and game featured in the two million maps produced and distributed to schools visiting the Expo site (see Annex 6).

The UN-Expo team designed and produced a total of 20 000 maps of the UN Itinerary, which pinpointed the locations of the 18 UN installations, the UN Garden and Pavilion Zero, and provided a brief description of the topic covered in each space (see Annex 4). The map also introduced the UN's theme, the horizontal presence and the App “get to Zero”.


WEBSITE

The UN-Expo website was conceived as a platform through which to provide important updates on the UN's participation in Expo Milano 2015. In the months before Expo’s opening, the website introduced the UN's theme for Expo Milano 2015, the participation model, participating agencies, partners, the UN Days officially celebrated on site, and updates. It also provided guidelines and information for the participating UN agencies.

During the six months of Expo Milano 2015, the website continued to supply updated information about the UN's participation, along with weekly news articles on events with UN involvement at the Expo, information on the UN Itinerary, the UN's game “get to Zero” and other important UN events. From the time of its launch in November 2014 to the end of the Expo, the UN-Expo website received over 203 000 views, with spikes in activity during the six months of Expo Milano 2015, and significantly increased activity during the periods around World Environment Day ( June 5) and World Food Day (October 16) celebrations.

The UN-Expo web domain was created specifically to showcase the United Nations’ participation in this and in future World Expositions. This domain is part of the legacy of this novel participation model. In order to gain administrative access to the www.un-expo.org domain please contact FAO, where it is currently hosted. As the new domain is used for UN's participation in future World Expositions, it is recommended that the previous website is archived according to the year of the World Exposition, i.e. the current website should be archived as www.un-expo.org/2015 as soon as the next website goes live.

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SOCIAL MEDIA

In November 2014, the UN-Expo team created social media accounts with Facebook, Twitter, YouTube and Pinterest to act as a source of information that could be easily shared by more popular UN agency channels, with established fan bases. This decision was based on the fact that generating a strong UN-Expo following was not possible due to time constraints, funding, and human resources. Social media plans, cheat sheets and graphic packages were shared regularly with the network of social media contacts from the participating UN agencies and their help was requested in promoting this information among their own followers.

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On the occasion of the UN Days and other UN activities, the UN-Expo team used their social media channels to support the strategy of the lead agencies, re-tweeting and sharing relevant information. The UN-Expo social media plan before and during Expo Milano 2015 envisaged the need to interact with other social media accounts in order to intensify dialogue and engagement with the UN's theme for Expo Milano 2015 (see Annex 7). One of the activities devised to foster dialogue and spread awareness about the UN's theme for Expo prior to its inauguration involved the publication of captivating graphics, presenting facts connected to the elements of the Zero Hunger Challenge and the UN's focus area at Expo, women’s empowerment and gender equality.

In addition, two participating agencies were highlighted each week until the opening of the Universal Exposition, in order to encourage their interaction with the UN-Expo accounts. An activity developed during the exposition to encourage these interactions with other Expo Milano 2015 participants, namely countries, was the “National Day Family Photo Moments”. This was an opportunity to share photos of official delegations on their national day at Expo in front of one of the UN installations, in a show of support for the Zero Hunger Challenge, and interact with the countries’ social media accounts.


SOCIAL MEDIA

twitter.com/UN_Expo2015

TWITTER The UN-Expo Twitter account @UN_Expo2015 was used to establish a dialogue with the UN and its agencies and other important partners, to act as a source of information for UN participants, garner interest in the UN's theme and itinerary at Expo Milano 2015, and to promote the App “get to Zero”, events with the UN's participation and the three UN Days celebrated on site. The UN-Expo Twitter outreach activities relied on re-tweets by UN participants, both in the lead up to Expo Milano 2015 and throughout the Universal Exposition semester. As a result of re-tweets and mentions, from November 2014 to October 2015, the UN-Expo tweets reached a potential audience of more than 2 million people.

During the Expo Milano 2015 semester the UNExpo account had a potential audience size of almost 1.5 million. The UN-Expo Twitter account was successful in diffusing information to UN agencies, as reflected by over 60 UN accounts that followed UN-Expo. This success was supported by the numerous re-tweets and mentions made by up to 30 different UN agencies and those who used the hashtag #UNatExpo2015 from November 2014 through October 2015. Among those were: the official UN account with 5.67 million followers, UNICEF with 4.94 million followers and WFP with 1.08 million followers. Other noteworthy accounts that re-tweeted or tagged UN-Expo on a monthly basis included FAO, IFAD, UNIC, and the Zero Hunger Challenge.

In addition, Global Goals, UN Women, UNEP, Christina Gallach (UN Under-Secretary-General for Communications and Public Information) and José Graziano da Silva (FAO Director-General) re-tweeted UN-Expo content on at least one occasion, in connection to events or activities that took place at the Universal Exposition. The lead agencies for each UN Day frequently included #UNatExpo2015 or mentioned the account in their messages. This was particularly true during World Food Day 2015, where over 25 100 tweets were sent during the opening ceremony on 16 October.

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SOCIAL MEDIA

FACEBOOK The UN-Expo Facebook page, United Nations at Expo Milano 2015, was used largely to promote the UN's theme, itinerary, the App “get to Zero”, UN Days and key events at Expo Milano 2015. It was also used to direct traffic to the UN-Expo website, through the inclusion of links to pages that offered further reading opportunities or more information. From the page’s launch in November 2014 it received over 3 000 likes, and the UN-Expo Facebook posts reached a potential audience of 453 000 people.

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Among the agencies with the largest following that shared UN-Expo content on their Facebook pages were: the UN with 1 900 526 page likes, FAO with 756 308 page likes, IFAD with 178 186 page likes, WFP with 698 063 page likes, UNEP with 203 062 page likes, and OCHA with 297 330 page likes. These agencies supported the UN-Expo team in diffusing information about the UN Itinerary, theme, and App for Expo Milano 2015.

UN accounts dedicated to specific regions or initiatives also shared UN-Expo material through their pages, including: Global Goals for Sustainable Development (102 960 page likes), the Zero Hunger Challenge (6 563 page likes), UNRIC Italia (3 617 page likes), UN OHRLLS (2 517 page likes), and UNIC/Warsaw (1 907 page likes). Partners that shared UN-Expo content include Expo Milano 2015 official page (1 805 071 page likes), Sabbiarelli (143 282 page likes), JCI (106 040 page likes) and Short Food Movie (2 698 page likes).


SOCIAL MEDIA

YOUTUBE

PINTEREST

The UN-Expo YouTube channel was created to share promotional videos as well as to showcase content provided by the participating agencies that was included in the UN Itinerary at Expo Milano 2015. Over 400 multimedia materials were made available to the public for viewing through 18 playlists, corresponding to the topics of the UN installations that made up the UN Itinerary. As of December 2015, the content made available on the UN-Expo YouTube page received almost 40 000 views and different videos were featured more than 1 700 times in other users’ playlists.

The UN-Expo team collaborated with the organisers of the official Zero Hunger Challenge Pinterest page to share graphic materials, posters of the elements of the challenge, videos and news on the UN's participation in Expo Milano 2015 with the public.

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GAME: “GET TO ZERO”

“After all, we can only end hunger by working together.”

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The UN-Expo Zero Hunger Challenge Game - a free smartphone App and web game - was developed to explain, educate and engage, as well as to invite users to explore the UN Itinerary at Expo Milano 2015. The aim of the game was to reduce the number of hungry people in the world to Zero by getting as many people to play as possible. After all, we can only end hunger by working together. The game, which could be played online or during a visit to the UN Itinerary at Expo Milano 2015, was developed by the UN-Expo team to make the visitor experience more interactive. Many of the most popular pavilions had the idea to engage visitors in the same way.

Each level of the game consisted of a sliding square puzzle and a multiple choice quiz, where with each correct answer players automatically qualified for the next level. Before starting the game, the player had to choose either to play the game from a remote location or at the Expo site where answers to the questions could be discovered by visiting the UN spoon installations. A new topic was presented at the beginning of each level with text and animation. Players were asked a question each time they completed the puzzle. There were a total of seven levels, one for each of the five elements of the Zero Hunger Challenge plus the UN focus area on women’s empowerment and gender equality (six in total) and a final level addressing the UN’s work and participation in Expo Milano 2015.


GAME: “GET TO ZERO”

Each quiz question online was linked with a page containing further information on the topic, that helped the player to find the right answer, if necessary. A wrong answer meant that the player had to start the puzzle once again and answer a new question. After completing all seven levels and signing the Zero Hunger Challenge Declaration, a virtual passport for the United Nations was issued as a prize. The user uploaded a photo and inserted his/her name and could then print, save and share the passport online, along with their personal score (i.e. the reduction of the number of people suffering from hunger). Each step of the game (levels, prizes etc.) was shareable on social media.

The concept and visual design for the game was developed jointly by the UN-Expo team and videogame company Melazeta. Questions and answers for the five elements of the Zero Hunger Challenge and other topics in the game were developed by the UN-Expo team in collaboration with the UN Secretary-General’s High Level Task force on Global Food and Nutrition Security. A video teaser was developed by Melazeta to promote the UN App on social media platforms, particularly through Facebook and Twitter.

The game was downloaded around 5 000 times over the six months of Expo Milano 2015, including over 700 downloads by Expo visitors who used the App during their visit to enrich their experience of the UN Itinerary. On 9 October 2015, "get to Zero" reached its grand milestone and succeeded in attracting enough players to push the total score (representing the numer of hungry people in the world) down to Zero. The photos of over 700 players, who presented themselves at the UN Garden at Expo after completing the game, were published on the UN-Expo Facebook page in a dedicated album.

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MEDIA ACTIVITIES

MEDIA COVERAGE Both the preparation phase and the Expo Milano 2015 semester were marked by major events which captured the attention of the media. Highlights included the inauguration of the UN spoon installation on 20 November 2014 broadcast live by RaiNews24, one of the channels of Italy’s national broadcasting company, Radiotelevisione italiana S.p.A (Rai). The event “It Begins with Me” on 6 September 2015 starring U2’s Bono, the Italian Prime Minister and WFP Executive Director was covered by major Italian and international media outlets. On World Food Day, the official ceremony was broadcast live by Rai as was a live TV show, “La vita in diretta”, where the UN Secretary-General and FAO Director-General participated in a question and answer session with students. The media strategy for the preparatory phase focused on the main features of the UN's participation in Expo Milano 2015, from the strong synergies between the Expo Milano 2015 theme and the mission of the United Nations, to the importance of 2015 for the UN and the global community and the innovative UN participation model. Once the UN's theme for Expo Milano 2015 was approved, the communication and media strategy promoted the five elements of the Zero Hunger Challenge and the UN's focus area at Expo Milano 2015, women’s empowerment and gender equality.

Official ceremonies and major events preceding Expo Milano 2015 placed the UN's participation in the spotlight. Key events that were covered include: • 14 November 2013 – Signing ceremony for the UN participation contract in Expo Milano 2015. Among the news agencies reporting on the event were ANSA (Italy), AFP (France) and KUNA (Kuwait) • 7 May 2013 – Reception in honor of the UN Secretary-General Ban Ki-moon, hosted by the Italian Government and Expo Milano 2015 organisers. The UN-Expo logo and UN Itinerary were launched during this event. A press release was prepared by the UNExpo team under the supervision of the UN Department of Public Information (DPI). The main Italian media outlets covering the events included ANSA, RaiNews and l’Unità. The event was also covered in the photo section of UN Multimedia, on UNRIC’s website and on the official website of the Italian Ministry of Foreign Affairs • 20 November 2014 – Unveiling of the prototype UN spoon installation during the Second International Conference on Nutrition (ICN2) at FAO. A joint press release, prepared by Expo Milano 2015 and the UN-Expo team, was distributed to the attending journalists. The event was broadcasted live by RaiNews24 • 7 February 2015 – An event, “The Ideas of Expo Milano 2015, Towards the Milan Charter” gathering international leaders and

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some 500 experts in Milan to discuss and draft the Milan Charter. The Director-General of FAO, José Graziano da Silva, featured among numerous high-level personalities attending the event that was broadcast live by Rai Expo. The United Nations also participated in a number of events during the Expo Milano 2015 semester that were covered by national and international media (a non-exhaustive Press Review is available in Annex 8). Highlights include: • 1 May 2015 – Official inauguration of Expo Milano 2015. A press release was produced by the UN-Expo team and distributed by UN DPI and the Media Relations offices of the Romebased agencies • 27 May 2015 – Launch of the annual report on the State of Food Insecurity in the World (SOFI) at Expo Milano 2015. A simultaneous press conference, held at FAO headquarters and Expo Milano 2015 was connected via video • 4-5 June 2015 – International Agricultural Forum. Over 50 agriculture ministers, delegates from more than 100 countries and international organisations attended this event organised by the Italian Ministry of Agricultural, Food and Forestry Policies, in close collaboration with FAO. Keynote speeches were delivered by Heads of the Rome-based agencies and other high-level representatives


MEDIA ACTIVITIES

• 5 June 2015 – Official global celebrations of World Environment Day at Expo Milano 2015. The first of the three UN Days celebrated at the Milan Universal Exposition was covered by major Italian newspapers including Corriere della Sera, la Repubblica and La Stampa • 22 July 2015 – Visit of Queen Letizia of Spain to Expo Milano 2015. An important stop during the visit of Queen Letizia of Spain, FAO Special Ambassador for Nutrition to Expo, included the UN spoon installation hosted by the Spanish pavilion at Expo Milano 2015, in support of the Zero Hunger Challenge. The visit hit the news, in particular the Italian and Spanish press, e.g. la Repubblica, El Mundo, Fox News Latino, and ABC • 19 August 2015 – International celebration of World Humanitarian Day at Expo Milano 2015. Rai Expo covered the event with a video report on the celebrations and an interview with Ms Vichi de Marchi, WFP Spokesperson for Italy, also addressed the UN's participation in Expo Milano 2015 • 16 October 2015 – Official global celebrations of World Food Day at Expo Milano 2015. The presence of President Mattarella and UN Secretary-General Ban Ki-moon as well as the message from Pope Francis made the first page of all important Italian media outlets: Il Corriere della Sera (which also published an Op-Ed by the FAO Director-General), La Repubblica, La Stampa, Il Sole 24 Ore, Rai Radio 1, TG1, TG3, TGLa7, SkyTG24 etc. Rai broadcast the entire ceremony live on its Rai

Expo channel as well as on Rai1. Coverage at the international level was also successful, especially in the Spanish and English press. Some highlights include: the Mexican El Universal, the Bolivian Los Tiempos, Shanghai Daily, Bloomberg, the pan African portal All Africa, African Manager, the pan American wire Prensa Latina, the Chinese wire Xinhua​ • 24 October 2015 – Expo’s Tree of Life turned UN Blue. This iconic symbol of Expo Milano 2015, turned UN Blue as part of the global campaign to celebrate the 70th anniversary of the United Nations. A press release was produced by the UN-Expo team and disseminated through Expo Milano 2015’s press office.

INTERVIEWS In the lead up to Expo Milano 2015 and throughout the Expo semester, contacts with media outlets were cultivated by providing information and data and by facilitating and participating in interviews. For the latter, team members usually addressed the UN’s participation and theme for Expo Milano 2015, while UN officials and experts were interviewed about technical issues or during specific events.

Highlights include: • 5 February 2015 – On the eve of “The Ideas of Expo”, an interview with FAO DirectorGeneral José Graziano da Silva by the Italian leading newspaper, Corriere della Sera, addressed the UN's contribution to the Milan Charter, the UN's participation in Expo Milano 2015 and World Food Day celebrations • May 2015 – WFP Executive Director, Ertharin Cousin, addressed the UN's theme and participation in Expo Milano 2015 in an interview with the magazine “Specchio Economico” • 8-10 June 2015 – Gyan Chandra Acharya, UN Under Secretary-General and High Representative for the Least Developed Countries, Landlocked Developing Countries and Small Island Developing States, participated in an interview with Next New Media on the occasion of the Ministerial Meeting of African Least Developed Countries at Expo Milano 2015. The interview was published by a number of Italian local and national news websites, including the wireagency AGI, Panorama, Il Mattino di Padova, Il Tirreno, Il Centro, La Nuova Venezia, Corriere delle Alpi, Gazzetta di Mantova, and Rai San Marino • 17 June 2015– On the occasion of the World Day to Combat Desertification celebrations at Expo Milano 2015 UNCCD Executive Secretary Monique Barbut was interviewed by Expo’s official webmagazine

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MEDIA ACTIVITIES

• 19 June 2015 – UN Under Secretary-General for Communications and Public Information Cristina Gallach was interviewed by Expo’s official broadcasting service Rai and the official webmagazine during her official visit to Expo Milano 2015 • 29 June-10 July 2015 – UN officials participating in the Women’s Weeks of Women for Expo were interviewed by Rai on issues related to women’s empowerment and gender equality. Interviewees included WFP Executive Director, Ertharin Cousin; IFAD Associate Vice-President and UN Deputy Commissioner-General for Expo Milano 2015, Josefina Stubbs; and FAO’s Director of the Office for Partnerships, Advocacy and Capacity Development, Marcela Villarreal • 16 October 2015 – The UN Secretary-General Ban Ki-moon and the FAO Director-General José Graziano da Silva participated in the Rai TV Show “La vita in diretta” aired live from Rai studios in Expo Milano 2015

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On a number of occasions, UN-Expo team members were interviewed by the media. These included: an interview on 25 July 2015 featuring the team Coordinator, Clara Velez Fraga, for the German public-service broadcast television ZDF; on 10 October 2015 the Knowledge Management and Operations Consultant, Giacomo de’ Besi, participated in the Rai2 TV show “Sulla via di Damasco”; on 7 May the Creative Director, Antonella Porfido, was interviewed by Italian Repubblica TV on the creation of UN’s symbol for Expo Milano 2015, the blue spoon; and on the eve of World Food Day celebrations at Expo Milano 2015, the Media Relations and Communications Consultant, Andrea Tornese, was interviewed by Rai Expo for a 4-minute reportage on the UN Itinerary.

MEDIA PARTNERSHIPS Eccellenze Italiane: The Italian cultural association and magazine Eccellenze Italiane was chosen as one of the main UN-Expo media partners. As part of this partnership, the magazine published a special edition dedicated to the UN's participation in Expo Milano 2015. This edition included a message from the UN Secretary-General Ban Ki-moon, an interview with the first UN Commissioner-General for Expo Milano 2015, Eduardo Rojas-Briales, and feature articles on the elements of the Zero Hunger Challenge with UN experts. A special dossier was published on World Food Day with an editorial by the new UN CommissionerGeneral for Expo Milano 2015, Fernanda

Guerrieri, and brief notes on the World Food Day theme and the newly approved Sustainable Development Goals. The magazine was widely distributed through 10 000 USB drives in the shape of a blue spoon (see page 70). A thousand copies of the special edition were printed and distributed at Expo Milano 2015 during special events and the three UN Days. Expo Milano 2015 Official Website and Magazine: During the six months of Expo Milano 2015, a fruitful collaboration with Expo’s Media Division and Digital Media Centre was established. Through this cooperation, news on significant UN events and topics were published on the Expo Milano 2015 official website and online magazine. The Digital Media Centre was an important platform for the dissemination of press releases and UN features; it was also a source of information and communication materials for registered journalists. Rai: As part of the partnership with Italy’s national public broadcasting company Rai, FAO and the UN-Expo team contributed to the production of a 73-minute documentary, “Hungry and Foolish – The great adventure of food”. The documentary depicts a journey through nine countries and nine eras exploring the history of food and how food changed the evolution of humankind. The documentary was presented and screened on 27 October at Expo Milano 2015 with the participation of the Director Daniele Cini, and the UN-Expo team Coordinator Clara Velez Fraga.


Events and other activities


EVENTS HIGHLIGHTS

27 February 2013 Eduardo Rojas-Briales was nominated UN Commissioner-General for Expo Milano 2015 by UN Secretary-General Ban Ki-moon.

25 March 2014 The UN's participation in Expo Milano 2015 was presented during a hearing at the Committee on Agriculture of the Italian Chamber of Deputies.

7 May 2014 UN Secretary-General Ban Ki-moon spoke at the official presentation of the UN's participation in Expo Milan 2015, hosted in Rome by the Italian Foreign Minister, Federica Mogherini.

17 October 2014 Public launch of Short Food Movie, a global call for videos on food. The competition involved a UN Zero Hunger Challenge category.

20 November 2014 The prototype of the UN spoon installation was inaugurated at FAO headquarters by FAO Director-General, José Graziano da Silva, and the Italian Minister of Agricultural, Food and Forestry Policies, Maurizio Martina. The unveiling ceremony was attended by the UN Commissioner-General for Expo Milano 2015, Eduardo Rojas-Briales; the Director of Institutional Affairs for Expo Milano 2015 S.p.A, Roberto Arditti; and other distinguished guests.

7 February 2015 Senior representatives and specialists from the UN agencies involved in Expo Milano 2015 took part in the event “The Ideas of Expo”, a series of roundtables hosted by Italy’s Prime Minister, Matteo Renzi, and the Italian Minister of Agriculture, Maurizio Martina. The aim of the event was to discuss important issues to be included in the Milan Charter or “Carta di Milano”.

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EVENTS HIGHLIGHTS

1 May 2015 Expo Milano 2015 opened its doors with an official inauguration ceremony. The ceremony was attended by the UN Commissioner-General for Expo Milano 2015, Eduardo Rojas-Briales; the UN Deputy Commissioner-General for Expo Milano 2015, Josefina Stubbs; and the WFP Communications Director, Trish Ault.

27 May 2015 During a news conference at FAO headquarters, the three UN Rome-based agencies – FAO, IFAD and WFP – presented the 2015 edition of their annual report, the State of Food Insecurity in the World (SOFI). The news conference was screened live at Expo Milano 2015 and the Italian Minister of Agricultural, Food and Forestry Policies, Maurizio Martina, participated via video link from the World Exposition.

4 - 5 June 2015 The International Agricultural Forum was held at Expo Milano 2015 with the participation of more than 50 Ministers of Agriculture, highlevel representatives from the UN Rome-based agencies and delegates from over 100 countries and international organisations. The Forum was an occasion for global reflection and discussion on the role that agriculture and the rural world will play in the challenges of providing enough food to feed the projected 9.7 billion people in 2050.

5 June 2015 Official celebration of World Environment Day at Expo Milano 2015. For more information see page 91.

8 - 10 June 2015 The Ministerial Meeting of African Least Developed Countries (LDCs) with the title “Structural Transformation, Graduation and the Post-2015 Development Agenda” was jointly organised by the Government of Italy and the United Nations Office of the High Representative for the Least Developed Countries, Landlocked Developing Countries and the Small Island Developing States (UNOHRLLS) at Expo Milano 2015. The overall objective was that of supporting African LDCs to achieve internationally agreed development goals, and in particular to make progress in poverty eradication, peace and development in order to graduate from the LDC category.

17 June 2015 The UN-Expo team supported a global observance of the World Day to Combat Desertification, with the theme: “Attainment of Food Security for All Through Sustainable Food Systems”, at Expo Milano 2015, organised by the UN Convention to Combat Desertification (UNCCD).

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EVENTS HIGHLIGHTS

29 June - 10 July 2015 The Expo Women’s Weeks comprised a series of events that encouraged women and men to speak out and act jointly on food and sustainability. The Women’s Weeks were coordinated by “WE – Women for Expo”, the Expo Milano 2015 network of women from around the world, in collaboration with the UN-Expo team, FAO and WFP. UN participants included the WFP Executive Director, Ertharin Cousin; the IFAD Associate Vice-President, Strategy and Knowledge Department, and UN Deputy Commissioner-General for Expo Milano 2015, Josefina Stubbs; and the FAO Director of the Office for Partnerships, Advocacy and Capacity Development, Marcela Villarreal.

6 July 2015 The award ceremony for Expo’s international competition on Best Sustainable Development Practices in food security was held at Palazzo Italia in the presence of national and international authorities and representatives of the 18 winning projects. Among the awarded best practices were two FAO projects and one IFAD-funded project (see page 102).

31 July - 1 August 2015 With the title “Culture - Instrument of Dialogue among Peoples”, the International Conference of Ministers of Culture at Expo Milano 2015 allowed participants to share ideas and proposals on two major themes: the protection of cultural heritage in the areas at risk and its recovery from natural disasters. The ministers of culture of the countries participating in Expo were invited, as were representatives of UNESCO, UNWTO, the Council of Europe and ICCROM. The Director-General of UNESCO, Irina Bokova, attended the conference.

1 August 2015 Fernanda Guerrieri was appointed as the new UN Commissioner-General for Expo Milano 2015.

19 August 2015 World Humanitarian Day was celebrated at Expo Milano 2015. For more information see page 93.

14 - 18 September 2015 The VI World Agronomist Congress, organised by the World Association of Agronomists (WAA) focused on the theme “Food and Identity – The role of agronomists for social responsibility in sustainable development of the diversity of territories and local communities”. Several UN representatives participated and the event was held under the patronage of UN-Expo.

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EVENTS HIGHLIGHTS

10 October 2015 The roundtable event “Expo after Expo: The legacies of Milan 2015”, jointly organised by Expo Milano 2015 and the Italian Ministry of Agricultural, Food and Forestry Policies, in collaboration with FAO and the UN-Expo team, followed the successful initiative held on 7 February 2015. The event provided a final opportunity to review the knowledge developed over the six months of Expo. Two of the 26 thematic tables were coordinated by UN representatives: “Food Sovereignty” by the UN Commissioner-General for Expo Milano 2015, Fernanda Guerrieri, and “The Zero Hunger Challenge” by FAO Directeur de Cabinet a.i., Mario Lubetkin.

14 - 15 October 2015 The Ministerial Meeting on Food Security and Climate Adaptation in Small Islands Developing States (SIDS) was co-organised by the Government of Italy, the UN Department of Economic and Social Affairs (UNDESA) and FAO. The event had the ultimate objective of enhancing food security, health and wellbeing in SIDS. FAO Director-General, José Graziano da Silva, and FAO Deputy Director-General, Maria Helena M.Q. Semedo, participated.

15 October 2015 The FAO Director-General joined mayors from over 100 cities across the world in Milan and signed the “Milan Urban Food Policy Pact”, the first international protocol through which mayors pledge to develop sustainable food systems that grant healthy and accessible food to all, to protect biodiversity and reduce food waste. The Pact was presented the following day to the UN Secretary-General during the 2015 edition of World Food Day at Expo Milano.

15 October 2015 On the occasion of World Food Day at Expo Milano 2015, the Italian Ministry of Foreign Affairs and the European Commission organised a concert on 15 October in partnership with the UN-Expo team and with the technical support of FAO. The line-up for the concert included pianist Giovanni Allevi and the No Hunger Orchestra.

16 October 2015 World Food Day was officially celebrated at Expo Milano 2015. For more information see page 95.

24 - 31 October 2015 To celebrate the 70th anniversary of the United Nations, from the official UN Day until the closure of Expo, the Tree of Life was lit in blue as part of the initiative “Turn the world UN Blue”.

Events and other activities 85


EVENTS HIGHLIGHTS

26 - 30 October 2015

27 October 2015

31 October 2015

“The Sahel and West Africa Week: Food Security in West Africa” was organised by the Sahel and West Africa Club in collaboration with Expo Milano 2015 and was hosted by the European Union Pavilion. The Week brought together regional organisations, representatives from West African governments and OECD countries, numerous UN representatives from various agencies, and other experts in several events.

The feature documentary, “Hungry and foolish – the great adventure of food” was screened at Expo Milano 2015. It was produced by Rai (Italy’s national broadcasting company) in partnership with FAO and UN-Expo. The documentary was introduced by its Director, Daniele Cini, and the UN-Expo team Coordinator, Clara Velez Fraga.

Expo Milano 2015 was officially closed by the President of the Republic of Italy, Sergio Mattarella. The UN Commissioner-General for Expo Milano 2015, Fernanda Guerrieri, attended the closing ceremony.

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The United Nations at Expo Milano 2015


EVENTS HIGHLIGHTS

The Tree of Life, iconic symbol of Expo Milano 2015, turned UN blue for the final 8 days of the Exposition as part of the global campaign to celebrate the 70th anniversary of the United Nations. Milan, 24 October 2015.

Events and other activities 87


U N DAY S

UNSG Ban Ki-moon visiting Pavilion Zero and the UN Itinerary with Giuseppe Sala, CEO of Expo 2015 S.p.A., during World Food Day. Milan, 16 October 2015.

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U N DAY S

Flag parade at the official celebration of the Tree of Life, the iconic symbol of Expo Milano 2015. Milan, 21 October 2015.

The United Nations celebrated three International Days at Expo Milano 2015: World Environmental Day (WED) on 5 June, World Humanitarian Day (WHD) on 19 August and World Food Day (WFD) on 16 October. The three UN Days were selected by the UNExpo Steering Group from the UN Calendar of International Days on the basis of their adherence to the theme of Expo, “Feeding the Planet, Energy for Life� and their occurrence at intervals throughout the six months of the Expo. The UN was the only Expo Official Participant to celebrate more than one official day at Expo.

While the lead agency for each UN Day was responsible for organizing the celebrations at Expo, including the official ceremony and side events, the UN-Expo team supported the agencies and promoted the activities through all UN-Expo communication channels. All Expo participants were informed about the three UN Days through an official communication and the Expo Milano Events Guide. Guidelines on how to get involved in the UN Days and a toolkit with print-ready designs were also prepared by the lead agencies, with the support of the UN-Expo team, and circulated to the 147 countries and organisations participating in Expo Milano 2015.

As a result, numerous Expo participants joined in the UN Day celebrations and demonstrated their support by participating in parades and displaying UN messages, colors and branding in their pavilions. Promotional spaces were offered in-kind by Expo for UN Day video spots or multimedia promotion. These included 44 video totems on the main Expo pathways.

Events and other activities 89


U N DAY S

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The United Nations at Expo Milano 2015


U N DAY S

World Environment Day | 5 JUNE

Under the theme “Seven Billion Dreams. One Planet. Consume with Care”, World Environment Day 2015 (WED) took centre stage on 5 June at Expo Milano 2015, as one of the United Nations’ international celebrations. The event was coordinated by the United Nations Environment Programme (UNEP).

The official WED opening ceremony at the Expo Centre began with UNEP’s official video, followed by a video message by the UN Secretary-General, Ban Ki-moon, and remarks by UNEP Executive Director, Achim Steiner, FAO Director-General, José Graziano da Silva, and the Italian Minister of the Environment and Protection of Land and Sea, Gian Luca Galletti. Shortly after the ceremony, the competition for the greenest pavilions was re-launched and a presentation of the sustainability practices adopted by participants took place, with the title “Towards a Sustainable Expo”.

Other events included a cooking class for kids using leftovers, an exhibit of the winning paintings from the UNEP Children’s Painting Competition on food waste (Think.Eat.Save.), and the traditional Expo Mascot Parade dedicated to this UN Day. On 4 June, the Italian Minister of the Environment and Protection of Land and Sea, Gian Luca Galletti, and UNEP Executive Director, Achim Steiner, held a press conference during which they launched the Sustainable Production and Consumption Handbook and signed the Charter of Milan (“Carta di Milano”).

Events and other activities 91


U N DAY S

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The United Nations at Expo Milano 2015


U N DAY S

World Humanitarian Day | 19 AUGUST

On 19 August, one of the international celebrations of World Humanitarian Day (WHD) 2015 took place at Expo Milano 2015. The theme of WHD 2015 was “Inspire the World’s Humanity”. The Governments of Italy and Switzerland, together with the coordinating UN agencies – the United Nations Office for the Coordination of Humanitarian Affairs (OCHA) and WFP – organised several activities on the day to highlight humanitarian crises around the world, particularly in the context of food security.

The celebrations included an official WHD ceremony, a parade in the spirit of worldwide humanitarian solidarity and an interactive, high-level discussion on ending hunger. Participants included, the Assistant Executive Director of WFP, Barbara Noseworthy; the Director of OCHA Geneva, Rashid Khalikov; the Delegate for Humanitarian Aid and Head of the Swiss Humanitarian Aid Unit, Ambassador Manuel Bessler; the Head of the East, West and Southern African unit of the Humanitarian Aid and Civil Protection department of the European Commission, Cornelis Wittebrood; and the Assistant Secretary-General and Regional Humanitarian Coordinator for the Sahel, Toby Lanzer. Video exhibits throughout the Expo showcased humanitarian action.

The ultimate goal of galvanizing a greater sense of global citizenship was supported through a groundbreaking #ShareHumanity digital campaign. The aim was to mobilise a greater and more active global citizenship using the power of social media. In an age that is more digitally connected than ever before, the opportunity was seized to act together in order to advocate for a more peaceful and humane world and to build public awareness and support for the first-ever World Humanitarian Summit in May 2016.

Events and other activities 93


U N DAY S

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U N DAY S

World Food Day | 16 OCTOBER

For the first time in the history of World Food Day celebrations, the official World Food Day ceremony was celebrated outside FAO headquarters, at Expo Milano 2015. The ceremony marked the 70th Anniversary of the founding of its lead agency, FAO, and proved to be one of the biggest events at the Milan World Exposition. World Food Day 2015 took place in an historic moment for food security. It was one of the first international events to follow the launch of the UN Sustainable Development Agenda and therefore a great opportunity to send a strong message to the world: how we, the Zero Hunger Generation, are the first generation ever to have the potential to end hunger in the next 15 years.

UN Secretary-General Ban Ki-moon’s participation in the official celebration, along with the President of the Republic of Italy, Sergio Mattarella, were testament to the importance of the event.

Over 1 300 people, including 300 journalists, attended the ceremony. Distinguished guests included the Queen of Spain, the President of Slovenia, the First Lady of Cape Verde, the Vice President of Guyana and some 18 Ministers.

They joined the Director-General of FAO and other speakers including the Italian Ministers for Agriculture and Foreign Affairs, the Heads of IFAD and WFP and the Permanent observer of the Holy See to FAO, Monsignor Fernando Chica Arellano, who read the traditional World Food Day message from Pope Francis.

Members of the Committee on World Food Security (CFS), representatives of the private sector, civil society organisations and the Rome-based agencies, were also present at the ceremony. Their participation was facilitated through a partnership with Trenitalia, whereby a special branded train was made available to CFS Delegates to travel directly to Expo Milano and back in one day.

Events and other activities 95


U N DAY S

› World Food Day

The ceremony also included the presentation of two major Expo Milano legacy documents to the UN Secretary-General: the Milan Charter (Carta di Milano) and the Milan Urban Food Policy Pact. Widespread media coverage of the event drew attention to the crucial role that young people will play in ending world hunger and highlighted how the success of the 2030 Agenda for Sustainable Development will ultimately depend on all people and not just governments (for the World Food Week Media Report, see Annex 9). The entire ceremony was broadcast live by Rai both on the Rai Expo channel and on the news channel RAI News 24. Rai TG1 also produced a live broadcast of the ceremony including interviews with FAO senior staff. After the ceremony, a guided tour of the UN Itinerary and country pavilions was given to a small high-level delegation including the UN Secretary-General, FAO Director-General and other high-level guests.

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United Nations at Expo Milano 2015

Later, the UN Secretary-General and FAO Director-General participated in a live TV show broadcast by Rai1, “La vita in diretta”, on the Zero Hunger Generation. By answering a series of questions from a student studio audience, the UN Secretary-General and FAO DirectorGeneral underlined the crucial role that young people will play in achieving the newly adopted Sustainable Development Goals (SDGs). Trenitalia was an important partner who facilitated the transportation of hundreds of delegates, including the Committee on World Food Security, to and from Milan on a dedicated train for the official celebration. On the occasion of WFD, IFAD co-organised, with the Italian Ministry of Economy and Finance, a high-level event “Finance for Food: Investing in Agriculture for a Sustainable Future”. Opened by the Italian Minister of Economy and Finance, Pier Carlo Padoan, the event also included statements from the UN Secretary-General, Ban Ki-moon; the President of the Italian Republic, Sergio Mattarella; IFAD President, Kanayo F. Nwanze; and FAO DirectorGeneral, José Graziano da Silva. Discussions focused on how to mobilise finance to invest in smallholder agriculture and agrifood small and medium enterprises (SMEs) to achieve food security for all.

The event brought together multilateral development banks (MDBs) and private sector representatives and discussions were informed by a background paper prepared by IFAD and the Ministry with inputs from the MDBs. In a bid to raise awareness about World Food Day, the Zero Hunger Challenge, and the Sustainable Development Goals, the UN-Expo team organised activities with more than 500 elementary school children, in collaboration with the Italian Ministry of Education, Universities and Research and Expo’s Progetto Scuola (School Project). During World Food Week (12 - 17 October), Expo participants were invited to demonstrate their support by displaying a banner or displaying a short 10-second animation in their pavilions. Participating pavilions were featured in a map of the UN itinerary that was distributed to highlevel guests, delegates and the media on World Food Day. Special thanks are due to the Italian Government and Expo 2015 S.p.A. for supporting and sponsoring World Food Day 2015.


U N DAY S

Family photo taken during the World Food Day Ceremony at Expo Milano 2015. From left to right: Giuliano Pisapia, Mayor of Milan; Kanayo F. Nwanze, IFAD President; Paolo Gentiloni, Italian Minister of Foreign Affairs; Sergio Mattarella, President of Italy; Ban Ki-moon, UN Secretary-General; Ligia Fonseca, First Lady of Cape Verde; Borut Pahor, President of Slovenia; JosĂŠ Graziano da Silva, FAO Director-General; Queen Letizia of Spain, FAO Special Ambassador for Nutrition; and Ertharin Cousin, WFP Executive Director. Milan, 16 October 2015.

Events and other activities 97


E X P O E V E N T S I N VO LV I N G U N A G E N C I E S

Parade in honour of the global observance of World Humanitarian Day at Expo Milano 2015. Milan, 19 August 2015.

The horizontal presence of the UN at Expo Milano 2015 was also reflected through the UN's involvement in multiple and diverse events. In addition to the three official UN Days celebrated at Expo, UN agencies participated in over 200 events, including international conferences, congresses, workshops and technical meetings. Of these, some 30 events were organised or co-organised by UN agencies, while the vast majority involved the UN's participation but were organised by country participants, the private sector, or by UN-Expo partners including civil society organisations, the European Union and the Italian Development Cooperation.

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The United Nations at Expo Milano 2015

The UN's participation ranged from providing content and expert speakers to offering support in promoting the event. Most of the events organised by partners were technical in nature and permitted UN participants to share their expertise and network with a wide range of stakeholders. The UN-Expo team provided extensive support to UN agencies willing to participate in Expo events, including: identifying and circulating events calendars and calls for content; facilitating initial contact between UN agencies and partners; liaising with UN agencies to identify expert speakers; preparing and circulating guidelines and other useful information; assisting with the reservation of event spaces, offering advice

for transportation and courier services; promoting partnerships and events featuring the UN's participation through the UN-Expo communication platforms; and facilitating the use of the UN-Expo logo. For any event with UN agency participation, the UN agencies were asked to include the UN-Expo logo beside their own logo or the logos of other partners involved in the event. See Annex 10 for further details on the UN calendar of events and outreach activities. The UN guide for the organisation of events and protocol at Expo Milano 2015 which was distributed to UN agencies prior to Expo is available as Annex 11.


OFFICIAL VISITS

UN Under-Secretary-General Cristina Gallach on an official visit of the UN Itinerary.

FAO Special Ambassador for Nutrition, Queen Letizia of Spain, during her visit to

Milan, 19 June 2015.

the UN installation hosted by the Spanish Pavilion. Milan, 23 July 2015.

The UN-Expo team organised a large number of guided tours of the UN Itinerary during the six months of the World Exposition, with groups of up to 100 people. Among the tour participants were members of governments, international organisations, universities and research centers.

The UN-Expo team worked closely with Expo to organise visits for UN high-level officials and ambassadors who required special services, such as dedicated Expo liaison and protocol aides, transportation, accommodation, etc. The UN Secretary-General, Ban-Ki moon; UN Under-Secretary-General for Communications and Public Information, Cristina Gallach; the heads of the Rome-based agencies; the Director-Generals of UNIDO and UNESCO; and Queen Letizia of Spain in her role as FAO Special Ambassador for Nutrition, were among the special guests.

The team also provided protocol assistance and dedicated guided tours of the UN Itinerary to other UN senior staff such as deputy heads and Assistant Director-Generals. By liaising regularly with the protocol officers of country pavilions, the UN-Expo team arranged easy access and official welcomes for visiting UN senior staff. See Annex 10 for further details about the official visits organised by the UN-Expo team at Expo Milano 2015.

Events and other activities 99


ACTIVITIES WITH SCHOOLS

A major element of the UN system’s success at Expo Milano 2015 was the extensive participation of young people in UN-Expo activities and events. As part of the collaboration with the Expo Progetto Scuola (School Project), almost 25 000 school students were guided through the highlights of the UN Itinerary at Expo Milano 2015. This collaboration also resulted in the UN Itinerary and game featuring in the two million Progetto Scuola maps produced and distributed to schools visiting the Expo site (see Annex 6). In close collaboration with the Italian Ministry of Education, University and Research (MIUR), the project was launched as an incentive for schools to return to Expo, offering them the opportunity to discover the work and messages of the United Nations.

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The United Nations at Expo Milano 2015

Eleven groups of up to 50 children participated in the UN visits every day, which began in the UN Garden with a presentation on the UN's theme for Expo and the itinerary, and concluded with a tour of Pavilion Zero. The visits were run by the members of the UN-Expo team, UN-Expo volunteers and MIUR staff with tailored presentations based on the age of the audience, which ranged from five to 18 years of age. In order to ensure appropriate delivery of UN messages, the UN-Expo team prepared an ad hoc brief and trained the guides. The theme of each of the rooms of Pavilion Zero and UN messages were discussed and the visit concluded with a moment for questions outside the pavilion. After the tours, all groups were encouraged to follow up on the topics explored

using the UN-Expo information materials provided to participants and available on the UN-Expo website. Upon request, the UN-Expo team also organised presentations and guided tours of the UN Itinerary for school groups. For instance, in May over 100 young girls from the Pink Cloud Summit organised by Microsoft visited Pavilion Zero. Other groups included high school students taking part in Model UN activities, university students participating in the Youth Innovation Competition on Global Governance and children attending laboratories organised by the Italian Development Cooperation, in collaboration with the UN-Expo team and with the participation of UNICEF Italia.


ACTIVITIES WITH SCHOOLS

Events and other activities 101


PAV I L I O N Z E R O CO M P E T I T I O N S

BEST PRACTICES The International call for “Best Sustainable Development Practices� (BSDP) in food security aimed to identify, collect, promote and facilitate the sharing of best practices on food security in terms of food availability, food access and food use. It was launched on 14 November 2013 and closed on 31 October 2014.

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The United Nations at Expo Milano 2015

The competition was part of the Feeding Knowledge platform, an initiative launched by Expo Milano 2015 to encourage greater cooperation in research and innovations related to food security with the aim of becoming an important part of the exposition’s legacy. National and local government authorities, international organisations, civil society, business communities, academic and research institutions and individuals who worked in collaboration with organisations were asked to submit proposals.

The submitted best practices were to be in line with the following five thematic priorities: 1 Sustainable management of natural resources; 2 Improvement in the quantity and quality of agricultural production; 3 Socio-economic dynamics and global markets; 4 Sustainable development of small rural communities in marginal areas; and 5 Food consumption habits: diet, environment, society, economy and health.


PAV I L I O N Z E R O CO M P E T I T I O N S

The UN-Expo team actively promoted the call and 786 Best practices were collected in total, while 749 entries met the pre-selection criteria. An International Selection Committee chaired by Prince Albert of Monaco selected the 18 winning best practices. Mr Tesfai Tecle, adviser to the Kofi Annan Foundation and former FAO Assistant Director-General and Head of Technical Cooperation, acted as the UN member of the jury. Of the 18 selected best practices, one winner from each of the five priorities was featured in a documentary and screened in Pavilion Zero. The remaining 13 runners up were illustrated through photo stories in Pavilion Zero.

All the winning best practices were promoted during the Expo Milano 2015 semester through dedicated workshops and events. The projects “Intensification of agriculture by strengthening cooperative agro-input shops (IARBIC)” developed by the Nigerian Ministry of Agriculture and FAO, and “Nourishing the land, nourishing the people” funded by IFAD were selected for Priority 2 and were awarded, respectively, with a video and photo story. The project “Eradication of the tsetse fly Glossina palpalis gambiensis from the Niayes in Senegal” developed and implemented by the Directorate of Veterinary Services, Joint FAO/ International Atomic Energy Agency (IAEA)

Programme, French Agricultural Research Centre for International Development, Senegal Institute for Agricultural Research was selected for Priority 4 and awarded with a photo story. A BSDP Award Ceremony was held on 6 July at the Auditorium of Palazzo Italia in the presence of the Italian Minister of Agricultural, Food and Forestry Policies, Maurizio Martina, and CEO of Expo Milano 2015, Giuseppe Sala. The UNExpo team assisted the winning UN agencies with preparations for the award ceremony at Expo and members of the team attended and promoted the event.

Events and other activities 103


PAV I L I O N Z E R O CO M P E T I T I O N S

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The United Nations at Expo Milano 2015


PAV I L I O N Z E R O CO M P E T I T I O N S

SHORT FOOD MOVIE The UN joined forces with Fondazione Cinema per Roma and Expo Milano 2015 in an ambitious project that aimed to sensitise public opinion on issues related to the UN's theme for Expo Milano 2015, “The Zero Hunger Challenge • United for a sustainable world”.

Amateurs and professionals alike were invited to submit 30-60 second movies on food. Produced with anything from professional cameras to iPhones or androids, these videos were presented at Expo Milano 2015 on the digital wall in Pavilion Zero. The international competition included a UN category dedicated to the Zero Hunger Challenge that called for videos on any of the five elements of the Zero Hunger Challenge or the UN focus area at Expo Milano 2015, women’s empowerment and gender equality.

The winning video of the Zero Hunger Challenge category was chosen by a jury chaired by Costanza Quatriglio, author and director of the film dedicated to the UN's theme for Expo, that was shown in Pavilion Zero. The members of the Jury were the project manager of Short Food Movie, Diamara Parodi; the UN-Expo Creative Director, Antonella Porfido; the WFP Spokesperson for Italy, Vichi De Marchi; and the IFAD Broadcast Communication Officer, Enza Falco. The winning video, “We Can Make a Change”, was chosen from the 20 most voted videos by the jury, and as a prize, the six Italian teenage authors of the video attended the World Food Day ceremony at Expo Milano 2015.

Events and other activities 105


S U P P O R T T O U N S TA F F

The UN-Expo team provided support to UN staff who travelled to Expo Milano 2015 for official reasons and special entitlements to staff visiting Expo for personal reasons.

The UN-Expo Knowledge Management and Operations Consultant was nominated as Accreditation Liaison Officer and managed the accreditation of all UN staff.

In total, some 9 000 tickets were purchased or requested by the UN system. To read the UN agency guide for Expo Milano tickets and accreditation, see Annex 12.

ACCREDITATION

TICKETING

PROTOCOL AND LOGISTICAL SUPPORT

The UN-Expo team took care of accreditation when UN staff visited Expo for official purposes such as to participate in or assist with an event. Expo Milano 2015 Participants were responsible for the registration and accreditation request for all individuals involved in their activities, including their own staff and contracted personnel, any supplier and contractor, affiliated company or organisation, as well as guests when appropriate.

As an Official Participant, Expo offered the UN a limited number of complimentary tickets 800 for the six months of Expo plus 400 for each of the three UN Days - and the chance to purchase 6 250 tickets with a 70 % discount and 3 750 tickets with a 25 % discount. The UN-Expo team managed the distribution or purchase of discounted or complimentary tickets among the UN agencies. This involved constant followup and correspondence with all the interested agencies for the whole Expo semester.

The UN-Expo team provided on-site assistance to UN staff participating in events at Expo Milano 2015. UN staff was contacted before their events and offered logistical support at the Expo site. The team also distributed UN-Expo bags, maps and USB keys to all UN guests at high-level events and to UN speakers at smaller events. Consult Annex 11 for more information about the protocol guidelines provided by the UN-Expo team.

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Partnerships


EUROPEAN UNION

The European Union (EU) held over 200 events at Expo Milano 2015 and was identified by the UN-Expo team as a key partner for Expo Milano 2015. A number of the events were co-organised with a range of universities and research centres, as part of the EU Scientific Programme for Expo Milano 2015. The events were developed to address the challenges of food security and cater to diverse audiences through scientific, political, private sector or cultural interventions and activities. The main objective of the European Union was to create a lasting legacy that would in turn feed the global debate and thus contribute to the generation of solutions to eradicate hunger.

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The United Nations at Expo Milano 2015

As part of the partnership with the EU at Expo, and in order to facilitate the UN's participation in EU events, in 2014 the UN-Expo team circulated the EU calendar to all UN agency focal points for Expo. Feedback was then shared with the EU focal point for Expo Milano, and the interested UN agencies and offices were provided with contact details for the events of interest. The UN Commissioner-General for Expo participated in the meetings of the EU Scientific Steering Committee and provided inputs for the Discussion paper: “The role of research in global food and nutrition security�.

The paper was issued to provide expert advice on the challenges of food and nutrition security, considering those areas where European research can add most value, to highlight priorities for research, development and innovation on the theme of global food and nutrition security. The paper also provided guidance on the programme of events launched by the EU at Expo Milano 2015.


I TA L I A N D E V E L O P M E N T C O O P E R AT I O N

The participation of the Italian Development Cooperation in Expo Milano 2015 was centred on several core themes, namely the new development agenda and food and nutrition security, the empowerment of women, policy coherence for development, science and technology for sustainable agricultural development, food losses and waste, and water and energy. The strong synergies between these core themes and the work of the UN, led to the selection of the Italian Development Cooperation as one of the UN key partners for Expo Milano 2015.

In this light, the UN-Expo team and UN technical staff actively contributed to developing the comprehensive programme of events of the Italian Development Cooperation at Expo Milano 2015. The events were also developed in collaboration with the European Union, international organisations and other partners including NGOs, Universities, scientific and research institutions, and the private sector during several multi-stakeholder meetings.

As soon as the calendar of events was finalised, the UN-Expo team shared it with the UN agency focal points to ensure a wide participation. UN speakers took part in almost 20 of over 30 events organised by the Italian Development Cooperation at Expo Milano 2015.Â

PARTNERSHIPS 109


K I P I N T E R N AT I O N A L S C H O O L

KiP International School is an independent non-profit organisation composed of a network of organisations, specialised centres and universities from interested countries that work together to construct new knowledge and develop new tools for the planning and management of development processes. KiP provided the space, and also built and maintained the UN Garden, one of the United Nations’ main points of contact with visitors at Expo Milano 2015 (for more information on the UN Garden, see page 32). On 25 March 2015, KiP, the UN and Expo Milano 2015 signed an agreement on the set-up, maintenance and operation of the Garden (the full KiP agreement is available in Annex 13).

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The United Nations at Expo Milano 2015

An architectural plan was agreed with KiP architects based on a concept developed by the UN-Expo Creative Director. The UN-Expo team supported KiP in sourcing a UN tent and the team gathered content for the mega screen including a welcome message video from the UN Secretary-General, recorded messages from the heads of the Rome-based agencies and a selection of UN videos.


LA TUA VISITA A EXPO Milano 2015: PROGETTO ISTRUZIONI PER L’USO

SCUOLA

LA TUA VISITA A EXPO Milano 2015: ISTRUZIONI PER L’USO

The Progetto Scuola (School Project) was developed by Expo 2015 S.p.A. in collaboration with the Italian Ministry of Education, Universities and Research (MIUR). It provided a platform for students and teachers coming from educational institutions worldwide – from preschools to universities – to discuss ideas and share findings or practices they acquired through their studies or teachings. In addition, the platform offered useful information and a number of selected educational activities for schools of all levels visiting the Expo Milano 2015 site. The UN-Expo team launched a partnership with Expo’s Progetto Scuola and offered school groups the chance to visit some of the highlights of the UN's presence at Expo Milano 2015.

With the support of MIUR, during these visits students were given the opportunity to learn about the United Nations’ theme for Expo Milano 2015, “The Zero Hunger Challenge • United for a sustainable world”, and their novel horizontal presence at the World Exposition. Every day, hundreds of students started their tour at the UN Garden with a presentation on the United Nations at Expo before heading to Pavilion Zero for a guided visit. As a result of this partnership, almost 25 000 students took part in school visits of the UN Itinerary at Expo Milano 2015. For more information on school visits, please refer to page 100. Progetto Scuola featured the UN Itinerary and game in the two million maps produced and distributed to schools visiting the Expo site (see Annex 6).

PARTNERSHIPS 111


FONDAZIONE CINEMA PER ROMA

Fondazione Cinema per Roma is an institution that produces events which aim to disseminate and draw attention to the value of cinematic culture and promote its artistic and entertainment potential to professionals and the general public, both locally and globally. Since 2006, the institution organised the Festival Internazionale del Film di Roma and the Mercato Internazionale del Film di Roma each year in autumn. The UN joined forces with Fondazione Cinema per Roma and Expo in an ambitious project that aimed to sensitise public opinion on issues related to the UN's theme for Expo Milano 2015, “The Zero Hunger Challenge • United for a sustainable world”.

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The United Nations at Expo Milano 2015

The international Short Food Movie competition included a category dedicated to the five pillars of the Zero Hunger Challenge and the UN's focus area at Expo Milano 2015, women’s empowerment and gender equality. The Short Food Movie competition partnered with countries participating in Expo Milano 2015, 90 Italian culture institutes in 60 countries, 107 cinema schools around the world, and universities and educational institutions to promote the initiative. The UN also promoted the initiative through various channels, including UN-Expo social media accounts.


E C C E L L E N Z E I TA L I A N E

N.9

Numero Speciale 2014-2015. Rivista ideata e diretta da ROSSANA PACE - Registrazione Tribunale di Roma 297/2008 del 22 luglio 2008

PARTNER UFFICIALE

IL PAESAGGIO DEL FUTURO SFIDA FAME ZERO Uniti per un mondo sostenibile

LANDSCAPE OF FUTURE ThE ZERO hUNGER ChALLENGE United for a sustainable world

PASSATO PRESENTE E FUTURO

In collaborazione con

Founded in 2001, Eccelenze Italiane is a non-profit cultural association aimed at promoting Italian excellence in different fields. As part of its activities, it publishes a magazine by the same name dedicating special editions to issues linked to global events, for instance the G8 Summit in L’Aquila in 2009 and Expo Shanghai 2010. As part of the UN's partnership with Eccellenze Italiane, a special edition dedicated to the UN’s participation in Expo Milano 2015 was published (see Annex 14). This partnership allowed the UN-Expo team to have both a publication similar to a theme guide and a popular gadget.

Eccellenze Italiane agreed to distribute the magazine mainly through 10 000 of these gadgets, USB drives in the shape of a blue spoon (page 70). These devices were handed out during events, as a gift for special guests and high-level personalities and as a prize for the visitors who completed the “get to Zero” game. A thousand copies of the special edition were printed and distributed at Expo Milano 2015 during special events and the three UN Days.

PARTNERSHIPS 113


RAI EXPO

UN Secretary-General Ban Ki-moon and FAO Director-General José Graziano da Silva at a live TV show on the Zero Hunger Generation, “La vita in diretta”, broadcast by Rai 1 on World Food Day. Milan, 16 October 2015.

Rai Expo was a unit of Rai, Italy’s national public broadcasting company, entirely dedicated to promoting Expo Milano 2015, its theme and its activities and events to local and international audiences. The UN-Expo team collaborated with Rai Expo from its inception in August 2013, in particular by providing content, data, and facts and figures for reportages and documentaries. For instance, the UN-Expo team and FAO contributed to the production of the 73-minute documentary “Hungry and Foolish – The great adventure of food”.

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The documentary depicts a journey through nine countries and nine eras exploring the history of food and how food changed the evolution of humankind. This partnership provided the UN-Expo team with a prime media outlet for interviews. For highlights of this partnership, please refer to the Media section, page 78. A highlight of the UN’s partnership with Rai during Expo Milano 2015 was the live broadcast of the TV show, “La vita in diretta”, on World Food Day with the UN Secretary-General and FAO Director-General as special guests. The TV show underlined the crucial role that young people will play in achieving the newly adopted Sustainable Development Goals (SDGs) through a series of questions and answers from a student studio audience.


ART FOR A BETTER FUTURE

Art for a Better Future is the non-profit organisation of pptArt, the first art crowdsourcing platform in the world, working with over 2Â 000 artists from 75 countries. The United Nations and Art for a Better Future share the common vision that art is a universal language that inspires positive change, eliminates barriers and eases communication. Art motivates and unites individuals and organisations towards the common dream of a better world and society.

In line with this shared vision and with the UN's theme for Expo Milano 2015, Art for a Better Future joined forces with the UN-Expo team and selected up to 60 works of art to interpret the five objectives of the Zero Hunger Challenge plus the special focus on women’s empowerment and gender equality. Along with short bios of the artists, these pieces of art were rendered digital and featured in the playlists of the six corresponding UN spoon installations.

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CENTERGROSS

Centergross, a chain of popular wholesale districts, supported the UN at Expo Milano 2015 by sponsoring the production of 10 000 bags branded with the UN's visual identity for Expo (page 70). The bags were distributed throughout the six months of Expo Milano 2015 during special events and as part of the prize for the visitors who completed the “get to Zero” game.

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The innovative participation model employed by the United Nations at Expo Milano 2015 required a strong visual identity in order to facilitate the recognition and propagation of the UN message and encourage visitors’ engagement with the UN's theme.


F E R R A R I G R A N U L AT I

Ferrari Granulati is an Italian company dedicated to working with natural Italian marble for over 25 years. The company developed Sabbiarelli, an innovative game for children between the ages of three and 13. Sabbiarelli consists of pre-cut drawings with adhesive sections to be filled in with eco-friendly colored marble dust collected from the industry, which result in vibrant pictures in relief. As a result of the collaboration between the UN-Expo team and Ferrari Granulati, a special edition Sabbiarelli kit, that explained the UN’s theme for Expo to children, was produced and distributed at Expo Milano 2015.

This special kit reproduced drawings created by children’s illustrator, Lorenzo Terranera, for the UN spoon installation dedicated to children (page 46). By making the UN's theme for Expo Milano 2015 fun and educational activity, children were able to learn about the Zero Hunger Challenge in a language appropriate for their age. Almost five thousand of the kits were distributed to pupils that participated in UN activities with schools (page 100) during the months of September and October 2015 at Expo Milano 2015, as well as to children participating in activities held on World Food Day on 16 October.

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MAXXI

MUSEO NAZIONALE DELLE ARTI DEL XXI SECOLO

via Guido Reni 4 A,, Roma www.fondazionemaxxi.it ondazionemaxxi.it INGRESSO RIDOTTO DAL MARTEDI AL VENERDI PRESENTANDO T TANDO UN BIGLIETTO BIT TIMBRAT A O AT O LA METREBUS CARD con il sostegno di

partner MAXXI architettura

SEGUICI SU

sponsor

in collaborazione con

MAXXI, the National Museum of XXI Century Arts in Rome, hosted the exhibition “FOOD: From the Spoon to the World” from 29 May to 8 November 2015, depicting the relationships between food and society as well as the physical and conceptual transformation of the urban and domestic spaces that we all live in. Over 50 works by artists, photographers, designers and architects described how the various aspects related to feeding humanity – from production to storage, from distribution to consumption rituals, from disposal to waste – are key points in today’s design strategies.

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con il patrocinio di

partner tecnico

media partner

The exhibition presented data on the urban and rural population, urbanisation, production, undernutrition (approximately 800 million people between 2012 and 2014) and many other topical issues. Both FAO and WFP provided data, maps and testimonial projects on the UN's fight against hunger, which were subsequently translated by MAXXI’s curators into images, animations and infographics. As testimony to MAXXI’s partnership with the UN Agencies, the museum hosted a large blue spoon, the same one that characterised the UN spoon installations along the UN Itinerary at Expo Milano 2015.


Participation framework


UN GOVERNANCE

The UN Secretary-General Ban Ki-moon designated the Rome-based agencies (RBAs) - the Food and Agriculture Organization of the United Nations (FAO), the International Fund for Agricultural Development (IFAD), and the World Food Programme (WFP) - as the lead agencies for the coordination of the UN system’s participation in Expo under the leadership of the FAO Director-General, José Graziano da Silva. The role of UN Commissioner-General for Expo Milano 2015 was held by Eduardo RojasBriales (FAO Assistant Director-General, Forestry Department) from February 2013 to 31 July 2015 and Fernanda Guerrieri (FAO Assistant Director-General, Corporate Services Department) from 1 August.

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The UN Commissioner for Expo was responsible for leading the entire UN system’s participation in Expo Milano 2015 and co-chairing, together with the General Manager of the Participant Division, Expo 2015 S.p.A., a Steering Committee composed of a senior official from each of the RBAs, the UN Department of Public Information, and Expo Milano 2015. In order to ensure a high-level UN presence at Expo Milano throughout the six months of the exposition, the UN Commissioner for Expo Milano 2015 requested the nomination of two Deputy UN-Expo Commissioners from the other Rome-based agencies, IFAD and WFP, in line with the regulations of the Bureau International des Expositions (BIE).

The UN-Expo team, with representatives from the three RBAs, managed and coordinated the UN system’s engagement in Expo Milano 2015 and ensured that joint UN events with UN traditional and non-traditional partners (NGOs, Academic institutions, municipalities and other governmental institutions, private sector, users groups, etc.) were consistent with the UN-Expo themes and addressed the public and the global community in particular young people.


UN-EXPO TEAM

Formed on 9 July 2012, the UN-Expo team was generally based at FAO headquarters in Rome, but during the Expo semester, several members of the team moved to Milan to ensure a constant UN presence at the Expo site. The UN-Expo team Coordinator managed the participation of the UN system in Expo Milano 2015, up to the final report.

The team included a representative from each of the Rome-based agencies (RBAs), given that the UN's participation was led by the three agencies. These members were selected on the basis of technical needs (knowledge management, media, partnerships). Other members included the Art Director, Communications Consultants and Events and Protocol Consultants. The team was relatively small, considering the task at hand, and was structured in such a way that it could respond to the technical needs of the Expo organisers. Consequently, team members were obliged to adapt to new roles between the preparation and implementation phases.

Despite the fact that the UN did not have a pavilion at Expo Milano 2015, the presence of UN staff on-site was essential during the six months of Expo Milano 2015, even if the budget only permitted a minimum presence. The staff based at Expo included an Events and Protocol Officer, Operations and Content Manager, Communications and Media Relations Consultant, Junior Events Consultant, Junior Communications Consultant, an intern and over ten volunteers.

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UN-EXPO TEAM

A horizontal presence, with numerous exhibits across the site, meant that it was crucial to have a staff presence in several areas, to provide visitors with a basic understanding of the participation model, the overall theme and the itinerary. In fact, the daily presence of team members in the UN Garden, and their interaction with visitors there, as well as in other spaces with UN content, was extremely important for UN outreach. The team worked shifts until late evening, over a seven-day working week. As outlined below, a smaller UN-Expo office remained at FAO during the six months of Expo. Overall the UN-Expo team worked to maximum capacity and the number of members was limited in relation to other pavilion teams at Expo Milano 2015.

PREPARATION PHASE Team composition: Coordinator, Creative Director, Communications Officer, Partnerships Consultant (FAO representative), Knowledge Management Consultant (IFAD representative), Communications Consultant (WFP representative), Administrative Assistant, two Interns. During the preparation phase, the UN-Expo team’s main tasks included: developing the concept and visual identity of the UN's presence at Expo Milano 2015; liaising with UN agencies to collect content and engage their participation in various UN-Expo activities; preparing and selecting content for the UN exhibits; liaising with Expo organisers and partners; planning and coordinating UN events and the UN's participation in Expo events; facilitating collaboration between UN agencies and other Expo participants; organizing promotional activities; and developing a communication strategy.

The Creative Director developed the concept and visual identity of the UN's presence at Expo Milano 2015, in close collaboration with Expo staff. Videos, posters, infographics, charts and maps for UN exhibits were developed or collected by the Knowledge Management Consultant and Creative Director, with the support of other members of the team. In order to guarantee the involvement of the UN system at Expo Milano 2015, the UN-Expo team drafted guidelines to assist participating UN agencies in their engagement and interactions with countries and other participants such as civil society organisations or the private sector. Under the guidance of the Creative Director, two Communications Consultants, assisted by an intern, developed the communication strategy for the UN presence at Expo Milano 2015. This included the design and generation of the UN-Expo App “get to Zero”, social media channels and a website. The team’s engagement with several partners, including government bodies, international organisations and the private sector was managed by the Partnerships Consultant.

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UN-EXPO TEAM

EXPO SEMESTER Team composition: Coordinator, Creative Director, Partnerships Consultant (FAO representative), Events and Protocol Consultant, Knowledge Management and Operations Consultant (IFAD representative), Media Relations and Communications Consultant (WFP representative), Junior Communications Consultant, Junior Events Consultant, Administrative Assistant, Intern, Volunteers. As of April 2015, the roles of many of the team members changed as the team adapted to different responsibilities and focused mainly on events and protocol, operations and communications. This was also in line with Expo’s transformational process as the UN-Expo team was created in such a way as to liaise effectively with the various teams at Expo. The communications team was led by the Creative Director, who was assisted by the Communications and Media Relations Consultant and the Junior Communications Consultant. A Consultant, hired to manage events and protocol at Expo, was assisted by the Partnerships Consultant and Junior Events Consultant. The Knowledge Management Consultant started focusing on operations, while also assuming responsibility for technical visits and at times providing technical advice or working on content.

During the six months of Expo Milano 2015, part of the team moved to Milan in order to ensure the UN's presence on site. The staff based at Expo were: the Events and Protocol Consultant, Knowledge Management and Operations Consultant, Media Relations and Communications Consultant, Junior Events Consultant, and the Junior Communications Consultant. Daily tasks included offering guided tours of the UN Itinerary, representing the UN at events, providing logistics and general support related to the organisation of events, supplying protocol assistance, liaising with the UN agencies, dealing with accreditation and ticket queries, inspecting UN exhibits regularly, distributing information and promotional materials, interacting with visitors at Expo, conducting interviews with the media and liaising with journalists, and organizing high-level visits to Expo. As the Expo was open seven days a week until late evening, the team worked in shifts and was required to multi-task.

Volunteers (up to ten at any given time) and an intern were recruited as a way to maximise interaction with Expo’s visitors and to promote the UN's presence at Expo Milano 2015. The volunteers supported the UN-Expo team in guaranteeing a constant presence in the UN Garden and at other stops of the itinerary (e.g. introducing Expo visitors to the Zero Hunger Challenge, promoting the App “get to Zero” and greeting those who finished the game). A smaller UN-Expo office was maintained at FAO headquarters in Rome with the UNExpo Coordinator, the Creative Director, Partnerships Consultant/FAO representative and administrator. Due to the fact that the coordinating agencies were located in the same country as the exposition, it was possible to travel back and forth from Milan, even in one day. The UN-Expo Coordinator and Creative Director traveled to Milan on a regular basis, often for up to three or four days per week.

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U N AG E N C Y PA R T I C I PAT I O N A N D E N G AG E M E N T

Twenty UN agencies or entities and important partners such as the CGIAR Consortium took part in Expo Milano 2015. This exercise proved to be another successful example of the UN “Delivering as One”, by increasing the coherence and effectiveness of UN operations through teamwork. As per its mandate, the UN-Expo team encouraged UN agencies to take part in Expo Milano 2015 and liaised regularly with the focal points of the participating agencies to facilitate their participation in Expo Milano 2015. The team constantly provided updated and comprehensive information about the various ways in which agencies could get involved. In June 2015, the UN-Expo team published and distributed the Participation Guide for the UN Agencies (see Annex 15). UN agencies participation in Expo Milano 2015 involved: • Providing content - UN agencies were requested to provide multimedia materials – infographics, posters, videos and photo stories – for the UN exhibits at Expo Milano 2015. The UN-Expo team received more than 700 files and made the selection of content based on their suitability, their compatibility with the UN's theme for Expo, key topics and other materials represented in the exhibits, and their overall impact (for more information on the UN call for content, see Annex 16). In certain cases, the team worked closely with UN agencies to develop tailored UN-Expo content.

This included collaborating with the SecretaryGeneral’s High-Level Task Force on Global Food Security to develop questions and answers on the five elements of the Zero Hunger Challenge for the “get to Zero” App (page 76) and with UNICEF Italia to interpret the UN's theme for Expo for children and to develop specific messages for the UN spoon installation dedicated to children. • Participating in and organizing events and other activities - Considering the limited size of the UN-Expo team, UN agencies were asked to take the lead in organizing their own events and activities at Expo Milano 2015, but to always keep the UN-Expo team informed and to use the UN-Expo logo alongside UN agency logos in all activities. The team was available to facilitate the initial contact between UN agencies and Expo organisers or partners, to identify expert speakers in other UN agencies and to promote the activities or partnerships through the UN Zero Hunger itinerary, the UN-Expo website (page 71) and social media channels (page 72). • Promoting the UN's participation in Expo Milano 2015 - UN-Expo and social media focal points were requested to promote the UN's theme for Expo, itinerary and key events among their staff, partners and social networks.

UN agencies were also asked to provide information about any events or activities organised independently or about any partnerships with countries or other Expo participants so that content could be disseminated through the UN-Expo website or social media. The team encouraged UN agencies to actively promote the Short Food Movie initiative, which had a special UN category dedicated to the Zero Hunger Challenge. • Participating in the Best Sustainable Development Practices in food security competition - The UN-Expo team encouraged all UN agencies to participate in the Best Sustainable Development Practices in food security competition (page 102), as it presented a great opportunity for the UN system to showcase its excellence and best practices in food security and to gain high visibility, not only throughout the six months of Expo Milano 2015, but in the longer term, considering that the winning projects are part of the Expo Milano 2015 legacy. All agencies were asked to consistently use the official UN-Expo Milano 2015 logo beside their own logo for every UN exhibit, event, or communication material (flyer, poster, web announcement, email or video) related to Expo Milano 2015.

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PA R T I C I PAT I O N C O N T R AC T

A participation contract is required for all participants in a Universal Exposition. As it was the first time the UN had an entirely different participation model at the Expo, a large part of the contract model had to be drafted or revised and this proved to be a complex process with lengthy negotiations between the FAO Legal Office and the organisers.  Numerous elements of the horizontal presence, to be agreed by both parties, were defined including: the establishment of key topics for UN multimedia content; a limited list of thematic areas for UN exhibits; the celebration of three UN Days at the Expo; the drafting of a programme of events; the development of a UN-Expo website; and, the facilitation of contacts between the UN and other participants with the aim of maximizing the horizontal presence across the exposition site. The Participation Contract also addressed matters such as insurance and liability, governance and the composition of the UNExpo team, funding and sponsorship (subject to agreement by the UN), property rights, and office space and accommodation during the Expo semester. To read the Participation Contract, see Annex 17.

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FUNDING

According to the UN guidelines for the joint participation of the United Nations system in international exhibitions, participation in international exhibitions should be at no cost to the UN system. Funds should be provided entirely by the host government or an authority designated by it from within the country where the exhibition is held, through the establishment of a trust fund administered by the host government or its designee. The funds made available in the trust fund must be sufficient for the preparation of a feasibility study, including initial proposals for design, and guarantee the UN's participation at a level of creative and presentational excellence that is comparable to that of national and other international pavilions at the Universal Exposition. FAO was appointed to administer and account for the funds for the UN's participation in Expo Milano 2015, made available by Expo 2015 S.p.A.. At the beginning of each year, a UN Agency to UN Agency Contribution Agreement was enforced between FAO and the other RBAs, while at the end of each year a narrative and financial report was submitted to FAO by the recipient agencies. The UN's participation in Expo Milano was covered by three funding sources: an annual Trust Fund from Expo 2015 S.p.A., direct payment by the organisers for costs related to UN exhibits and select UN activities, and partnerships.

A Trust Fund agreement between FAO and Expo 2015 S.p.A. was signed on 27 June 2013 by the UN Commissioner-General for Expo Milano 2015, the CEO of Expo 2015 S.p.A., and the Ministry of Foreign Affairs of the Italian Republic (see Annex 18). A total of EUR 500 000 per year for 2013, 2014 and 2015, was deposited with FAO as Funds-in-Trust. In 2015, the UN requested and obtained a budget revision of the total contribution with an increase of EUR 163 037, due to: (i) exchange rate fluctuations that resulted in much lower available funds compared to 2013 and 2014; and (ii) an increase in staffing to ensure adequate presence and support during Expo Milano 2015. The Trust Fund covered costs related to the UN-Expo team (e.g. staff, travel, equipment, office space and supplies), travel of the UN Commissioner-General and Deputy Commissioner-Generals, and other miscellaneous expenses such as the editing and development of multimedia content for UN exhibits at Expo Milano 2015. Due to the limited funds available, the size of the UN-Expo team was kept to a minimum and only a small ad hoc Daily Subsistence Allowance was provided to staff based in Milan.

Aside from financing the Trust Fund, Expo 2015 S.p.A. covered the expenses related to the construction and maintenance of UN exhibits and to the development of the UNExpo website (page 71), the “get to Zero” App (page 76) and multimedia content for Pavilion Zero (page 26). Expo 2015 S.p.A. also covered the majority of the costs related to World Food Day 2015, one of the key events celebrated at Expo Milano 2015. In addition, the company provided two apartments in close proximity to the Expo site, the first for some of the UN-Expo team members and the second for the UN Commissioner-General for Expo Milano 2015 and other UN-Expo Senior Officials. Some extra funds were provided by sponsors to finance the UN Garden and the production of the UN-Expo gadgets, namely: KiP International School financed the UN Garden (page 30), Centergross financed 10 000 UN-Expo tote bags (page 116), Ferrari Granulati produced 5 000 UN-Expo Sabbiarelli kits for children (page 117), and Eccellenze Italiane supported the production of 10 000 USB drives (page 113).

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Legacy


PAV I L I O N Z E R O

Pavilion Zero, a fundamental stop of the UN Itinerary at Expo Milano 2015, was based at the main entrance to Expo and introduced visitors to the exposition’s theme, “Feeding the Planet, Energy for life”. Due to its major success, discussions are underway and Pavilion Zero is set to reopen its doors to the public in the near future. The UN’s collaboration in developing this pavilion had a strong influence in shaping its success. The UN presented content in 10 of the 12 rooms which reinforced the important messages depicted in this area, noticeably strengthening the pavilion’s value as a vital part of Expo’s legacy.

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The pavilion addressed a number of key topics, such as sustainable food production; food losses and waste; food markets; genetic resources for food and agriculture; food security; and the role of smallholders, women and men alike, in food production.


C A R TA D I M I L A N O

UN Secretary-General Ban Ki-moon accepts the Milan Charter from Italian Agriculture Minister, Maurizio Martina, during the World Food Day Ceremony. Milan, 16 October 2015.

The Carta di Milano (Milan Charter) is a document that was created with the intention of becoming a main part of the legacy of Expo Milano 2015. The Italian Government requested the drafting of a participatory document that called on citizens, associations, companies and institutions alike to make food and nutrition security truly universal. The Charter is a call for action to guarantee the right to food for future generations and for the advocacy of political decisions that enable the achievement of equitable access to food for all.

Key Italian, UN and international experts joined forces to identify issues requiring commitments, which were then shaped into the Milan Charter. Issues identified included the right to food, food waste, women’s empowerment, and sustainable agriculture and food systems. The Charter was presented to the UN Secretary-General Ban Ki-moon during the official opening ceremony of World Food Day at Expo Milano 2015 on 16 October.

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BEST PRACTICES

Prince Albert of Monaco, president of the International Selection Committee, announcing the winners of the Expo Best Sustainable Development Practices competition. Milan, 4 February 2015.

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The International Call for Best Sustainable Practices in food security was an initiative launched by the Feeding Knowledge Platform in collaboration with Expo Milano 2015 to encourage greater cooperation in research and innovations related to food security. The overall aim of the initiative was to become an important part of the exposition’s legacy.

The International Call for Best Sustainable Practices in food security at Expo Milano 2015 stimulated a long-term effort to improve the different facets of food security represented by the winning projects, something that will continue to take place due to the 749 best practices freely available in the repository found on the Feeding Knowledge platform.

The competition collected projects and strategies that had positive impacts, stimulating efforts to improve food security, and stressing the need to develop, use and share approaches that balance the wellbeing of humanity with that of the planet. The exhibition of the winning Best Practices at Expo Milano 2015 encouraged the development and exchange of novel approaches to problems and the web platform was also an important way to share information.

The UN actively promoted the competition and submitted a large number of best practices. Two FAO entries and one IFAD entry won the competition (page 102).


WE-WOMEN FOR EXPO

Honorary President of WE-Women for Expo, Emma Bonino, interviews WFP Executive Director, Ertharin Cousin, during the convention “Women’s Equality and Empowerment – The first step to Zero Hunger”. Milano, 1 July 2015.

WE-Women for Expo was an Expo Milano 2015 project developed in partnership with the Ministry of Foreign Affairs and International Cooperation and the Fondazione Arnoldo e Alberto Mondadori. It aimed to encourage debate on nutrition-related topics, by focusing, for the first time, on the important role of women in nutrition and sustainability at a World Exposition. Women from the countries participating in Expo Milano 2015 were invited to take part in events, and to share their knowledge, experiences and practices in order to nurture the debate, a practice that will become a part of expositions in the future.

Several UN agencies were involved in events held during the WE Women’s Weeks from 29 June to 10 July 2015, including the Women’s Forum, several technical events and the closing ceremony, along with other UN agencies that participated in various events held during the thematic weeks. With the support and guidance of FAO, WEWomen for Expo also created the Women for Expo Alliance, a new global alliance of women to combat food waste and strengthen the role of women in agriculture globally.

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MIL AN URBAN FOOD POLICY PAC T

Giuliano Pisapia, Mayor of Milan, presents the Milan Urban Food Policy Pact to UNSG Ban Ki-moon during the World Food Day Ceremony at Expo. Milan, 16 October 2015.

The Milan Urban Food Policy Pact is an international agreement signed by Mayors of cities from the north and south of the world, that is set to become one of the main legacies of Expo Milano 2015. Through this agreement, over 100 cities, representing more than 400 million people, have pledged to coordinate food policies, guarantee healthy food for all, promote sustainability in their food systems and reduce waste. FAO provided technical assistance in developing the Milan Urban Food Policy Pact's framework. On 15 October 2015, Mayors from cities throughout the world took part in a summit at the Royal Palace of Milan.

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The debate was followed by the official signing ceremony of the Pact, in the presence of the highest international representatives. On 16 October, during the World Food Day ceremony at Expo Milano 2015, the Urban Food Policy Pact was presented to the UN SecretaryGeneral Ban Ki-moon along with the Milan Charter. The second annual meeting of mayors committed to the Pact will take place at FAO headquarters during the official celebration of World Food Day on 14 October 2016. FAO will also offer its support by assisting in the formulation of indicators to measure progress in meeting targets and by exchanging best practices among cities.


Lessons learned and recommendations


L E S S O N S L E A R N E D A N D R E C O M M E N DAT I O N S

GOVERNANCE AND COORDINATION Revising the UN guidelines It is strongly advised that the current guidelines for the participation of the UN system in international exhibitions (Report JUNIC 25th Session, ACC 1999/11 Annex 4d. Vienna, 6-8 July 1999) are revised. The following are imperative topics to be addressed, among others: • Horizontal presence: the guidelines should envisage and provide guidance on the UN’s possible horizontal presence. • Deputy Commissioner-General: the guidelines should mention that, in line with the regulations of the bureau international des expositions, the UN CommissionerGeneral can nominate a deputy Commissioner-General to represent the Commissioner-General, when required. The role of deputy Commissioner-General should be filled by a senior representative who is available to represent the UN at important events and activities whenever necessary. Establishing a theme The UN's theme for the Expo should be defined immediately so that it is well integrated in the planning and conceptualisation of the UN's presence. Communication with UN agencies should be established only once the theme is determined in order to ensure a clear and concise message and create more efficient and fruitful liaisons.

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“Delivering as one” A strong corporate UN participation is highly recommended in order to ensure that the UN's presence at the Universal Exposition is coherent and successful. Coordinating UN agency participation A set of comprehensible guidelines or a toolkit should be prepared to assist UN agencies in identifying content, joining various initiatives, preparing events, etc. This toolkit ensures consistency across UN content by including information on the theme, visual identity and key messages as well as by providing practical information on the UN system’s participation. Moreover, in order to maximise participation across the system, the UN agencies should be updated on a regular basis on all possible ways to take part in the Universal Exposition. • Liaising with other Expo participants: In order to encourage UN agencies to be independent, concise procedures or guidelines should be developed to assist them in liaising directly with other Expo participants such as countries, civil society organisations and corporate representatives. • Deciding on the type of UN participation: Expo’s theme and its relevance to the UN’s work should be considered when deciding on the type of UN participation, i.e. a UN pavilion or horizontal presence throughout multiple areas of the exposition.

UN-EXPO TEAM Budgeting for human resources: The funding provided by the host country should allow the UN to build a team capable of fulfilling the necessary tasks in order to ensure a successful participation. At Expo Milano 2015, the UNExpo team was required to work at maximum capacity both during the preparation phase and Expo semester as a result of budget constraints which limited the team’s size. The Expo was open seven days a week until late evening and due to the lack of human resources the team worked long shifts and was frequently obliged to fulfill several roles simultaneously. Focusing on technical competencies: The UN-Expo team should be built around the technical competencies of staff members. The UN-Expo team’s efficiency could be jeopardised if it lacks sufficient technical capability in the following areas: artistic direction, knowledge management, events, communications, operations and partnerships.


L E S S O N S L E A R N E D A N D R E C O M M E N DAT I O N S

HORIZONTAL PRESENCE Developing a strong theme A focused and clear message or theme with the precise level of information is fundamental to achieving maximum impact. Developing a strong visual identity The horizontal presence presents the risk that in a large exposition site, the UN messages could be diluted or lost. Indeed, UN exhibits should be developed in such a way as to capture the attention of a highly stimulated and quick-moving audience. It is essential to develop a strong visual identity aimed towards a non-technical audience. Vital elements include: • UN emblem: Whenever possible, the UN emblem should be displayed beside the UNExpo logo to attract Expo visitors and make UN exhibits easily recognizable. • UN-Expo logo: The UN-Expo logo should be used in promotional material for events as well as programmes and reports in order to strengthen UN visibility and identity. • UN symbol: A UN symbol for Expo should be adopted in order to produce a clear visual identity and achieve a level of visibility which links the UN content spread throughout the site. Finalisation of UN exhibits well in advance It is recommended that the UN and Expo organisers agree at a very early stage, possibly at the signature of the participation contract, on the plan of space allocation and nature of the UN exhibits. It is important to strategically place content in the most appropriate areas and to integrate UN exhibits in the architectural plan from the very beginning.

UN involvement in decision-making processes If Expo organisers manage the construction of UN exhibits, it is important that the UN-Expo team is involved in the tenders in order to follow all developments. Successful integration of UN exhibits To ensure optimal integration of UN exhibits within the Expo architectural plan and thematic areas, representatives of the UN-Expo team should be involved at an early stage in the planning and development of the Universal Exposition. This is especially important for the thematic areas, as they are finalised at an early stage. Furthermore, early and effective integration allows for sufficient time to plan, design and develop the UN exhibits in line with the concept of the different areas where they are located. At Expo Milano 2015, one of the most successful examples of UN integration was Pavilion Zero, where content was fully integrated with the pavilion as a result of early and regular collaboration between the pavilion curators and the UN-Expo team. Ensuring a solid staff presence A horizontal presence does not necessarily require less funds than a single UN pavilion. It demands staff requirements for a series of complex tasks. For example, in the preparatory phase the UN-Expo team had to interact with a wide range of Expo organisers teams which often operated independently. The horizontal presence also means that it is more important than ever to have a staff presence in one or more areas, so that visitors can be provided with a basic understanding of the participation model, the overall theme and how to follow the itinerary.

Sufficient funds for a number of volunteers/ interns and other staff based in the city of the exhibition should be made available and included in the budget plan in order to ensure a successful horizontal participation. The daily presence of UN staff at the Expo Milano 2015 site and their interactions with visitors in the UN Garden, as well as in other parts of the UN Itinerary, were crucial for UN outreach. Presentation of engaging content World Expositions are large events where a substantial number of visitors are bombarded with a great deal of information over a limited period of time. Therefore, to ensure visitors’ engagement, the content selected or developed for UN exhibits should be delivered in a simple, non-technical language and be easily understandable by a general audience. Raising awareness The horizontal presence should be supported by a strong communications strategy aiming to raise awareness of the UN's presence at Expo and devising ways to create anticipation among visitors. To this end, it is vital to ensure that UN's presence is highlighted in the Universal Exposition’s official map. Collaborating with countries and other participants The Expo is a great opportunity to create partnerships but this requires time, dedicated staff and other resources. During the planning phase, the UN should decide on a partnership strategy and assess the potential benefits, given that this could be a time-consuming exercise.

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L E S S O N S L E A R N E D A N D R E C O M M E N DAT I O N S

MAXIMIZING IMPACT Prioritisation of event and selection of partners Given the large number of participating agencies and the potential interest of holding a significant number of events at the Expo, it is important to define an events strategy at an early stage. This could involve the prioritisation of a select number of important events and the selection of partners in order to increase visibility, efficiency and impact. For instance, by giving priority to the celebration of World Food Day it became one of the biggest events at Expo Milano 2015 with global impact. It should be noted that a horizontal presence may imply the absence of a dedicated events space, in which case the organisers should guarantee availability of onsite event locations at no cost. Using the UN-Expo logo at events It is crucial to include the UN-Expo logo in as many events as possible in order to maximise the UN's visibility and promote the UN's participation in the Universal Exposition. Enriching the visitor experience It is recommended that an Application is developed to make the UN's presence more interactive. This is a tool that was used at Expo Milano 2015 by the UN-Expo team and by many other participants to successfully engage visitors.

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The United Nations at Expo Milano 2015

Collaborating with UN DPI Close collaboration with UN DPI maximises outreach of the UN's presence, thanks to their large and well-established communication and information networks. Theme and visual identity As noted under the section horizontal presence a strong theme and visual identity is fundamental to a successful UN presence at the Universal Expositions. Engaging the younger generation A major element of the UN system’s success at World Expositions is the engagement of young people in UN-Expo activities and events, therefore it is advised to focus as much as possible on the organisation of activities for children and young people in collaboration with schools, academic institutions, local communities, etc.

This provided greater visibility for the UN system, its activities, goals, challenges, and best practices in fields related to the theme. It also offered Expo organisers a chance to include global content on key issues related to food and nutrition throughout Expo’s thematic areas. The theme “The Zero Hunger Challenge • United for a sustainable world” was deliberately chosen by the UN, considering that 2015 was the year of the Sustainable Development Goals, and it was already evident that food security would be a core part of the new agenda. By choosing a theme that was particularly relevant to a crucial year for the United Nations and the international community, the UN was able to maximise visibility. The Zero Hunger Challenge is a call to action for all sectors of society, from international organisations to politicians, the private sector and civil society, therefore not only was the theme of political and institutional appeal, it was also something that the general public could identify and engage with.

CONCLUSION Expo Milano 2015 was the first time that the UN developed an innovative participation model, requiring a new approach to the creation of content, visual identity, the communication of key messages and working procedures. Nevertheless, the horizontal presence proved to be a great success according to the host country, organisers, the UN and key partners. The new participation model was an opportunity to exhibit and simultaneously interact with visitors throughout the entire Expo Milano 2015 site.

Given the positive experience at Expo Milano 2015, the horizontal participation model should always be considered, particularly if the theme of the Universal Exposition is relevant to the mandate of the United Nations and appealing to the public. It allows the UN to give greater emphasis to its concept, theme, content and partnerships, areas that maximise engagement with the public and are crucial for a successful participation.


About us



ABOUT US

LEADING AGENCIES

THE UN-EXPO TEAM

ABOUT THE UN SPOON INSTALLATIONS

The participation of the UN system in Expo Milano 2015 was coordinated by the three United Nations Rome-based agencies: the Food and Agriculture Organization of the United Nations (FAO), the International Fund for Agricultural Development (IFAD) and the World Food Programme (WFP).

The UN-Expo team, with representatives from the three RBAs, managed and coordinated the UN system’s engagement in Expo Milano 2015. Members of the team included:

The UN spoon installations were designed by the non-profit organisation, Architetti Senza Frontiere (Architects Without Borders), and developed by Cinecittà Allestimenti, winner of the Expo 2015 S.p.A. tender.

THE COMMISSIONER-GENERAL AND UN-EXPO STEERING GROUP The role of UN Commissioner-General for Expo Milano 2015 was held by Eduardo Rojas-Briales from February 2013 to 31 July 2015 and Fernanda Guerrieri from 1 August 2015. The Commissioner-General was assisted by a Steering Group composed of senior representatives of the three UN Rome-based agencies (Marcela Villarreal for FAO, Josefina Stubbs for IFAD, and Claudia Von Roehl for WFP) and of the Expo 2015 S.p.A.

Clara Velez Fraga Coordinator Antonella Porfido Creative Director Giacomo de’ Besi Knowledge Management and Operations Consultant Eliana Haberkon Partnerships Consultant Andrea Tornese Media Relations and Communications Consultant Aoife Riordan Communications Consultant Katia Meloni Events and Protocol Consultant Florencia de Castro Junior Communications Consultant Clara Axblad Junior Events Consultant Silvia Guzzi Administration

STAFF SUPPORT FROM THE UN ROME-BASED AGENCIES In addition to the individuals that made up the UNExpo team, the following people from the Romebased agencies contributed significantly to the UN's participation in Expo Milano 2015:

Bettina Prato, Lead Global Engagement Specialist, IFAD; Marta Laurienzo, in her role as Donor Relations Officer, WFP; Francesco Luna, in his role as Donor Relations Officer, WFP; Sabina Zaccaro, Media Relations Consultant, FAO; and, Vanessa Curcio, Communications Consultant, FAO.

About us 141



The success of the United Nations’ horizontal participation model at Expo Milano 2015 would not have been possible without the important contributions of the Italian Government, the Expo’s organisers, UN agencies and entities, partners, sponsors and individuals, who ensured that the UN Itinerary and its content were of exceptional quality. This was something that had never been done before at a World Exposition and a concept that at first, was difficult to envisage and bring to life. It was a process that evolved dramatically over almost 3 years and with your help, we made it happen. There were so many people that it is difficult to name each of you individually. The UN-Expo team greatly appreciates and values the time, effort and commitment that you all invested in making this participation model not only a reality, but also a success. It was a pleasure and honour working with you. Thank you.



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