What do you get when you combine European social policy with a “Battle of the Bands” contest? The European Social Sound (ESS) project is an innovative initiative to spread information about EU funding opportunities to a new generation of Europeans.
- 13 October 2016
Music is the universal language par excellence and is able to speak to everyone. Live music is perhaps the last socially shared activity in a social media-dominated society, and seemed to be the right answer to bring people together and to come into contact with the European Union’s institutions.
The objective was simple: to develop new strategies for communicating to a young population that is typically disengaged with the happenings and opportunities provided by the European Union. Instead of offering the typical meetings, seminars and workshops, the ESS project received EUR 42 960 in funding from the European Social Fund to package this information into a live music concert paired with dynamic multi-media presentations and an interactive social media campaign. The end result was a revamped image of EU institutions as a modern, involved entity with a vision in line with the next generation of European leaders.
Rock ‘n information
To kick off the 2014-2020 programming period, project organisers held a multi-levelled “Battle of the Bands” style contest that travelled across the Umbria region. Performances covered all genres and ages, with acts competing for a range of prizes. Bands were judged both by a panel of local celebrities and by the audience, who could cast their vote via remote voting devices.
Between bands and sets, information was presented about the EU and the ESF Umbrian 2014-2020 programme. But these were not the usual EU presentations. Gone were the PowerPoints, bureaucratic language and boring suits and ties. This was a music festival after all – and the presentations mimicked the energy of the bands competing on stage. These visual, multi-media presentations used a storytelling approach, with young people talking about real experiences and how the ESF has changed their lives.
It’s a hit!
When all was said and done, the event rocked – both literally and figuratively. Over 3 000 people attended, which is the equivalent of 1 out of every 298 inhabitants in Umbria. Furthermore, 58 % of all attendees came from the targeted 15 to 29 year-old age range.
According to feedback received by event organisers, 89 % of all attendees liked the initiative, with 92 % indicating they wished the region organised more events like this. Perhaps most importantly, 81 % of respondents said they understood the information that was presented regarding EU funding.
The event proved to be such a hit that it is already being replicated in other regions. Thanks to the first Interregional Institutional Agreement on Communication ever signed in Italy, the Umbria ESS format was transferred to Sardinia, which recently held its own music festival. The initiative is also going national, with an Italy-wide event planned for 2017.
Total investment and EU funding
Total investment for the project “European Social Sound” is EUR 100 000, with the EU’s European Social Fund contributing EUR 42 960 through the “Umbria” Operational Programme for the 2007-2013 programming period.