Gulf of Finland Year 2014
3 success stories of communication + 1 challenge
Saara Reinimäki Finnish Environment Institute SYKE
MARINE SCIENCE COMMUNICATORS’ NETWORKING MEETING
22.9.2015
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Finnish Environment Institute SYKE & Marine Research Centre
● Research institute and centre for environmental expertise
● Part of Finland's national environmental administration
● Marine Research Centre○ Aranda○ Monitoring & research○ Coordinating FINMARI
● For more information: www.syke.fi
© Lum
iaro
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● A joint theme year of Finland, Russia and Estonia○ Scientific co-operation:
monitoring, data-exchange, seminars
○ Environmental education○ Networking of researchers,
decision-makers, NGO’s
● More information: www.gof2014.fi @GoFY2014 #gofy2014 www.facebook.com/gof2014
Gulf of Finland Year 2014 -project
● Ensimmäinen taso○ toinen taso
• kolmas taso
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Otsikko Arial Black 24pt sininen
1. Networks
● Ensimmäinen taso○ toinen taso
• kolmas taso
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Otsikko Arial Black 24pt sininen
Why a success?Effective way to spread the messages and materials, reach new audiences, get involvement.
Possible drawback: messages can get diluted or twisted.
Developed networks in the project:• Public Councils (public, private sector, NGO’s, representatives
of coastal cities & municipalities)• Environmental educators network (Finnish & international)• Research institutes, researches and experts• The Baltic Sea communicators network in Finland
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2. Events(Lots and lots of them,to different audiences with different content)
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Why a success?- Easier to execute with networks & partners,
eventhough take time & effort.- Possibility to add an exciting, surprising element to
facts and research-based information. - Possibility to make an impact through an
experience.
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3. Old content, new format?
© Y
hteishyvä
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Over 2 million (~36%) Finns received information about the Gulf of Finland through a customer loyalty magazine ”Yhteishyvä” during 2014.
The stories were short & plain focusing on challenges of the Gulf.
Content cooperation even without new research infomation was a success. The stories were published in 5 numbers throughout the year.
© Y
hteishyvä
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© Juha Flinkman
A personality test ”which creature of the Gulf of Finland you are?” got over 12 000 users activated within 2 months. Test was based on real features of the creatures with a humouristic twist:http://yle.fi/aihe/artikkeli/2015/07/01/upottaudu-itamereen-mika-suomenlahden-elio-olet
Test was done & published in cooperation with YLE, a public service broadcasting company, which marketed the test aggressively as a part of their Baltic Sea theme month.
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© Juha Flinkman
Questions like: ”describe your diet”, ”where & how do you like to spend your time”, ”when do your romantic feelings arise?” created a personal connection to the benthic creatures and a wish to know more about them.
Also a great opportunity to link & lead to other relevant content about the subject.
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© Juha Flinkman
”Congratulations! You are a mudsnail!”
Possibility to share your result & invite others to test themselves.
Many did the test several times to find out more about the creatures.
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1. Challenge:Local understanding
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Effective communication requires understaning of the culture and language.
With international projects that means you need a local counterpart / network to help to disseminate info & materials, to multiply the local success stories into international ones.
Languages matter. Nothing beats the mother tongue.