Communication and awareness
Enhancing the awareness of the broad public on bio-based products and applications and their benefits is essential for the public acceptance and the success of a bioeconomy. This requires a comprehensive and continuing communication programme with ‘science-based’ facts and figures and well-formulated key messages, which address capabilities and benefits as well as risk management of (new) bio-based products. The specific challenge is to communicate at the right moments, with the appropriate key messages on what bio-based products are and can be used for, their benefits for man and environment and the role of the bio-based industries, while also addressing the concerns of the society. This communication programme needs to closely cooperate with communications programmes within H2020 on bio-based products and to Regional activities addressing the same to achieve synergy.
- Measured increase of societal confidence related to (new) bio-based products and bio-based industries.
- Measured increase of awareness and acceptance of bio-based products by society.
- Increased engagement by end-consumers in a bioeconomy.
Develop well-formulated, science-based facts and figures on bio-based products, key messages on benefits and risk management, addressing societal concerns. Develop case studies on practical solutions for end-users and involve organisations representing the society at large. A communication programme utilising the appropriate key messages for the target audiences should also include a feedback loop to incorporate citizens reactions and for continuous improvement of the programme. Other key messages should include the benefits of a bioeconomy, and the contributions the bio-based industries bring to communities at large in terms of jobs and economic growth, of welfare and wealth. Proposals should address the following elements:
- Case studies on specific practical solutions for end-consumers that cater to societal needs or concerns.
- Consultations with the involved stakeholders in order to ensure that the developed ‘common language’ for communicating across value chains is meaningful and will be accepted by the broader stakeholders’ communities.
- Produce tailored communication tools, including workshops, conferences and exhibitions for the respective target audiences to maximise outreach and facilitate debate.
- Carry out market surveys to measure progress in consumers’ engagement, market-uptake of bio-based products, public acceptance of the socio-economic and environmental benefits of bio-based industries. Survey results should be used to adapt priorities and communication key messages.
- Increase public confidence by providing clear information on the performance, (comparative) functionality and end-of-life options of bio-based products.
- Develop together with societal and research organisations and in cooperation with educational organisations teaching materials for use in educational systems at various levels (primary, secondary, vocational, university) across the EU.
- Explore possibilities for synergy with regional activities and EU initiatives (e.g. European Innovation Partnerships) that address similar needs.
- Build on and coordinate with ongoing Horizon 2020 projects dealing with communication and public consultation in the field of bio-based productsa communication programme to overcome the lack of information on bio-based products and to mobilise engagement and raise awareness among citizens and various stakeholder groups.
It is considered that proposals with a total eligible budget of up to EUR 1 million would allow this specific challenge to be addressed appropriately. Nonetheless, this does not preclude submission and selection of proposals with another budget.