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

2

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

3

● 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

4

Otsikko Arial Black 24pt sininen

1. Networks

● Ensimmäinen taso○ toinen taso

• kolmas taso

5

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

6

2. Events(Lots and lots of them,to different audiences with different content)

7

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.

8

3. Old content, new format?

© Y

hteishyvä

9

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

10

© 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.

11

© 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.

12

© 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.

13

1. Challenge:Local understanding

14Thank you!

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.