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Creativity and target-oriented campaigns for social media dissemination – Interview to Mulab

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How important are social media to reach the targets of your EU projects?

I think this depends on the type of project. In some cases, communication seems closely linked to objectives that adhere perfectly to a specific target on one particular social media. And in this case, the social presence is almost transformed into an essential aspect of the project itself. In some training-related projects, we have often used social media as cognitive environments, tools for reflection on one’s skills, or an opportunity to generate new forms of digital storytelling.

How did the social media communication, of EU funded projects, changed during COVID19 pandemic?

Due to the suspended life that we all experienced during the pandemic period, social media has become one of the main communication channels to stay connected personally, publicly, and even internationally. This also applies to EU projects, which have seen mobility stopped, and activities moved totally online. This caused a decidedly more intensive use of Social Media and, in some way, also felt and shared as the only possibility to show the work done.

In your projects you engage actively your targets, especially young people, in co-design and implement social media campaigns. How do you do that?

In some projects, we like that a sense of ownership develops and from our experience, this is an important and empowering moment that has a positive impact on the projects. We facilitate a process, make sure that young people find their voice and ways (even creative!) to express themselves on problems, contradictions, and imagine how they would like the world they live in and what they would do to improve it!

How important is having a team of creatives to support social media communication in complex projects like the EU ones?

We define ourselves as a creative organisation, and many of us are creative in different fields, so it is fundamental for us. We approach every aspect of our activities through the lens of creativity. We believe it can be important for everyone to find and explore different answers, methods and languages in social media communication.

One suggestion, on social media communication, from your side for other organisations working on EU project.

Engage with the reality that surrounds and seize the opportunities that come from everyday life to connect the themes of the projects and convey quality content that can engage, make young people think and take action.

One mistake not to repeat and a golden rule to be used on social media to best promote EU project?

In our opinion, a mistake could be performance anxiety, so don’t be obsessed with metrics and not necessarily pursue numerical success because numbers can have multiple interpretations.

While the golden rule is “being empathetic” with your target and your community and giving value. Show don’t Sell.

Enzo Pellegrini and Anna Maria Piccoli of MuLab caught by surprise in an "unofficial" shot during the final event of the EU Project Talent Matching Europe at the MoCA (Musem of Contemporary Art) Skopje. Of course, the photo ended up on social media without approval.
Enzo Pellegrini and Anna Maria Piccoli of MuLab caught by surprise in an “unofficial” shot during the final event of the EU Project Talent Matching Europe at the MoCA (Musem of Contemporary Art) Skopje. Of course, the photo ended up on social media without approval.

 

Contacts

Website: mulab.it
E-mail: info@mulab.it
Facebook: facebook.com/Mulab.it

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