Generation Europe Foundation SHAPING THE FUTURE
Engaging tomorrow’s decision-makers, today
contents
introduction
4
the Generation Europe spirit
5
what Generation Europe does
6
the flagship
7
research & online surveys
8
Shaping the Future youth summits
9
the Generation Europe online community
10
what Generation Europe can do for you
11
introduction
“small is beautiful if you think big” I’ve always been fascinated by people who have a vision of the future, who can see the big picture and place it in a political and moral context which makes sense for future generations. In creating the Generation Europe Foundation I make no claim to being a visionary but simply to being concerned for future generations in this increasingly complex and consumer driven world. For the last twelve years my challenge has been to create understanding of issues such as citizenship, sustainability, balance and ethical responsibility among young people in a non political, non biased and non patronising way. Europe has been my playing field – the wider Europe, tomorrow’s Europe. In some EU circles my nickname is the ‘lone crusader’ but it’s a title I’m proud to bear because I believe that only perseverance pays and eventually you can succeed in anything if you believe passionately in it. Many people, organisations and advisors too numerous to mention have helped us over the years – and my thanks to them all. It’s not always been easy and we have struggled to persuade the public and private sectors to work together to address the issues that concern young people. But Generation Europe will continue to strive to engage young people’s interest in current affairs and to empower them with information that they might not find easily in other media. These issues will affect them in the future. Our success depends on how far we and our partners can create a communication platform which responds to future needs. Only time will tell if we have been successful. One thing is certain: we’ve certainly enjoyed trying!
Catie Thorburn Founder and President
the Generation Europe spirit
Generation Europe is… • • • •
trusted, responsible, ethical experienced; 12 years old and going strong in 27 EU member states, Serbia and Turkey
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the only organisation who delivers corporate responsibility messages to students simultaneously in all European countries (60% of countries have banned corporate branded messaging in schools) already delivers product to 3.5 million students (15-19 year olds).
and is actively involved with … •
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the European Commission – 13 Directorates General: DG Agriculture, DG Communication, DG Consumer Protection & Health, DG Environment, DG Research, DG Enterprise & Innovation, DG Employment & Social Affairs, DG Development & EuropeAid, DG Justice, Freedom and Security, DG Trade, DG Budget, DG External Relations the European Parliament the European Economic & Social Committee most national Ministries of Education, Environment and Consumer Protection in all 27 EU member states several European teachers’ unions and trade associations European think tanks NGOs and authorities in EU candidate countries Youth organisations
what Generation Europe does
Generation Europe educates and empowers young people to be better informed of their rights and responsibilities as European consumers and citizens in a fast-changing world. Generation Europe provides content on themes often not covered in other media which include: consumer rights, lifestyle, health, environment, employment, enterprise etc. Generation Europe listens to the views of young people via online surveys, forums and events.
Generation Europe & the role of business in society‌
Brands (and their products) are often taboo in educational environments. Providing balanced, non-propaganda resources via socially responsible messages is however acceptable – if endorsed by a reputable source. Generation Europe has the experience and logistics knowhow to develop, create, translate and deliver information campaigns and projects to young people – through schools and online. Brands can participate in youth opinion surveys which can then be fed into policy making/political level of European institutions.
the flagship
Generation Europe’s pan-European flagship is a media to communicate messages to young people. It reaches young people, teacher and parents and crosses EU cultural and language barriers. The flagship “Europa Diary”, a content-based secondary school diary is currently funded by the European Commission. The 5th EU funded edition – 2009-2010 – will reach 3.3 million 16-18 year olds and their teachers across the EU. This know-how to produce educational material for secondary school teenagers has been developed hand-inhand with the public sector over the past twelve years. A primary school diary also exists. Logistics and database management is controlled centrally to help national partners in each target country. • • • • • • • •
used daily (in 2008-2009) by 2.8 million 16 -18 year olds in 27 EU member states for approx’ 32 weeks per year up to 11,760,000 ‘opportunities to see’ per day! distributed free on request along with a Teacher’s Guide suggesting class activities used as teaching material (in some countries use of the diary is mandatory) feedback from schools indicate that 98% wish to receive it again
A diary concept can be created • on any theme, • for any age, • in any language.
research & online surveys
Generation Europe conducts research and runs surveys on various topics of interest to both the 19-29’s and the public/private sectors.
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on and offline youth opinion surveys run in any language on almost any topic rapid mobilisation via GEF young ambassadors in wider Europe (19 -29 year olds who are eyes and ears in their country) additional promotion to an established database of youth organisations. geographic coverage across the wider Europe
Research, insight and critical analysis to 19 - 29’s
Shaping the Future youth summits Generation Europe organises “Shaping the Future” events offering a two-way communication platform between the young and the public and private sectors.
• Davos-style events with young people selected via cyber-elections representing their country and generation
• offering a youth dimension to events
• all events prepared via online interactive surveys
• lively, televised
• themes oriented to the future including employment and the role of business in society
• piggy-backing on world events • outcome fed back to political actors and private sector
the Generation Europe online community Besides reaching over 3 million 15-18 year olds across and beyond the EU thanks to the Europa Diary, Generation Europe keeps in touch with the 19-29 via an online community.
Over 6,000 members across the wider Europe and beyond. GE Ambassadors as Generation Europe’s eyes and ears on the ground, from the EU to the Southern Caucasus.
• bi-monthly online polls • monthly debates online • various forums of discussion online • a jobs & internships section specifically targeted at young professionals • GE Vibes, a monthly magazine to keep the wide-spread community abreast of GE and EU news all on www.generation-europe.eu.com
what Generation Europe can do for you
1. Generation Europe can create themed products for the 8 - 18 age group. Pan European legislation/market trends suggests these topics: • Health, including addictions, drinking, smoking, drugs • Environment, including water & energy • Internet, including safety & internet addiction • Employment, including future careers, decision making, spirit of enterprise These can be delivered through existing process of schools engagement or through media partnering.
2. Generation Europe can facilitate pan-European quantitative research projects amongst the 15 – 29 age group. This research can focus on attitudes of young people to issues such as environment/climate change, energy, political apathy, employment, volunteering etc.
3. Generation Europe can add a youth dimension to events. Generation Europe can create events, piggy back on existing events and uniquely, co-operate with existing European policy/political summits.
Generation Europe successfully uses its network of young ambassadors to market events and surveys, using peer-to-peer marketing.
Generation Europe is a delivery mechanism for other projects to reach students.
www.generation-europe.org www.generation-europe.eu.com 123 ChaussĂŠe St-Pierre . 1040 Brussels . Belgium tel +32 26 48 15 42 . fax +32 26 48 83 61
Engaging tomorrow’s decision-makers, today