Europeana Food and Drinkfoodanddrinkeurope.eu/wp-content/uploads/2016/05/D5.4-Interim...Europeana Food and Drink products and on the Food and Drink consortium partners. The original

Europeana Food and Drink – D5.4 – Interim Community Engagement Impact Report

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Grant Agreement 621023

Europeana Food and Drink

Interim Community Engagement Impact Report (Resubmitted February 2016)

Deliverable number D5.4

Dissemination level PU

Delivery date Month 26

Status Final

Author(s) Lise Schauer (SHIFT)

This project is funded by the European Commission under the ICT Policy Support Programme part of the Competitiveness and Innovation Framework Programme


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Revision History

Revision Date Author Organisation Description

V0.1 02.02.2016 Lise Schauer SHIFT First Draft

V0.2 03.02.2016 Angelika Leitner ONB 1st Review

V0.3 05.02.2016 Katy Swainston KEEP 2nd Review

V0.4 08.02.2016 Vasia Pierrou PS 3rd Review

V0.5 09.02.2016 Breandán Knowlton SHIFT Comments

V1.0 10.02.2016 Lise Schauer SHIFT Incorporating the comments and additions and finalizing

V1.1 12.02.2016 Susie Slattery CT Final review

Statement of originality: This deliverable contains original unpublished work except where clearly indicated otherwise. Acknowledgement of previously published material and of the work of others has been made through appropriate citation, quotation or both.


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Content

1 Introduction .................................................................................................................. 4

1.1 Purpose of this deliverable ...................................................................................................... 4

1.2 Brief overview of Work Package 5 ........................................................................................... 5

2 Evaluation framework .................................................................................................. 6

3 Data collection ............................................................................................................. 8

4 Measures ...................................................................................................................... 9

4.1 Limitations ................................................................................................................................ 9

5 Engagement events ..................................................................................................... 9

5.1 Timing of events .................................................................................................................... 10

5.2 Engagement event scale ....................................................................................................... 10

5.3 WP5 events held between January 2014 - January 2016 ..................................................... 12

6 Results ........................................................................................................................ 14

7 Reflections, lessons and conclusions...................................................................... 16

7.1 Lessons.................................................................................................................................. 17

7.2 WP5 events planned between February 2016 - July 2016.................................................... 18

8 Conclusions ............................................................................................................... 20

9 Appendix - Detailed descriptions of EFD engagement events ............................... 21

9.1 SHIFT - Pub crowdsourcing for book content: 12 events (18 Feb 2015 - 6 May 2015) .......... 21

9.2 HM - Food Glorious Food (26 Sep 2015) ................................................................................. 22

9.3 UNIROMA1 - Quiz at the ChocoDay (11 Oct 2015) ................................................................. 22

9.4 FEP - Presentation at Frankfurt Book Fair (14 Oct 2015) ........................................................ 22

9.5 HM - ‘Secret Late’ quiz based on EFD content (12 Nov 2015) ................................................ 22

9.6 CAG & KMKG - Heritage cake baking action (12 - 22 Nov 2015) .......................................... 24

9.7 CAG & KMKG - Week van de Smaak crowdsourcing: 7 events (12 - 22 Nov 2015) ............... 25

9.8 SHIFT - Book and eBook launch (17 Nov 2015) ...................................................................... 27

9.9 CAT - EFD promotion at food fairs in Spain (20 Nov, 12 Dec, 19 Dec 2015) .......................... 27

9.10 ICCU - Wikisource transcription contest (28 November - 8 Dec 2015) ................................... 28

9.11 ONB - Austrian launch of the eCookbook (19 Jan 2016) ......................................................... 30

9.12 VUFC - Lithuanian launch of the eCookbook (25 Jan 2016) ................................................... 31


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1 Introduction

1.1 Purpose of this deliverable This document is the resubmitted D5.4 Interim Community Engagement Impact Report, which aims to show the impact of the community events that have happened within Work Package 5 of Europeana Food and Drink, on the project as a whole, on the individual Europeana Food and Drink products and on the Food and Drink consortium partners. The original D5.4 was submitted in June 2015 and rejected during the technical project review in December 2015. This resubmitted deliverable aims to address the reviewers’ recommendations, noted below.

“The report focuses on events organized for the eBook/pubs and makes minimal reference to other WP3 applications. The largest part of the document repeats descriptions of activities and results already presented in previous project deliverables and does not sufficiently discuss actual impact of the WP5 activities on the applications and the project as a whole. Impact is discussed only for the pub-events (i.e. for only 1 of the applications). Given this lack of generilisability, the comments of the Year 1 review report under WP5 have not been adequately addressed. In terms of impact indicators discussed in the document, the claim that qualitative indicators are more appropriate for measuring impact of the community engagement events is not always well grounded. For some of the applications large numbers of participants to the project events (e.g. in relation to the crowd-sourcing events) would be very impactful. Therefore, this deliverable cannot be approved and needs to be resubmitted within 2 months. It is necessary that updated version presents a comprehensive view of the impact across all applications and project as a whole also in relation to the original DoW.” Extract from the Remote review report, page 12

In this report we will review the impact of the Work Package 5 events on all Food and Drink applications and demonstrate the impact on the project as a whole, thereby addressing the above recommendations in two ways. Firstly, by the introduction of an overarching evaluation framework, which makes it possible to use objectively verifiable indicators to show proof of impact. A logframe, or logical framework, is a standard tool for defining and evaluating projects, where the main elements of a project are structured in a hierarchical way and the logical linkages between them are highlighted. The evaluation framework criteria we have used take into account the reviewers’ recommendation of a closer connection between Work Package 5 and Work Package 3 and will enable Work Package 5 to show real impact on the project and its products. Secondly, this deliverable focuses on showcasing a comprehensive view of community engagement events that have occurred between the start of the project and January 2016. (The listing in this revised version of D5.4 overlaps with some that have subsequently been described in D5.5, which was submitted in November 2015.) The engagement events that are still planned are also listed. In addition, the deliverable shows how these events are directly related to the Food and Drink applications, the project as a whole and the Europeana Food and Drink content base, as well as their impact.


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1.2 Brief overview of Work Package 5

As previously discussed in Deliverables 5.1 and 5.5, Work Package 5 has been focusing on audience development as part of the strategy for creating commercially viable products as well as building more visibility for and awareness of Europeana Food and Drink. In order to reach the right audiences for the project, Work Package 5 has been establishing partnerships with creative and commercial organisations who already have an existing active audience and can bring their marketing and dissemination experience to bear. These organisations include Dr Oetker, Slow Food, Birchall Teas, Halsgrove Publishing and the Torun Festival of Arts and Sciences. Creating partnerships with these organisations not only enables access to audiences, but also to opportunities for helping these organisations gain a better understanding of the type of resources that Europeana Food and Drink has available and how they can be used. The Food and Drink partners are encouraged to create relationships around both the Food and Drink products and the engagement events. This links in part to the work that is being done on public and private partnerships in Work Package 4. The timeline for the activities within Work Package 5 over the lifetime of the project has been laid out as follows:

Action Timeline

Organisation of workshops for audience development of Food and Drink products, including identification of creative and commercial partnerships

Jan – Jul 2014

Consultation phase with all Food and Drink consortium partners and creation of public engagement resources

Jul 2014 – Jan 2015

Organisation of public engagement events that create engagement with the Food and Drink project, its products and the Food and Drink consortium partners

Jan 2015 – Jul 2016 (project end)

Evaluation of public engagement events and their impact on the Food and Drink project, the products and the consortium partners

Jul 2015 - Jul 2016 (project end)

Currently, the effort in Work Package 5 is divided between running the public engagement events and evaluating them. In addition, work is being done on the development of the technical demonstrator product, which will strengthen the link between the Europeana.eu and crowdsourcing platform Historypin.org, allowing for an easier way to elicit crowdsourced additions to Europeana’s digital cultural resources. It is anticipated to have a first production version of this product by the end of March 2016 and the final iteration by end of June 2016. In order to enable as many contributors to enrich Europeana Food and Drink’s collections through Historypin.org as possible, Work Package 5 has also started a translation project to ensure the crowdsourcing website is available in more languages than English. The Spanish translation of Historypin.org is scheduled to be finished by end of February 2016 and translation into Greek, French and Dutch have been planned. All engagement events that are still planned will be organised and evaluated before the end of the Europeana Food and Drink project in July 2016.


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2 Evaluation framework As per the reviewers’ recommendations, Work Package 5 is focusing strongly on measuring the quantitative and qualitative impact the public engagement events are having on the Europeana Food and Drink project, its applications and its consortium partners. The targets for the events’ impact have been established using the section on impact on page 13 and 14 in part B of the Description of Work. The main tool that Work Package 5 is using to measure this impact is a logframe (Logical Framework). As mentioned in the introduction, a logframe is a way of organising the main goals and outcomes of a project as well as providing an objective way to measure these. The logframe encourages logical progression from single activities through to the project’s goal, and helps its users to ensure that all project activities have a clear connection to this goal. The logframe presented below is based on the requirements and objectives for the Europeana Food and Drink project as stated in the Description of Work. It shows the overall goals and outcomes of the project, as well as the outputs and activities needed to achieve this goal. Because the various strands of work within the Europeana Food and Drink project are intertwined, but ultimately managed by different Work Packages, this logframe shows the outcomes, outputs and activities that the Community Engagement Work Package (WP5) is responsible for, which are classified under the themes of Awareness and Partnerships. These activities, outputs and outcomes lead to wider reuse of Europeana’s digital cultural resources, which is the overarching goal of the Europeana Food and Drink project. Narrative Summary Objectively verifiable

Indicators Means of Verification Assumptions /

Risks

Goal

Digital cultural resources available through Europeana are being reused more widely and thus boosting creativity and business development across Europe.

European policy on digital cultural heritage and Europeana remains favourable.

Outcomes

Awareness Awareness Awareness The F&D resources remain available for access and reuse beyond the project’s lifetime.

Efforts to promote the F&D resources to new

The project makes creative industries, commercial organisations and the general public more aware of Europeana’s digital cultural resources.

Mention of Europeana in news items and blog posts about engagement events

More than 50% of surveyed event attendees state that they are intending to learn more about Europeana

Events with a crowdsourcing element attract participants with materials that they wish

Screenshots of news articles and blog posts

Event evaluation sheets

Number of crowdsourced materials


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Narrative Summary Objectively verifiable Indicators

Means of Verification Assumptions / Risks

to contribute to Europeana

audiences are sustained beyond the project’s lifetime

Partnerships Partnerships Partnerships

The project creates partnerships that bring together cultural institutions, creative industries and commercial organisations around Europeana’s digital cultural resources.

Increase in number of requests for partnerships that F&D partners receive from creative and commercial organisations

Transcriptions of debrief calls with Europeana Food and Drink partners and list of new partnerships provided by F&D partners

Outputs

Awareness Awareness Awareness F&D partners will be effective in sustaining partnerships through internal staff changes.

At least 6 public engagement events that involve either a commercial product, the F&D resources or the hosting partners’ collection, targeting creative industries, commercial organisations and/or the general public.

An F&D consortium that is more experienced in promoting awareness and reuse of Europeana’s digital cultural resources.

Crowdsourcing tools on Historypin.org which showcase the Europeana Food and Drink content base and invite online engagement

Number of events hosted by F&D partners

Display of Europeana Food and Drink logos at events

Number of event attendees

Number of partners involved in engagement events

Increased confidence in promoting awareness and reuse of Europeana’s digital cultural resources among F&D partners

Existence and quality of Historypin.org crowdsourcing tools, and connections to Europeana metadata

Write ups of events by F&D partners

Photographs of events

Attendee lists provided by F&D partners


Transcription of debrief calls with F&D partners and transcription of consultation calls with F&D partners

Europeana Food and Drink Deliverable 5.2


New partnerships between cultural institutions, creative industries and commercial organisations have been established to promote the Europeana resources and the commercial products.

Tools, guidance and methodologies to help build more new partnerships between cultural, creative and commercial partners.

Number of partnerships established between F&D partners and creative / commercial organisations within the lifetime of the project

Documents outlining frameworks and recommendations to support future partnerships

List of new partnerships provided by F&D partners

Europeana Food and Drink Deliverable 5.6 and 4.6


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Narrative Summary Objectively verifiable Indicators

Means of Verification Assumptions / Risks

Activities

Awareness Awareness Awareness

Create and implement a community engagement strategy

Create crowdsourcing tools

Organise a series of public engagement activities with target audiences; to build partnerships and drive demand for F&D resources and commercial products; and to make audiences aware of Europeana’s digital cultural resources

A written community engagement strategy

Crowdsourcing tools on Historypin.org

Plans for public engagement events, photographs and attendance numbers

Europeana Food and Drink Deliverable 5.1 - Community Engagement Strategy

Europeana Food and Drink Deliverable 5.2 - Community engagement platform



Synthesise the lessons learned about partnership building from the community engagement events through calls with F&D partners

Number of debrief calls done with F&D partners about community engagement events

Debrief call logs and analysis notes

Using this logframe as a visualisation of the project’s goals and objectives, one can see which types of data will have to be collected in order to measure the impact of the work that has been done in Work Package 5. This data will then show whether the engagement events were able to make creative organisations, commercial businesses and the general public more aware of Europeana Food and Drink, the Food and Drink applications and the Food and Drink consortium partners. It will also show whether the organisation and running of engagement events has increased the number of partnerships between cultural and commercial organisations.

3 Data collection Based on the Objectively Verifiable Indicators in the log frame, the following data collection points have been identified. All Food and Drink consortium partners who are running or have run engagement events have been asked to provide the WP lead with:

1. At least 5 evaluation sheets per event, filled out by event participants

2. A write up of the event by the organising consortium partner, detailing success and

lessons learned

3. Photographs of the event

4. Attendance numbers

5. A debrief phone call between the organising consortium partner and the WP lead


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The WP lead has developed resources for all Food and Drink partners to help make this reporting quick and precise. These resources include template evaluation sheets and event write-up sheets relating to the objectives and indicators for the project, which have been discussed in more detail in D5.5.

4 Measures The information gathered during the data collection process will be judged against the ‘Outcome and Output’ objectives noted in the logframe above (item 2). Using this framework we will be able to objectively evaluate whether the engagement events have successfully raised awareness for Europeana Food and Drink project.

4.1 Limitations Any method of data collection and evaluation has its limitations. Because the Europeana Food and Drink consortium partners are all running their own events which vary in focus and execution and are individually responsible for collecting data at their event using the evaluation sheet provided by the WP lead, there might be fluctuations in the number of evaluation sheets collected and in quality of the data. To counteract this, the Work Package lead has requested that each partner provides at least 5 completed evaluation sheets per event. In addition, it is difficult to show the direct impact of these events on Europeana.eu, as the events organised under Work Package 5 are only one intervention in the larger context of Europeana Food and Drink, and additionally within the context of all Europeana projects that are currently running. The reasoning within the logical framework presented above is that, as creative and commercial industries and the public become more aware of the Food and Drink applications and the Food and Drink project in general, the events and other activities within Work Package 5 contribute to a rising awareness of, and therefore access to and reuse of, Europeana’s digital cultural resources. Finally, as this deliverable is an interim community engagement report, there is still data to be collected between now and the end of the project. The final analysis of the impact the engagement events had and recommendations for future policy and decision making will be presented in D5.6, which is due to be submitted in May 2016.

5 Engagement events This section describes the engagement events that have been organised up to January 2016 and showcases the results of these engagement events as measured by the logframe introduced above. The main audiences for this awareness raising are commercial businesses, creative organisations and the general public. The method of raising awareness is the organisation and running of at least 6 public engagement events. These public engagement events have been organised and planned by Food and Drink consortium partners. Resources for planning and running these events, including manuals for using the crowdsourcing platform Historypin.org, have been provided to partners by the WP lead in Deliverable 5.3.


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In addition to planning and running engagement events that are focused on the Food and Drink products, consortium partners have also organised engagement events around the Food and Drink content base and the opportunity for reuse by creative and commercial organisations. The organisation of these events by all consortium partners has been a strong catalyst for new partnerships between F&D partners as cultural institutions on one hand and food and drink businesses or creative companies on the other. The general public in the shape of local communities and food and drink interest groups have also been involved.

5.1 Timing of events The milestones for WP5 in the DOW state that in month 16 (April 2015), three engagement events were to be organised to meet Milestone 19, and in month 23 (November 2015) three further engagement events were to be organised to meet Milestone 20. Before the end of April 2015, 10 events were organised. However, as noted by the reviewers, these events were all related to the book and eBook product and were focused on gathering crowdsourced contributions for these two products. This was a result of the early content focus and audience identification carried out by the book product team, and also the decision of the WP5 leadership to use the book as a pilot example and early proof of concept, coinciding with the delay of the release of several other products in WP3. The delay in organising engagement events focused on the F&D products other than the book and eBook occurred because the full suite of F&D products was only available for launch and marketing in August 2015, rather than in April 2015. As soon as the products were available, those consortium partners that were responsible for the products organised engagement events around them. Between April and November 2015, a further 10 events were organised by consortium partners, these events with a very strong focus on creating awareness of and engagement with the mobile app, the exhibition and virtual exhibition, the eLearning resources and the Food and Drink content base in general.

5.2 Engagement event scale As can be seen below, the events that the Europeana Food and Drink partners have organised are heterogeneous, as the hosting partners and the associated products differ tremendously. The engagement events range from workshops with creative organisations to storytelling sessions with local community groups. As they are so different, it is helpful to classify these events on a sliding scale of consumer engagement from awareness to participation to contribution. Our scale begins with raising awareness about products, collections and the project, and culminates in actual contribution of additional materials that might be used to either update the products or enrich the Europeana Food and Drink content base. It can be expected that Awareness events attract a larger number of people than Participation or Contribution events, but that the engagement with the product or the Food and Drink project does not go as deep at Awareness events as it does at Participation or Contribution events.


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The engagement scale is as follows:

1. Awareness - the audience is aware of the product or project, e.g. it is presented to

them at a talk;

2. Participation - the audience participates in the community engagement event and is

actively engaged, e.g. at a workshop or a quiz;

3. Contribution - the audience contributes their own materials to the product or the

project, either online or offline, e.g. at a crowdsourcing event.

All Food and Drink consortium partners have classified their own past and future engagement events according to this scale during the Work Package 5 workshop at the All Partner’s meeting in Malta, at the end of November 2015.

Pictures from the WP5 Session at the EFD All Partner’s meeting Malta, Nov 2015


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5.3 WP5 events held between January 2014 - January 2016 The events in the table below are organised by partner, then date.

Partner Focus Event description Date Event category

Commercial / creative partners involved

Attendees

Materials gathered (if crowd-

sourcing)

SHIFT Book / eBook Pub crowdsourcing for book content

18 Feb 2015

Contribution

The Magpie and Stump pub 4 5

25 Feb 2015 The Old Eagle pub 5 2

23 Mar 2015 The Queen’s Head pub 2 0

2 Apr 2015 The Hope pub 4 6

10 Apr 2015 The Bell Inn pub 2 13

13 Apr 2015 The Duke’s Head pub 6 2

14 Apr 2015 The Alma pub 7 1

16 Apr 2015 The Pelton Arms pub 5 15

17 Apr 2015 The Bedford Tavern pub 3 0

22 Apr 2015 The Newman Arms pub 5 5

5 May 2015 The Railway Tavern pub 5 1

6 May 2015 The Antwerp Arms pub 12 1

Launch of Book and eBook 17 Nov 2015 Awareness The Magpie and Stump pub 93 n/a

HM

Tea trail Farmers’ market with tea tasting based on tea trail web app

26 Sep 2015

Participation

Birchall Teas 3466 n/a

Europeana F&D content base

‘Secret Late’ food quiz based on Europeana content

12 Nov 2015 Circus and storytelling artists, musicians

748 n/a

UNIROMA1 eLearning resources

Chocolate quiz at Chocoday using Europeana content

11 Oct 2015 Participation The Museo del Cioccolato 100 n/a

FEP

Book, eBook, picture library, Europeana F&D content base

Presentation of F&D products and content base

14 Oct 2015 Awareness Frankfurt Book Fair 15 n/a

CAG and KMKG

Exhibition and virtual exhibition

Heritage cake baking action 12-22 Nov 2015

Contribution

Vlaams Centrum voor Agro- en Visserij- marketing (Flemish Marketing Board for Agriculture and Fisheries)

100 n/a

http://magpieandstump.com/

https://www.facebook.com/oldeaglecamden/

http://queensheadlondon.com/

http://hopecarshalton.co.uk/

http://www.bell-inn.co.uk/

http://www.thedukesheadhighgate.co.uk/

http://thealmapubn1.com/

http://www.peltonarms.com/

http://thebedfordtavern.com/

http://newmanarmspub.com/

http://www.railwaytavernhotel.co.uk/

http://www.antwerparms.co.uk/

http://magpieandstump.com/

https://birchalltea.co.uk/

http://www.museodelcioccolato.com/

http://www.buchmesse.de/en/fbf/

http://www.vlam.be/

http://www.vlam.be/

http://www.vlam.be/


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Crowdsourcing event related to ‘Forgotten Foods’ theme

13 Nov 2015

Contribution Week van de Smaak (Week of Taste)

4 21

14 Nov 2015 9 12

15 Nov 2015 6 10

18 Nov 2015 15 97

20 Nov 2015 8 11

21 Nov 2015 11 11

22 Nov 2015 12 12

CAT Europeana F&D project

Presentation of F&D project and content base at the Collective of Food Artisans at Plaça del Pi, Barcelona

20 Nov 2015 Awareness Collective of Food Artisans 12 n/a

ICCU Europeana F&D content base

Wikisource transcribing contest using Europeana Food and Drink content

28 Nov – 8 Dec 2015

Contribution Italian version of Wikisource.org 102 n/a

CAT Europeana F&D project

Presentation of F&D project and content base at the Christmas Fair of Artisan Nougat in Cardedeu

12 Dec 2015

Awareness

Fira de Nadal 15 n/a

Presentation of F&D project and content base at the Truffle Fair in Centelles

19 Dec 2015 Centelles Truffle Fair 6 n/a

ONB eCook- book

Launch of eCookbook in Austria 19 Jan 2016 Awareness Food bloggers, Dionysos-Nosh restaurant, Kulinarisches Erbe Österreich

30 n/a

VUFC eCook- book

Launch of eCookbook in Lithuania 25 Jan 2016 Awareness Coffee roasters Crooked Nose and Coffee Stories

11 n/a

More detailed descriptions of the events that have happened, including photographs, can be found in the appendix.

http://www.weekvandesmaak.be/Op-de-Koffie

http://www.barcelonacityblog.com/en/2013/10/26/artisan-food-fair-placa-del-pi/

https://it.wikisource.org/wiki/Pagina_principale

http://www.firadenadal.cat/

http://www.catalunya.com/feria-de-la-trufa-de-centelles-1-1-12526?language=en

http://www.dionysos-nosh.at/

http://www.dionysos-nosh.at/

http://www.kulinarisches-erbe.at/startseite/

http://www.kulinarisches-erbe.at/startseite/

http://www.crooked-nose.com/en/

http://www.crooked-nose.com/en/


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6 Results The results of the community engagement events that have been organised and their relation with the impact indicators introduced in the section above are shown in the table below. As D5.4 is an interim report, please be aware data is still being compiled.

Impact on: Objectively Verifiable Indicators

Means of Verification Results as of January 2016

Outcomes

Awareness Awareness Awareness Awareness

The project makes creative industries, commercial organisations and the general public more aware of Europeana’s digital cultural resources.

Mention of Europeana in news items and blog posts about engagement events

More than 50% of surveyed event attendees state that they are intending to learn more about Europeana

Events with a crowdsourcing element attract participants with materials that they wish to contribute to Europeana

Screenshots of news articles and blog posts

Event evaluation sheets

Number of crowdsourced materials

See descriptions of events in the appendix

23% of surveyed event attendees state that they are intending to learn more about Europeana

In addition, 34% of attendees state that they intend to buy, download or otherwise engage with the Europeana Food and Drink products

115 items crowdsourced

Partnerships Partnerships Partnerships Partnerships

The project creates partnerships that bring together cultural institutions, creative industries and commercial organisations around Europeana’s digital cultural resources.

Increase in number of requests for partnerships that F&D partners receive from creative and commercial organisations

Transcriptions of debrief calls with Europeana Food and Drink partners and list of new partnerships provided by F&D partners

To be measured for D5.6

Outputs

Awareness Awareness Awareness Awareness

At least 6 public engagement events that involve either a commercial product, the F&D resources or the hosting partners’ collection, targeting creative industries, commercial organisations and/or the general public.

Number of events hosted by F&D partners

Display of Europeana Food and Drink logos at events

Number of event attendees

Number of F&D partners who have hosted engagement events


Photographs of events

Attendee lists provided by F&D partners

Write ups of events by F&D partners Transcription of debrief calls with F&D partners and

31 events organised

See descriptions of the events in the appendix

4823 attendees

11 F&D partners have hosted events


D5.2 was submitted in February 2015


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An F&D consortium that is more experienced in promoting awareness and reuse of Europeana’s digital cultural resources.

Crowdsourcing tools on Historypin.org which showcase the Europeana Food and Drink content base and invite online engagement

Increased confidence in promoting awareness and reuse of Europeana’s digital cultural resources among F&D partners

Historypin.org crowdsourcing tools

Number of comments on F&D projects on Historypin.org

transcription of consultation calls with F&D partners

Europeana Food and Drink Deliverable 5.2

Europeana Food and Drink projects on Historypin.org

32 comments

Partnerships Partnerships Partnerships Partnerships

New partnerships between cultural institutions, creative industries and commercial organisations have been established to promote the Europeana resources and the commercial products.

Tools, guidance and methodologies to help build more new partnerships between cultural, creative and commercial partners.

Number of new partnerships established between F&D partners and creative and commercial organisations within the lifetime of the project

Documents outlining frameworks and recommendations to support future partnerships

List of new partnerships provided by F&D partners



D5.6 is scheduled to be submitted in May 2016

Between January 2014 and January 2016, Europeana Food and Drink partners have hosted 26 engagement events as part of Work Package 5. These events all displayed the Europeana Food and Drink logo in their advertising as well as at the event location. The 26 events between them have attracted 4,823 participants. 23% of surveyed participants state that they intend to learn more about Europeana Food and Drink. Furthermore, 34% of surveyed participants state that they intend to buy, download, use or otherwise engage with one of the Food and Drink products. These percentages do not meet the targets that were set by the Objectively Verifiable Indicators in the logframe. The section below will provide some reflections and possible explanations for this. Those events with a crowdsourcing element attracted fewer participants in terms of numbers, which was as expected, but did collect 115 items for inclusion in the Europeana Food and Drink content base and as prompts for further community contributions on Historypin.org. 31 comments have already been made on the Food and Drink-related collections on Historypin.org. As can be seen from the list of events above, almost all Food and Drink consortium partners have made connections with one or more creative or commercial organisations in order to


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host their event. These organisations function as sponsors, venue providers, marketing networks, or as organisers of a larger event that act as context for the Europeana Food and Drink events. These partnerships have mostly been created specifically because of the Europeana Food and Drink project. Because this deliverable is an interim engagement report, more information on the number of new partnerships created and the extent to which Food and Drink consortium members are more confident in engaging commercial businesses, creative organisations and the general public with Europeana’s digital cultural resources will be provided in D5.6, which will provide the summative evaluation of all engagement events and recommendations for future policy and advocacy. The work done with the engagement events in WP5 also meets the KPIs for year 2, as outlined in the Description of Work. Where the KPI of 200 attendees for the engagement events in Year 1 was not reached because of a late launch of the Food and Drink applications and the focus on the smaller-scale crowdsourcing events for the book and eBook products, the attendee numbers for engagement events have since soared and have exceeded the Year 2 target at the time of writing. The KPIs and their status as of January 2016 are shown in the table below:

KPI Indicator Year 1 target

Year 1 result (June 2015)

Year 2 target

Year 2 (as of Jan 2016)

Participation in community engagement pilot events

Number of people participating in events

200 43 250 4823

Participation in Europeana Food and Drink exhibition

Number of visits to each location of travelling exhibition

100 n/a as

exhibition not ready yet

350

2312 visitors to the first location of the exhibition (Bakery Museum

in Veurne, Belgium)

Participation in Europeana Food and Drink virtual exhibition

Number of unique hits on the virtual exhibition webpage

2500 n/a as virtual exhibition not

ready yet 6000 9178

7 Reflections, lessons and conclusions

Reflecting on the activities of Work Package 5 up to now and on the success of these activities provides some insights into the way engagement with the Europeana Food and Drink project and its products has been established and what could be changed or improved. Firstly, the events were hosted by various partners with varying levels of expertise, which made it easier for some partners to engage creative and commercial organisations than for others. In addition, some partners already had connections to commercial and creative organisations whose help they could leverage for their engagement events. Without these partnerships, either new or already established, it would have been harder for the consortium partners to reach their intended audiences. Partnership related capacity building within heritage-oriented organizations would seem to be a fruitful area to explore in the remainder of the project and beyond.


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Connecting an engagement event to a larger event already happening in order to share marketing channels was very successful, as the high participant numbers at the Horniman Museum’s Farmers Market event show. However, this context also makes it harder for participants to engage with the agenda of the Europeana Food and Drink project specifically, as there are many things to do and see at larger events of which the Food and Drink component is just a small part. It is worth asking heritage organizations to consider carefully whether they are after a “Big Bang” of widespread but potentially shallow awareness, or whether they would choose to focus on more limited but quite specific and possibly deeper interactions with audiences. Of course, a balanced programme of both kinds of engagement events is quite possible within most medium and large sized organizations. In general, the engagement events have been most successful in creating public engagement with the individual Food and Drink applications and with the hosting institutions themselves, rather than with the overall Europeana Food and Drink project. Of the surveyed participants, 23% stated that they would like to know more about Europeana Food and Drink, whereas 34% stated that they would buy or use one of the Food and Drink products. A reason for this could be that it is easier for the participants to feel engaged with a particular tangible product or organisation, rather than with a project, which could be perceived as more abstract. This should not necessarily be construed as a negative result; in fact, the current strategy of Europeana Foundation in their “portal to platform” transition emphasizes the need to create and to discover opportunities to create these local engagement results, pushing Europeana itself, in the minds of the public, into a background or “powered by” role. Secondly, participants in the engagement events seem to have been mostly “the general public” as the events were mainly focused on reaching the audiences that were identified during the early product development workshops as likely audiences for the Food and Drink products. However, the events have led consortium partners to create strong relationships with creative and commercial organisations who are subsequently more aware of Europeana Food and Drink, even though they were not the main target audience for all events. In the long term, these partnerships between the “(Heritage) Professional” and the “Creative” segments of Europeana’s strategic audiences may result in the most successful engaged relationships between “End Users” and heritage.

7.1 Lessons The results and reflections described above can now provide guidance for the last phase of the Europeana Food and Drink project and show where the Community Engagement Work Package needs to focus its effort to maximise its impact. Europeana Food and Drink partners are still planning engagement events to maximise the success of the products and to engage as many people as possible with the Europeana Food and Drink project. Using the lessons learned from this round of evaluation, the planned engagement events will focus more strongly on showcasing the potential of reusing Europeana Food and Drink content to creative and commercial organisations, alongside the promotion of the Food and Drink applications. In order to do this, the Work Package lead has encouraged the Food and Drink partners who are still planning events to focus on commercial and creative businesses, not just as partners for the organisation of the event but also as intended audiences for the events. Below is an overview of the engagement events that are still planned during the project’s lifetime. The impact of these events and the total impact of Work Package 5 on the public’s awareness of Europeana Food and Drink and its products will be evaluated in Deliverable 5.6.


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7.2 WP5 events planned between February 2016 - July 2016 The events in the table below are organised by date.

Partner Focus Event description Date Event category

Commercial / creative partners involved

ICIMSS Europeana F&D content base

Presentation of cookbooks, targeting culinary enthusiasts and promoting Europeana Food and Drink to them

Dec 2015 - May 2016

Awareness Local libraries in Poland

MKVM Europeana Food and Drink project

Various activities in the MKVM museum based around the Dr Oetker partnership

1 Dec 2015 - 28 Feb 2016

Awareness / Participation

Dr Oetker

CFM eLearning resources Contest to promote the eLearning resources encouraging teachers to create a lesson plan with the F&D content

Sep 2015 - 30 Apr 2016

Contribution Home Economics teachers and the Cypriot Ministry of Education

WCC Europeana F&D content base

Food reminiscence with elderly people using handling collection to gather recipes and stories for the content base

Monthly, Jan –Jul 2016

Contribution Dementia Cafe in the Wolverhampton Art Gallery by Alzheimer’s Society

CFM eLearning resources Showcasing the learning resources to teachers and receiving feedback

18 Feb 2016 Participation Evriviadio High School and the Cypriot Ministry of Education


24 Feb 2016 Participation Linopetra High School and the Cypriot Ministry of Education

PS F&D content base Connecting wine industry and cultural organisations, and collecting heritage content from wineries

26 Feb 2016 Awareness / Contribution

EDOAO, the wine industry association of Greece


7 Mar 2016 Participation Apostolos Varnavas Lyceum and the Cypriot Ministry of Education


9 Feb 2016 Participation Agios Theodoros High School and the Cypriot Ministry of Education

LGMA eLearning resources Presentation of eLearning resources to student teachers at teacher training college

Mar 2016 Awareness Local libraries and teacher training colleges

TOP Picture library Exhibition in local Italian restaurant promoting Food and Drink and the images available in the picture library

Mar 2016 Awareness La Botte, Italian Restaurant in Edenbridge

ICIMSS Europeana F&D content base

Cooking competition for student chefs, using Europeana as a source of inspiration.

Mar – Apr 2016 Contribution The School of Gastronomy, Torun

http://www.oetker.hu/hu-hu/index.html

http://www.moec.gov.cy/en/

https://www.alzheimers.org.uk/



http://www.newwinesofgreece.com/home/




http://www.labotteedenbridge.co.uk/


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Recipes and photographs of dishes to be uploaded to Historypin

The Festival of Art and Science, Torun

RMCA Europeana F&D content base

Oral history and recipe collection with the local African community, adding crowdsourced material to content base

Mar - Apr 2016 Contribution Local African restaurants and shops

FEP Book, eBook, Europeana F&D content base

Presentation of book, ebook and F&D content base to publishers

12-14 Apr 2016 Awareness London Book Fair

ICCU Europeana Food and Drink content base

Seminar presenting the project to members of the Certamen Ovidianum

14-16 Apr 2016 Awareness Certamen Ovidianum

CAG Exhibition Opening of exhibition in care home, including memory gathering, coinciding with Heritage Day

24 Apr 2016 Contribution CERA (who is a social investor), illustrator Sabien Clément

ACROSS Social game Presentation of social game at food festivals

Apr - May 2016 Awareness Food festivals in Malta

https://www.festiwal.torun.pl/

http://www.londonbookfair.co.uk/

http://www.certamenovidianum.it/

https://www.cera.be/

http://www.sabienclement.be/


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8 Conclusions To conclude, this deliverable has addressed the reviewers’ recommendations, which were related to providing a more robust way of measuring the impact of the engagement events, as well as ensuring that all Europeana Food and Drink products have the benefit of one or more dedicated engagement events. Work Package 5 has introduced the logframe tool as a way of anticipating and then measuring the impact of the Europeana Food and Drink engagement events on creative organisations, commercial businesses and the general public and their awareness of Europeana’s digital cultural resources. The logframe lays out the goal, outcomes, outputs and activities of the project, as well as the associated indicators and measures that will show whether the activities in Work Package 5 have been successful. This deliverable shows all Europeana Food and Drink engagement events that have been organised since the start of the project to the time of writing, and also shows the impact of these events. Up to January 2016, 31 events have been organised by 11 Food and Drink consortium partners, attracting a total of 4823 participants and 115 crowdsourced contributions. The events have been more successful in raising awareness of the individual Europeana Food and Drink products than in raising awareness of the Europeana Food and Drink project. However, as all products carry the brand of Europeana Food and Drink, as well as the ‘Made with Europeana’ logo, they are in their turn also vehicles to make audiences more aware of Europeana’s digital cultural resources. From these results, Work Package 5 has extracted some lessons for the engagement events that are still planned. The main recommendation to the Europeana Food and Drink consortium partners is to focus on engaging commercial businesses and creative organisations both as partners for organising the events and as event participants. Work Package 5 is still planning 17 engagement events before the end of the Europeana Food and Drink project in July 2016. These events and the partnerships that the consortium partners have established with creative and commercial organizations will be evaluated in Deliverable 5.6, “Summative Evaluation and Recommendation.”


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9 Appendix - Detailed descriptions of EFD engagement events

In this appendix, detailed descriptions of all Europeana Food and Drink engagement events that have been organised can be found.

9.1 SHIFT - Pub crowdsourcing events for book content: 12 events (18

February 2015 to 6 May 2015)

To develop community engagement around the book and ebook, while at the same time gathering content for these products, Shift organised community engagement events in 12 pubs in and around London. To do this, Shift created partnerships with the pub landlords. In total, 60 people participated in the events and they contributed 51 crowdsourced materials. These materials have been uploaded to www.historypin.org

Poster for the Hope’s community engagement event on the pinboard in the pub.

http://www.historypin.org/


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9.2 HM - Food Glorious Food (26 September 2015) Please refer to D5.5 for a description of the Food Glorious Food event.

9.3 UNIROMA1 - Quiz at the ChocoDay (11 October 2015) Please refer to D5.5 for a description of the quiz at the Chocoday.

9.4 FEP - Presentation at Frankfurt Book Fair (14 October 2015) Please refer to D5.5 for a description of the presentation at the Frankfurt Book Fair.

9.5 HM - ‘Secret Late’ quiz based on Europeana Food and Drink content (12

November 2015)

The Secret Late event at the Horniman Museum and Gardens was an event where visitors could choose a number of different activities, one of which was to follow a trail around the museum and discover some of the secrets from the Horniman Museum’s collection. One segment of this was a quiz based on the objects that the Horniman is providing to Europeana as part of Europeana Food and Drink. At the end of each round of the quiz, museum staff directed participants to go to Europeana.eu to learn more about the objects. The event attracted 748 attendees.

Horniman Museum and Gardens staff showcasing the Europeana Food and Drink objects.


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A screenshot from the Horniman Museum and Gardens website, showcasing the Europeana and Europeana Food and Drink logos.


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9.6 CAG & KMKG - Heritage cake baking action (12 - 22 November 2015) The heritage cake baking action was linked to the touring and virtual Europeana Food and Drink exhibition. Bakers in Flanders, Belgium were invited to adapt a heritage cake recipe and give it a modern twist. As a reward for participating, they received 100 cake boxes with the Europeana Food and Drink logo and website URL on it. It was also connected to the Week van de Smaak (Week of Taste) event, which was a festival focused on food and drink. From the 1300 bakers who were invited, 100 participated. When surveyed, 28 out of 30 bakers said they would participate again in an action like this. CAG received many emails to thank them for organising it. CAG has never worked with professional bakers before so this event was a good way of establishing partnerships. The action was sponsored by the Vlaams Centrum voor Agro- en Visserijmarketing and as it was a success, they are thinking of repeating it next year.

A Europeana Food and Drink tweet featuring one of the participating bakers and the Food and Drink cake box.


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Marketing for the baking action on the Facebook page of Projectvereniging BIE, a non-profit bureau for cultural heritage

9.7 CAG & KMKG - Week van de Smaak crowdsourcing: 7 events (12 - 22

November 2015)

To promote the Europeana Food and Drink exhibition and to gather crowdsourced content, CAG and KMKG partnered with Week van de Smaak and organised 7 crowdsourcing moments, called ‘Op de Koffie’, in partnership with local heritage organisations. These


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sessions were promoted on the Week van de Smaak’s website, through CAG and KMKG’s own channels and through the local heritage organisations’ networks. 65 people attended and brought 174 objects to be scanned and recorded. The Europeana Food and Drink project logo was visible on all communications and participants were told that their material would be added to the crowdsourcing platform Historypin.org and from there would go into Europeana. The sessions were useful to make the participants more aware of the Food and Drink exhibition and of the project in general. For CAG, it was a good opportunity to create partnerships with local heritage organisations and to reach audiences that they had not previously reached.

Registration desk for the Op de Koffie event


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Week van de Smaak’s website which mentions Europeana Food and Drink.

9.8 SHIFT - Book and eBook launch (17 November 2015)

Please refer to D5.5 for a description of the book and ebook launch.

9.9 CAT - EFD promotion at food fairs in Spain (20 November, 12 December, 19

December 2015)

CAT’s engagement events took the shape of reaching out to artisans, food and drink producers and other commercial businesses during three visits to food and drink fairs in the area of Barcelona, Spain. At each event, CAT staff discussed the Europeana Food and Drink project with the stallholders at the fairs and provided them with dissemination materials and an email address to follow up if they were interested. In total, CAT staff spoke to 33 artisans and food and drink producers.


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Europeana Food and Drink dissemination materials at the food and drink fairs in Spain

9.10 ICCU - Wikisource transcription contest (28 November - 8 December 2015)

ICCU’s community engagement event was held in partnership with the Italian-speaking version of Wikisource.org, from 23 November to 8 December 2015. Its aim was to transcribe three books that were provided to Europeana by Alessandrina University Library through ICCU. 102 registered Wikisource users took part in the contest and the result is that one of the three books is now completely transcribed and ready to be downloaded in an e-book format. The other two are well on their way to becoming dowloadable e-books. A press release was written by ICCU, featuring Europeana Food and Drink’s logo. The project website was also visible on the it.wikisource.org website.

The winners of the Europeana Food and Drink Wikisource transcription contest.


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The press release about the Wikisource contest, written by ICCU.


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9.11 ONB - Austrian launch of the eCookbook (19 January 2016)

ONB hosted a community engagement event to interest people in the eCookbook ‘Tasting Historical Europe - Exploring the culinary threads between Austria and Lithuania’, which is an additional book that has been created within the Europeana Food and Drink project with content from Europeana. Historic recipes from Austria and Lithuania have been adapted to suit our modern tastes and have been prepared and photographed by food bloggers. 30 people attended the event, which was held at the restaurant Dionysos / Nosh in Vienna. ONB invited the presidents and leaders from organisations such as the Verein Nordischer Länder in Austria, Österreichisch-Litauische Gesellschaft, University of Vienna, Technical University of Vienna and Kulinarisches Erbe Österreich. Bookmarks with a download link for the book were given out so participants could access the product straight away. The eCookbook was downloaded 235 times in the week after the event, which is a significant spike. The event helped ONB to create closer connections to the various interest groups and was very well received by the participants.

The invitation to the event.

An impression of the event, with the Europeana logo clearly visible.


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9.12 VUFC - Lithuanian launch of the eCookbook (25 January 2016) The eCookbook was also launched in Lithuania by VUFC, in partnership with the coffee roasters Crooked Nose and Coffee Stories. 11 guests were in attendance, among which were members of the Austrian-Lithuanian community, librarians and food bloggers. Rimvydas Laužikas, co-author of the eCookbook, gave a lecture and afterwards the owner of Crooked Nose hosted a coffee workshop, where the participants were invited to try one of the recipes from the eCookbook. After the event, the majority of the participants stated that they were interested in finding out more about the Europeana Food and Drink project.

An impression of the event.

The coffee workshop as presented by the owner of Crooked Nose.