Awareness-raising Actions for Improving Bioenergy Perceptions and Image: Final

Task 3.3 played a significant role in the BECoop project, a Horizon 2020 Research and Innovation initiative by the European Union (EU). This task was instrumental in increasing awareness and educating citizens about community bioenergy heating and cooling solutions, both at the pilot and EU levels. Drawing insights from WP1, CBS, in collaboration with local partners and the project’s dissemination manager, designed and executed tailored awareness campaigns and strategies. The primary goal of T3.3 was to design and deploy a set of awareness-raising campaigns aimed at achieving higher social and user acceptance of bioenergy. These campaigns sought to reshape negative perceptions, enhance understanding of community bioenergy heating and its benefits, and convince stakeholders of the opportunities presented by local value chains. In the initial iteration of this deliverable, we presented the preparation process and the primary goal of creating awareness-raising campaigns (ARCs) in the four pilot regions and at the EU levels. The task began with analysis of existing ARCs at both regional and EU levels, providing insights into effective messaging, media channels, and formats. CBS conducted a series of creative workshops with each pilot and national team, gathering ideas, and identifying local needs, target groups, and suitable media channels for efficient execution. CBS summarized and compared the outcomes of these workshops with previous campaigns and assisted the pilot partners in developing the four pilot- tailored ARC strategies. Leveraging the findings from T1.3 “Identification of stakeholders’ perceptions and needs,” CBS, pilot partners, and the dissemination and communication (D&C) manager developed detailed plans, content, and messages tailored to each pilot region (Spain, Greece, Poland, and Italy) and for a broader audience, including citizens, biomass providers, local authorities, and businesses at the EU level. The second phase of T3.3 involved implementing these strategies through four (4) regional and one EU-level awareness-raising campaigns, both online and offline. The activities carried out in T3.3 included the development of custom infographics, the organisation of regional events centred around the key messages (with three information days per pilot area), and field visits for local populations to observe successful examples of community bioenergy heating. The task incorporated simple green nudges, such as social norms and labels, to encourage behavioural changes and utilised communication tools (videos, printed materials, SoMe) to convey these messages. These campaigns provided comprehensive information on the benefits of local bioenergy supply chains and included technical evidence to address environmental concerns. Additionally, for the online ARC at the EU level, CBS and IEECP produced a series of informational banners about biomass, Bioenergy (BE), and Energy Communities (EC), briefings, articles, and promotional videos. T3.3 was closely linked to WP6, where the responsible partners framed the messages, developed the materials, and leveraged appropriate tools. The report also builds upon the results of other WPs and tasks, including T1.3 market research findings, needs assessment, bioenergy mapping, and stakeholder identification (T3.1). A few valuable aspects, categorised as challenges and lessons learned, were identified in the engagement process such as:
• Local Involvement: Collaboration with key figures and local authorities, enhances community engagement.
• Resistance to Change: Overcoming resistance to change, especially in areas with long-lasting energy practices (such as coal combustion), requires practical examples and demonstrations. BECoop – D3.6. Awareness raising actions for improving bioenergy perceptions and image - Final 2
• Low Awareness and Knowledge: Low awareness and knowledge can be tackled through targeted educational efforts and hands-on demonstrations.
• Learning from Prior Experience: Recognising past disappointment with (community) energy initiatives help build trust and navigate resistance.
The recommendations for overcoming some of the challenges in developing effective BE ARCs for behavioural changes cover:
• Tailored Messaging: Customised messages to address local concerns and values, emphasising the benefits of BE and ECs specific to the region.
• Engagement of Local Authorities: Collaboration with mayors and other key stakeholders to gain their support, which can enhance campaign credibility and community involvement.
• Real-World Demonstrations: Utilisation of workshops, practical demonstrations, and hands- on activities to showcase the practical advantages of bioenergy and energy communities.
• Raising Biomass Awareness: Prioritize educating communities about the sustainable use of locally sourced biomass for energy production, emphasizing environmental and economic benefits.
• Acknowledgement of Past Experiences: Recognition of previous disappointments and offering viable alternatives that demonstrate the value of BE and community engagement. This report presents a comprehensive overview of the awareness-raising initiatives that the pilot teams, CBS and D&C managers carried out within the framework of the project. Building upon the results of the initial stage, this report offers a detailed account of the strategy and implementation of the ARCs at both the pilot and EU levels.