Europeana Awareness is a Best Practice Network, led by the Europeana Foundation, designed to:
- publicise Europeana to users, policy makers, politicians and cultural heritage organisations in every Member State so as to encourage the use and contribution of content, raise awareness of cultural heritage as an economic driver and promote knowledge transfer
- promote its use by a broad public for a variety of purposes including recreation and hobbies, research, learning, genealogy and tourism – engaging users via user generation of content, creation of digital stories and social networking
- develop new partnerships with 4 key sectors which are currently underexploited by Europeana: public libraries; local archival groups; broadcast organisations and open culture re-users (programmers, developers, researchers and activists)
- put in place new distribution channels for Europeana content working with the tourism sector
- further encourage cultural institutions to continue to provide content in particular by: raising awareness of the opportunities provided by the new Europeana Licensing framework; developing mechanisms for collective rights management; and increasing the amount of content in Europeana that can be freely re-used
A wide variety of media and channels, both online and offline, will be used to ensure promotion of appropriate and consistent messages to different stakeholder groups. The approaches to be used have been chosen so as d to align closely with the goals of the Europeana Strategic Plan 2011-15 and include both top-down and bottom –up activities.
MDR is the leader of Workpackage 3: Developing New Partnerships, which aims to understand and promote awareness among stakeholders, of wider opportunities to engage both public and commercial partners whose potential has not yet been fully addressed, in particular:
- public libraries
- local archives (and user demand for local and family history services)
- and those wishing to reuse Europeana content under an Open Culture ethos.