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A few words from the EYCA President
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Dear EYCA members,
First of all, I would like to pass on to you all very warm regards from our former Director, Bob Forsyth. At the same time, we are welcoming Manel who has been Director since 1 September. You can read more from him in this EYCAtcher.
The new Board had its first meeting in September in Zaragoza, and we had good discussions about the strategic goals of EYCA and agreed upon the division of tasks and duties between different Board members. Since then, it’s been busy times with three seminars for members and partners: 'Inclusive Online Engagement for Young People in Europe' organised jointly with the Council of Europe, Brand and Communications Group taking further EYCA strategic goals in relation to EYCA vision, mission and values, and last but not least, the Maximising Impact Group master classes focusing on the development of discounts and benefits.
Several new initiatives are coming on. EYCA and the Ibero-American Youth Organisation are going to sign a memorandum of understanding on supporting the development of Ibero-American Youth Card.
We had a very positive meeting with the new director of Democratic Citizenship and Participation at the Council of Europe, Mr. Jean-Christophe Bas, about developing the Partial Agreement on Youth Mobility through the Youth Card and our co-operation with the CoE youth sector in general. We discussed ways to strengthen the involvement of Member States who are prioritising youth mobility, but also partners like the corporate sector into developing better mobility opportunities through the European Youth Card.
With all these exciting things happening in international co-operation and youth policy, you can rest assured that we are also working hard with the second part of our mission, helping our members to deliver quality European Youth Card services.
Wishing you all a very nice November from rainy and dark Helsinki!
Jarkko Lehikoinen
EYCA President
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Introducing the new edition of the EYCAtcher
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Dear members and friends,
The end of the year is approaching and I am sure all of you are preparing a fantastic 2015, full of projects and initiatives for young people across Europe.
As the new Director, it is a privilege to introduce the new issue of the EYCAtcher. This edition showcases the work and achievements of our colleagues in EYCA member organisations in order to inspire us all for our future projects. At the same time, you will find interesting news about new developments in the field of youth policy, how EYCA is contributing in this area, and how you can get involved. Overall, the new EYCAtcher is full of news, interviews, good practice examples, and interesting people, so please enjoy it and feel free to send us your comments and suggestions.
I think we are facing exciting moments for EYCA, with a lot of opportunities to grow, to expand and to be an important part of young people’s lives. This is also the right moment to think strategically about how to reach global objectives and quality goals in our organization. My aim for the next years is to work together with all EYCA members and partners to make sure that we achieve these goals of excellence and quality.
I would like to take this opportunity to thank my predecessor, Bob Forsyth, for his hard work and his important contribution to taking EYCA further with a fresh vision and mission on which we can build together a stronger European Youth Card brand in Europe.
Wishing you a productive end of the year,
Manel Sanchez
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After over three years as EYCA Director, Bob Forsyth stepped down from this position during the summer. We would like to take this opportunity to thank Bob for all his hard work, passion and dedication to EYCA and to young people.
Bob’s efforts have not gone unnoticed in the Association. Here are just a few reactions to the news of his leaving EYCA.
“I am totally sad with this news. I can only wish good luck to Bob in his new stage, and thanks for helping us during this time. We will miss you very much!
Una abraçada Bob!!!!!”
Pep Moliné, Agència Catalana de la Joventut, Catalunya, Spain
“Bob Forsyth has decided to leave EYCA. What a pity and sad news! We would just like to stress again that Bob has done an excellent job in the EYCA office. We are personally grateful for his regular involvement for developing the European Youth Card and support the member organisations. All the team of CIJ really enjoyed working with him. We‘ll miss him.
@Bob: We wish you the very best in your new challenges and life, and good luck!”
Didace Kalisa, Centre Information Jeunes, Luxembourg
“Dear Bob, I want to thank you for the excellent cooperation and support in seminars and conferences at which I was present, also for all of the positive energy and effort. I wish you the best of luck in the future business.”
Jelena Stanković, Evropski omladinski centar, Serbia
“Dear Bob! Thank you for your cooperation and assistance. Good luck in everything!!!”
Viktor Generaliuk, Youth Information Center EURO<26 Zarevo, Ukraine
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SUSTAINABLE MEMBER ORGANISATIONS
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25 years of the European Youth Card in Aragón, Spain
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The European Youth Card has been present in the lives of young people in Aragón, Spain for 25 years. To celebrate this milestone anniversary and the one million cards that have been issued during this time, Instituto Aragonés de la Juventud has organised many fun and exciting activities for cardholders and partners.
Anniversary exhibition
Launched in October, the exhibition ‘25 years of the European Youth Card in Aragón’ goes back to the beginning of the card in Aragón and explores its evolution until 2014, including its presence in Europe as part of EYCA.
The exhibition also looks at the evolution of the communication channels of the card, going from paper publications, such as “Trobada” and “Menos30”, until its current presence on social networks such as Facebook, Twitter and Instagram. The Instaram channel was launched in April this year, in collaboration with the online communities Instagramers Zaragoza and Instagramers Aragón, through a photo contest that received more than 800 pictures.
The publication dedicated to the anniversary and exhibition can be found here.
1 million European Youth Cards in Aragón
The anniversary is also celebrated with an intense programme of activities dedicated to cardholders, including everything from sports events and concerts to language courses abroad.
To top the 25th anniversary off, a commemorative ceremony will take place on 18 November, in the presence of representatives of the Aragonese Governement, the Instituto Aragonés de la Juventud, and Ibercaja. The collaboration with more than 2.600 partners will be recognised and celebrated during this event. The ceremony will also include giving out the 1 millionth card in Aragón, together with a special prize for the lucky cardholder - a trip to Prague for two.
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Happy 25th! The Andorra Youth Card Organisation celebrates its 25th anniversary with innovations and new developments!
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The Andorra Youth Card Organisation is marking its 25th anniversary by celebrating it with cardholders and the companies that make the Carnet Jove Andorra possible. Mònica Sala, Director of the organisation, spoke to us about the card in Andorra and the exciting new developments connected to its 25th anniversary.
Q: What is the profile of the Carnet Jove Andorra and of your cardholders?
We have more than 8.300 cardholders (58% girls and 49% boys) in Andorra that benefit from all advantages and projects of the Carnet Jove Andorra. 76% of the cardholders have the co-branded card with Crèdit Andorra bank, known as Carnet Jove 16PUNT30. The largest group of cardholders is aged between 19 and 26. These cardholders are also the most active in accessing the 270 advantages and services that Carnet Jove Andorra provides, and the discounts and advantages in nearby countries like Spain (76% of the students holding our card study outside Andorra).
Q: This year marks the 25th anniversary of Carnet Jove Andorra. How are you celebrating this landmark occasion?
The European Youth Card program in Andorra was born in 1989 and to celebrate it, we are giving our cardholders the opportunity to enjoy new discounts, special events and benefits. Up until today, we have given away boat tickets, entrance tickets to cultural events, free tickets to fun thematic parks, shopping cards, free language courses, a live music festival and much, much more.
And of course, the celebration has to have its own party. Organised by the Carnet Jove Andorra, the Heroes of Tomorrow Festival invites young people to rock with us. Six of the youngest and most successful Indie-Rock bands in Spain will be playing at the HOT Festival.
We organised this event inspired by the enthusiasm of cardholders to participate in culture and leisure activities (65% of cardholders have taken part in cultural events, 54% of them have used a European Youth Card discount in the last 3 months).
Discounts in restaurants are also very much in demand in Andorra: of the 76% of cardholders who have gone out to eat in the last 3 months, 44% have used a European Youth Card discount. This is why the event Heroes of Tomorrow comes together with discounts at several thematic restaurants during the days of the concerts.
Q: How do you communicate all these opportunities with your cardholders?
One of Carnet Jove Andorra’s main objectives is to improve our communication with cardholders. The communication channel with the greatest impact among cardholders in Andorra is Facebook - 3 of 5 cardholders state that they check our fun page at least once a week. This is why we still rely on social networks as the most effective way to reach young people.
This year we have improved our monthly newsletter to make it easier to navigate, more intuitive and with more information about our advantages. The newsletter has a high number of readers among our cardholders.
One of the novelties this year is the Carnet Jove Andorra App, available for both Android and iOS devices, and coming out very soon! 91% of cardholders in Andorra have a smartphone, 34% also have a tablet, and 92% of those polled stated that they would likely download the Carnet Jove Andorra APP.
With the Carnet Jove Andorra App, cardholders will have their digital youth card in their mobile, quicker and easier access to advantages, they will be informed of all news instantly and will benefit from monthly contests with a simple click!
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QUALITY BENEFITS AND DISCOUNTS
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Discount development in the spotlight: Insights from Domènec Ballester from Agència Catalana de la Joventut
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Agència Catalana de la Joventut is one of the most successful discount developers in the EYCA network, offering nearly 8,000 discounts and benefits. We asked Domènec Ballester, Youth Card Director, to share some of his insights into discount development and getting great deals for European Youth Cardholders.
Q: Carne Jove has reached a record number of cardholders – over 525,000 which is 40% of the youth population in Catalonia. How important is your discount portfolio to the success of Carne Jove?
Basically, the European Youth Card is a social tool that improves the relationship between young people and includes them into the society in various aspects. Discounts are the main reason why young people get the card, to learn about and get products, services and activities at the best price, often sharing them with friends.
Q: What is your discount development strategy? How important is it that a discount supports personal development and participation for young people?
The Youth Card of Catalonia offers discounts in many different areas, but the main ones are those that to a greater or lesser extent have to do with the personal development of young people. In this case we have discounts on culture, tourism, leisure, education and so on. They are the most significant discounts and the ones most used by cardholders, and because of them Youth Cardholders are the most active and participatory young people according to the latest official survey among the Catalan youth.
Q: What is your approach to adding new discounts to your offer? Do you conduct any type of research to see what discount categories or brands young people are most interested in?
There are different things that we use to set targets for finding new discounts: daily analysis and research on market offers, about the use of the discounts we offer, feedback from cardholders, analysis of the various studies, advice from specialist companies, and as far as possible surveys with cardholders. We then have two different ways of looking for potential discounts: in a more customised way for large companies (meetings, presentations, etc.), and with a more en masse approach when it comes to smaller, more local discounts (mailings, e-mailings, telemarketing, etc.).
Q: What is, for you, the most important thing to remember when going into a meeting with a potential discount provider? How do you make sure you get the biggest discount possible?
We stress the potential of the Youth Card of Catalonia for the partner’s business. We find that this is the best option for them to reach a young audience. In exchange for the discount they provide, we publicise them in a range of media geared towards cardholders and young people in general, which for them means a major campaign.
Besides the abovementioned commercial aspect, we stress that young people are a group with special needs in accessing services, products and activities because they are financially dependent on their families. We use this to argue that discounts for them should be bigger than for other groups.
In general our approach is that we can reach young people, we want to make it easier for them to access products, services and activities, and our partners want to build their customer base by attracting young people (a future target for loyalty), so we have the same goal. And it doesn’t cost anyone anything.
Q: Once a discount is set up, how do you promote it to cardholders?
You have to make a distinction between discounts which have a more regional interest from those which are of more general interest. In the first case, the main publicity means are stickers to be put up at the entrance to the partner premises, the card’s online image (we offer small businesses the opportunity to be linked to a highly recognised brand), the website via a search engine, and the mobile app by searching, including geolocation. As for the general ones, we use the same media at a different level and we also add our newsletter, television, radio and Facebook and Twitter, plus promoting them on specialist blogs and so on.
Q: How do you measure a discount’s performance, its popularity with cardholders?
Firstly there are the usage data we can offer our partners (albeit not always), visits to news items on the website and the newsletter, activity on Facebook and Twitter, entries in the draws we run, queries and feedback in our cardholder care service and so on.
Q: How do you ensure the quality of Carnet Jove discounts? How often do you think it’s necessary to review a discount database in order to make sure all discounts are valid?
We work with a “Real Discount” concept, which means ensuring that the discount is as big as possible but, most of all, that it stands out from other promotions that our partners might run for their audience in general, and that there are no other discounts for other youth groups, or they are lower. We also make sure the discount applies to all items or services without restrictions, as this makes for better communication and prevents frustration. Another important factor, in addition to the real commercial interest for the cardholder, is making the discount easily accessible, so we use all the systems commonly used by the partner like box office, advance sales, internet and so on.
At present we actively review partner information every three months, but in January we plan to launch a portal for partners to motivate them and make it easier for them to update things when they make a change, especially when that means a change in the information we give to young people.
Q: The Get Connected Programme is a great example of going beyond discounts and convincing large organisations such as leading newspapers, radio and TV stations to offer internships for Carne Jove cardholders. What is the secret to getting partners on board with projects like Get Connected?
At the end of the day you might say that the secret of the Youth Card of Catalonia is harnessing the potential of young people for society and leveraging it: businesses are interested in young audiences and this helps us get discounts, and everyone benefits. It’s the same with Youth Card Grants and other Get Connected Programme measures but in a more specialised way. We win the trust of our partner companies by saying they will get the most talented young people in each field (we see to planning and running the call and the tests that we agree with them), something they are pleased about in terms of regenerating and refreshing their companies. Young people in general are nowadays highly skilled and very well trained, and gaining the experience they need benefits them and businesses too.
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YOUTH MOBILITY AND ACTIVE CITIZENSHIP
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EYCA is now a member of the European Platform on Learning Mobility in the Youth Field
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European Platform on Learning Mobility provides a network for the exchange and cooperation of practitioners, researchers and policy makers dealing with learning mobility in non-formal and informal learning. EYCA is now a member of this platform and takes active part in guiding its work through the Steering Group that recently came together for a meeting from October 30 to 31 in Istanbul.
The mission of this network is to engage in the improvement, knowledge, visibility and recognition of learning mobility in the youth field. Learning mobility in this framework aims to increase participation, active citizenship, intercultural learning and dialogue, individual competency development and employability of young people.
EYCA was represented at the Steering Group Meeting by Brand and Communications Manager Kristiina Ling: “During this meeting the Steering Group approved the Position Paper of the European Platform on Learning Mobility outlining specific topics that the network will be working on. There are many areas where EYCA can contribute, for example by consulting with cardholders on their needs for better access to learning mobility opportunities in Europe that will then help inform the action plan of the EPLM but also support the design of European Youth Card services.”
The EU-CoE youth partnership acts as a coordination office supporting the work of the EPLM and its Steering Group. Please find the Position Paper of EPLM and more information here.
To showcase EYCA’s dedication to supporting learning mobility, a new Good Practice Series publication is being prepared. The focus of this publication is learning mobility and how European Youth Cards can support young people to acquire new competences and knowledge in the context of transnational experiences.
Learning mobility for cardholders in Luxembourg
One of the great examples featured in the new GPS comes from Centre national d’Information pour Jeunes, the EYCA member organisation in Luxembourg. The European Youth Card of Luxembourg teamed up with Study Lingua International, a French organisation, to offer cardholders the opportunity to participate in two language study camps in the French city of Nantes.
Want to know more about how European Youth Cards can support learning mobility and how other EYCA members do it? Stay tuned for the next GPS publication!
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KNOWLEDGE OF YOUNG PEOPLE
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New survey: Greek cardholders share their views on the European Youth Card
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In September Katerina Syrrou started as the European Youth Card Project Manager in the Youth and Lifelong Learning Foundation (YLLF) in Greece. YLLF is the national provider of youth programs in Greece, and operates under the supervision of the Minister of Education & Religious Affairs. Katerina has been working with her colleagues on a survey among young people to help shape European Youth Card services in Greece. More than 2500 young people responded.
Q: What are the main expectations of young people in relation to European Youth Card services in Greece? What were the significant findings from the survey?
According to the survey findings, young people in Greece expect the European Youth Card to be upgraded from a discount card to a tool of information on various topics of their concern, such as social issues and employment. Moreover they expect us to offer them opportunities to participate and get involved in voluntary activities related to environmental and social work for example.
In line with the technological trends, the majority of young people envisage positively the adoption of an electronic format of the European Youth Card in the future that will be available through a smartphone application.
Finally, transport and education are the fields that young people are highly interested in and therefore expect to be strengthened with more discounts and important partnerships.
Q: How does the youth card support young people in Greece in relation to education, training, career development and mobility? What are the plans related to following-up on the consultation results with young people?
European Youth Card in Greece is at the moment collaborating with all Greek public Universities that provide e-learning training programmes, offering significant discounts on tuition fees, and several private colleges, language schools, etc.
In the same field of education and training, private Institutes of Vocational Training and the Hellenic American Educational Foundation are crucial partners in supporting young people’s access to improving their skills and knowledge.
Moreover we promote youth mobility by offering young people benefits on transport, accommodation and other travel services. One of our dominant partners at the moment - according to the survey - is Railway Company Trainose and Thessaloniki’s urban transport organization - OASTH. In addition to that, in September we launched, for the first time, an online contest where the cardholders could win accommodation prizes in 10 of our partner hotels. Because of the high participation, we intend to establish the contest on a 6-month basis.
Taking into account the survey results, our main focus will be in the sector of education/training and transportation, fostering our already strong network of partners and reaching more cities all over Greece.
Q: From your experience, what would you recommend to keep in mind when running a survey with young people?
Our aim when launching the survey was to gain a more complete picture of what young people in Greece expect from the European Youth Card and gather valuable information that can be used in order to maximise the benefits of the programme. In order to succeed, we needed to reach as many young people as possible. That is why we announced it – in addition to our website - on the card’s Facebook page that is very popular amongst young people.
What we had in mind when designing the survey was to speak young people’s language and to not use terminology that is not familiar to them. This youth friendly approach helped us gather more accurate and precise answers.
We also tried to keep the questions short to not discourage them, and more personal in order to grasp their perspective on things.
Finally, in addition to multiple choice questions, we included open questions in an effort to make them feel free to express any complaints or make proposals and to involve them actively in the process of making the card more useful and rewarding.
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Re-launching the European Youth Card in Romania: interview with Florin Maxim
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Asociatia EURO<26 Romania has been an EYCA member organisation since 2001. In addition to discounts and benefits, the organisation also offers young people access to non-formal education that encourages social entrepreneurship.
This autumn Asociatia EURO<26 Romania launched the European Youth Card with a fresh new look and concept. Florin Maxim, the Director of the card in Romania, gave us some insight into the new card concept.
Q: What determined Asociatia EURO<26 Romania to take the decision of reshaping the communication with cardholders and launching the European Youth Card with a new image?
We felt that in the past few years, the card in Romania had lost direct contact with young people. In a world where everybody agrees that virtual is a reality, young people choose to share their offline experiences using online channels. After many decades when societies strived to make young people express themselves this is finally happening but online and we weren’t there!
So, we decided to accept our part of the blame and moved on to a new concept that incorporates social media, mobile and online into the core platform of the card.
Also we used brand mechanisms of communication to introduce, maybe better than before, the concept of mobility in the mind emphasising the capacity of social navigation of young people in a broader sense.
Q: What’s in it for young people and how important are opportunities in Europe for them?
Until 5 years ago it was all about creating communities. Big communities. And they were created. Let’s remember forums for example. But these huge communities were not really engaging and this gave birth to the social media phenomenon. So, what we are now offering young people is not only the biggest community in Europe, but also an opportunity to be more engaged.
Q: You have been actively taking part in EYCA events and seminars this year. Can you point out the highlights that supported you to make choices for revising European Youth Card services in Romania?
At the EYCA GA in Zagreb I met the most amazing man in my life - Marcus Liddle. After a short but very intense discussion about where EYCA should be in the next 10 years and what should be the next strategic goals for the card, he told me: “Go and conquer the world, my young friend! I’ll be watching you.”
I’d like to think that these words were not meant for me alone but for all people involved in the European Youth Card project in all countries.
For my part, I will conquer it, Marcus!
Q: From your experience, what are your three golden rules for an effective communications strategy for European Youth Cards?
Listen to young people! This is the first step and without it you will not be able to be relevant to them.
Talk with young people! Respond to them, engage them, transfer power to them, guide them!
Action! Listening and talking do not mean much if you don’t implement what young people tell you. Keep your promises! The vision of the Association is a promise and you have to do everything you can to keep it.
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New GPS on inclusive youth mobility out now!
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A new Good Practice Series publication looking into how European Youth Cards can act as a tool for more inclusive youth mobility has just been published.
Click here to read all about the achievements of EYCA member organisations in offering more mobility opportunities to young people with disabilities or from disadvantaged backgrounds!
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EYCA CONTRIBUTING TO YOUTH POLICY
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EU Structured Dialogue update: new round of consultations with young people has started
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The EU Youth Conference under the Presidency of Italy took place in Rome in October. Having taken part in the event, Jarkko Lehikoinen reports.
“The thematic priority of the Trio Presidency (Italy, Latvia, and Luxembourg) for July 2014 - December 2015 is youth empowerment. The empowerment theme will address access to rights and the importance of political participation of young people. The national consultations with young people on this topic are now open and will continue until 1 March 2015. I strongly encourage all the EYCA members (of EU countries) to take an active role in this procedure by contacting the National Working Group in your country, situated usually in the national youth council. EYCA members, being in direct contact with a large number of young people, could contribute a great deal to the procedure by encouraging their cardholders to take part in the online consultation.”
The new cycle of the Structured Dialogue also introduces a new and simplified design of the process. To find out more about how the Structured Dialogue works, its impact on youth policy, and how you can contribute, check out this short presentation.
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No Hate Speech Movement update
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In October, Azerbaijan hosted 250 participants attending the Forum of the No Hate Speech Movement campaign. The event was organised by the Council of Europe Youth Department and the Ministry of Youth and Sport of Azerbaijan in the context of the Azerbaijan Chairmanship of the Committee of Ministers of the Council of Europe.
EYCA was represented at the event by Kristiina Ling, the Association’s Brand and Communications Manager. The discussions and debates of the Forum resulted in a message addressed to the Council of Europe, that EYCA fully supports. Click here to read the conclusions of the Forum.
The results of the NHSM Forum in Azerbaijan were further discussed at the campaign Follow-up Group meeting, which took place in Strasbourg from October 23 to 25. Participants also reviewed the strategic objectives of the movement and the group agreed on a set of proposals to the next meeting of the Joint Council on Youth in the framework of the Council of Europe.
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Inclusive online engagement for young people in Europe: a European seminar - Strasbourg, France, 11 November
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The CoE Partial Agreement on Youth Mobility through the Youth Card together with the European Youth Card Association (EYCA) organised a seminar on “Inclusive Online Engagement for Young People to Support Youth Mobility and Active Citizenship” on 11 November in the European Youth Centre in Strasbourg. The event brought together 41 participants from youth NGOs, EYCA, the Council of Europe, and government representatives responsible for youth affairs in CoE Member States. The report of the seminar and all presentations will be available soon.
The Seminar was followed by a meeting of the Partial Agreement’s Board of Co-ordination.
The CoE statutory organs (CDEJ, CCJ and CMJ) met in Strasbourg on 12-14 November. The CCJ meeting was be preceded (11 November afternoon) by a preparatory meeting organised by the YFJ for all the 30 CCJ members. EYCA is an observer to the CDEJ and was represented by director Manel Sanchez.
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Global Forum on Youth Policies – Baku, Azerbaijan, 28-30 October
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The First Global Forum of Youth Policies brought together some 700 participants from 165 countries: governmental representatives, youth representatives and experts. Manel Sanchez represented EYCA at this event.
The Baku Commitment on Youth Policy based on the findings of the Forum was adopted on 30 October. The Forum was co-organised by the UN Special Envoy on Youth, Unesco, UNDP and the CoE Youth Department.
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- Developing and communicating EYCA vision, mission and brand: working group meeting – Brussels, Belgium, 19-21 November
The Brand and Communications Group will come together for a strategic planning meeting to clarify the Association’s strategic goals as they relate to the EYCA vision, mission and values.
- Maximising Impact Seminar – Madrid, Spain, 27-28 November
During one day and a half, EYCA members participating in the Maximising Impact Programme will have the opportunity to learn some of the tips and tricks of the discount development trade from other EYCA member organisations.
- EYCA Board Meeting – Brussels, Belgium, 12-13 December
The next EYCA Board meeting will take place in Brussels in mid-December. Minutes from the meeting will be made available on the EYCA intranet soon after.
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