Telling the Stories of a Changing Europe
In a rapidly changing Europe, the EEA and Norway Grants have played an important role in fostering social, economic, environmental, and educational advancements across 15 countries. Funded by Iceland, Liechtenstein, and Norway, the Grants are about more than just financial support; they embody a shared vision of a more equal Europe.
For the past six years, Meijer+Walters has partnered with the EEA and Norway Grants, helping communicate the transformative impact of their work to various audiences.
The Challenge
The EEA and Norway Grants were facing a complex communication challenge: how to distil the stories of hundreds of projects, spanning different sectors, into something cohesive and engaging. These projects – ranging from tackling social inequalities to protecting the environment – were making an impact. But ensuring that this impact was visible, understood, and felt by everyone, from civil society groups to policymakers, was no small feat.
Meijer+Walters aimed to connect these diverse projects into a clear and engaging narrative that accurately represented the EEA and Norway Grants’ work.
The Collaboration
1.The annual status reports: Simplifying complexity
Year after year, their status report would encapsulate a vast amount of data, metrics, and results – yet, they had to remain digestible and engaging. Traditional static reports wouldn’t suffice.
Together with the EEA and Norway Grants team, Meijer+Walters thought of something more dynamic, something that would bring the data to life. The solution was a user-friendly, interactive microsite – a space where numbers weren’t just facts, but stories of progress. This interface allowed users to explore at their own pace, diving into the details that mattered to them while never losing sight of the big picture.
The result is a platform that not only made complex information accessible to all stakeholders but also became a reusable tool that could evolve alongside the Grants’ future reports.
2.The campaign: “Civil society starts with you”
Initially, the EEA and Norway Grants’ Civil Society programme aimed to create a campaign centered on the general idea of ‘civil society’. However, recognising that this concept might feel too theoretical for many, Meijer+Walters suggested a more tangible approach – structuring the campaign around the six core values Europe is built upon: freedom, democracy, equality, human rights, human dignity, and the rule of law.
But how do you remind people of the power of these values, especially in a time when they can feel abstract or distant?
Rather than just talking about values, the campaign aimed to make them feel real. Meijer+Walters created a campaign platform with a bold, dynamic visual identity and messaging that was clear, accessible, and inspiring. Across digital and offline channels, content was rolled out that reminded civil society groups, policymakers, and the public that these values weren’t just ideals – they are the foundation of stronger, more united communities.
The campaign struck a chord with almost 100,000,000 impressions. Raising awareness and sparking both conversation and action, it reaffirmed the importance of unity in safeguarding the values that connect us all.
Discover key assets from this campaign: check out the tipsheet.
Perhaps the most meaningful part of this collaboration was in the stories Meijer+Walters told. At the heart of the EEA and Norway Grants’ mission are the people – the individuals and organisations driving change on the ground, from cleaning up oil spills in Lithuania to transforming education in Romania.
Meijer+Walters set out to capture these stories, interviewing project participants and gathering their personal accounts. This effort turned into compelling articles that showcased not just the work being done, but the tangible impact it was having. Each article provided a glimpse into the impactful changes happening on the ground, featuring quotes and insights from those directly involved.
These stories were shared across social media, reaching even more people and amplifying the voice of these projects. Through this storytelling, Meijer+Walters helped highlight that real change starts with real people.
See an article about empowering sustainable communities in Slovakia, or one about tackling nuclear waste in Lithuania.
The Outcome
The collaboration between Meijer+Walters and the EEA and Norway Grants didn’t just help the Grants communicate their impact – it brought their vision to life in ways that connected with diverse audiences.
From the microsite that simplified complex data, to the campaign that brought Europe’s shared values to life and the articles that gave voice to those making a difference, the collaboration ensured that the Grants’ message of progress was heard, felt, and understood. Indeed, through its partnership with the EEA and Norway Grants, Meijer+Walters has helped them not just share facts but tell the story of a stronger, more united Europe.
About Meijer + Walters
Meijer + Walters help their clients set the course for brand communication. They help find true solutions to actual needs, leaving no stone unturned and getting their creative and strategic quality to pixel perfect!
Founded in 2012, Meijer + Walters consists of a team of 10 creative strategy professionals, plus a network of specialists that support them whenever that’s needed. They work internationally for companies like AkzoNobel, Air France and KLM, Roche Diagnostics, Geomax, and MP corporate Finance with branding, activation, and content.
