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The value of social networks in the Eurobubble

marcoRecorder

July 19, 2017

Twitter and Facebook remain steadily within the “media diet” of influencers and stakeholders in the European Union. But how influential are they?
As properly summed up by Value Relations, last 6 July, the new edition of #EUmediapoll, a research carried out by ComRes e Burson Marsteller, was presented with the aim of identifying what EU Influencers care about when it comes to information input. The sample used consisted of 230 subjects divided into three categories: MEPs, EU staff and opinion leaders.
The most popular social media is Facebook followed by Twitter, Youtube, LinkedIn and Instagram. Not much changed from the 2016 report, however so small differences can be noticed in the daily use of social media

Twitter and Youtube, albeit little, increased their level of engagement compared to 2016 Facebook loses nearly 10%, despite its steady increase in active users (an impressive 2 billion today).

The most significant fact is the level of influence of individual social media. Apparently, there is no direct correlation with the percentage of usage. Indeed, data confirms the fame of Twitter, considered as the “place to be” for pro Eurobubblers. Despite being used less than Facebook, Twitter appears to be the most influential network with about 21% of survey respondents who consider it “very influent.”

Lesson from the Inka: simple comms is better comms

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July 6, 2017

The Inka are responsible for a significant number of practices that are now well-spread all over the world, from culinary habits to sports and to communications.

The Inka never developed a writing system. Instead, officials used “khipu.” Devices made of coloured strings knotted in various ways. Khipu were used to record census data, the movements of people and goods throughout thr empire and religious and military information. The officials who managed the khipu were known as khipucamayuc.

Data gathering, sharing and storing was already an issue back then and they managed to master it with knots and ropes. A reminder that in comms management, simplicity remains key to sustainability and effectiveness.

An example of khipu, exposed at the Native American History Museum in Washington D.C.

How to effectively communicate and coordinate agricultural communication

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June 7, 2017

I was thrilled to give the keynote speech at the COPA-COGECA Seminar “Coordinated and effective communication for assuring a viable and sustainable EU agriculture sector and Common Agricultural Policy.” Being this a key theme of Expo 2015 Milano where I was in charge of Digital Communication for the European Union pavilion, I was excited to have another opportunity, two years after the Expo, to reiterate the importance of bringing about a solid dialogue and a concrete set of policies to face the challenge of feeding the planet with 9 billion people expected in 2050. Here are my words at the event. What do you think is key in promoting solid agricultural communication? Let me know in the comment section below.

The EU Common Agriculture Policy has been a cornerstone of EU integration. Upon its construction, development and management depend so many other policies and political circumstances that need to be analysed separately in terms of impact but also holistically in terms of the ramifications that these policies bring into Europe and the world.

When we talk about communicating on CAP and agriculture at large we do not only talk about farming. Agricultural communication also addresses all subject areas related to the complex enterprises of the food-feed chain. We talk about food safety, animal welfare, rural issues, natural resources management from water to solar power, we talk about jobs, science, research and funds, renewable energy and we discuss issues that have an impact at the local level but that affect policies and politics globally.

Furthermore, the range of action of agricultural communicators spans all participants, from scientists to consumers – which makes their job hard in facing challenge one: “WHEN YOU COMMUNICATE TO EVERYBODY , YOU COMMUNICATE TO NOBODY”

When we talk about coordinated and effective communication to ensure a viable and sustainable EU agriculture, the first question to answer is “who are we talking to?” Is it going to be consumers, producers, distributors, lobbies, groups of interests, retailers or policy makers? Whatever the answer, be assured there is no overall valid communication strategy and approach that can be applied to all these audiences. To effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others.

There are different ways you can communicate issues related to agriculture. You can do it in a soft way. Showing photos of happy cows, producing milk for babies or another family out on a pic-nic, biting an apple in order to educate people towards a more healthy lifestyle…You can do it more aggressively, for instance by highlighting the challenges and dangers of not implementing a sustainable global strategy to feed the projected 9 billion people expected to inhabit the planet in the year 2050. You can do it more institutionally, by informing systematically about all laws, directives and regulations published by the institutions. You can do it more strategically, by shedding light on the fact that even though more and more people are getting out the threshold of poverty over the past 20 years (largely thanks to the stronger economy of China), the gap between malnutrition and obesity is getting wider, highlighting the necessary need to not only focus on resources, distribution and funds but especially on education towards a healthier and more sustainable diet and awareness about intensive production of foods that could have significant impact on the way we can feed the planet in the near future.

Certainly something you cannot do is to communicate passively, which means shooting out information and hoping that “somehow” by some sort of act of faith, your stakeholders will read it, share it or comment about it or simply click on the “Read more” link… You gotta go get those likes, shares and followers through engaging and targeted content. You have to learn how to use hooks in a thumb scrolling society. Success in management requires learning as fast as the world is changing.

As digital strategist for the European Union at Expo Milano 2015, the biggest ever event on food and nutrition which welcomed over 20 million visitors in 6 months, we had a number of challenges which affected the way we communicated and managed the brand of the European Union.

As a global player in the debate on food and sustainability, the European Union (EU) should seek to reinforce its position, highlight its achievements and, most importantly, take this opportunity to work towards finding common solutions to these issues with other international organisations, countries and private stakeholders. The EU leads the way in terms of promoting quality food and ensuring food security and safety and environmental sustainability.

Indeed, with over 800 million people facing hunger in less economically developed countries and high and increasing levels of obesity and non-communicable diseases in developed countries, now is the moment to act. Ill-informed food choices, dwindling natural resources, climate change and threats to the world’s biodiversity are all issues that need to be tackled urgently. Expo Milano 2015 focused the World’s attention on addressing these challenges and provided a platform to deliberate on these pressing issues.

What is needed is the intelligent management of Earth’s resources. If we really wish to put an end to our ongoing international and social problems, we must eventually declare Earth and all of its resources as the common heritage of all the world’s people.

The coordination challenge: You should not sacrifice efficiency for the sake of over inclusiveness. You want to listen to everybody but it is up to you to make decisions and be held accountable. Establish a chain of command meaning that give everybody the chance to contribute but as communication manager don’t feel necessarily obliged to make everybody happy or visible. If you are the communication manager, be the manager. Make decisions.

When you coordinate a varied communication project, you will be under pressure to make some content or activity more visible than others. Keep the vision of your target audience, your brand, your mission statement clear in mind so that you know how to make holistic decisions that will affect your final goals. Plato used to say that “Wise men speak because they have something to say; Fools because they have to say something.” As a manager you will have to make that distinction.

Our task is very hard as communicators because most communication consumers think they can be communication producers, not because you know how to eat that means that you know how to cook. Meaning that not because you can read, or because you use Facebook and Twitter or because you watch videos on YouTube you are a communication expert and the expertise required to make content attractive and engaging is the product of years of work, not the improvisation of skills. As communication professionals there is a risk in selling ourselves short for the sake of accommodating non-experts in our field.

Be confident of your communication skills. Be confident of your experience and the science you apply when communicating to your audience and be confident as a manager, because you are accountable for the results you will or will not obtain.
As communicators for create global causes you should feel as both managers and leaders. Management is doing things right; leadership is doing the right things. And you have the chance to do both.

The communication of the European Union pavilion at Expo 2015 Milano

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March 27, 2017

Two years after the most incredible experience that the city of Milan had ever witnessed, and personally the best professional time of my life, I was asked to present some insights about the communication of the European Union pavilion at Expo Milano 2015. Exactly in a time where “communicating Europe successfully” seems a make or break topic to decide the future of the Union, I was happy to take a step back and think about what was great, and what could be improved about our efforts at this world stage event which welcomed over 21 million visitors in 184 days.

This content is drawn from the evaluation report that the European union task force produced (by an independent contractor) after the event and it will be presented at an event in Milano about the heritage of Expo in April 2017. I always welcome feedback and thoughts on everything I write, so feel free to contact me!

The communication of the European Union pavilion at Expo 2015 Milano

‘Communication impact’ can be conceptualised as the capacity of a given communication initiative to reach the target group and produce an ‘effect’ on its attitudes, beliefs and/or behaviours. This section examines the extent to which the EU succeeded in reaching the targeted audiences and whether the visitor experience contributed to improving their knowledge and perception of the EU pavilion at Expo 2015 Milano.

The EU aimed to use its presence at Expo Milano as an opportunity to communicate with EU (and non-EU) citizens showing them a friendly face of the EU and getting closer to their hearts. This differed from the more ‘formal’ and ‘institutional’ participation of the EU in past Expos and in massive communication activities in general. Therefore, the pavilion’s main attraction (visitor experience) was designed to reach all kinds of visitors, but especially families with children and young people, and involve them in an entertaining and emotional experience that talked about the EU and its food-related policies. The expected result was that people emerged from the visit with a more positive attitude towards the EU and greater awareness of its actions in the food and nutrition realm.

Most articles saw the pavilion as part of the EU’s new communication strategy; an attempt to bring a sense of closeness and unity between European institutions and citizens. At the same time, it was described as trying to raise awareness of EU policies. Moreover, the pavilion was described as different from other Expo structures, which tended to focus more on architectural design rather than depth of content. The EU pavilion’s ‘unexpected’ message of hope and cooperation, symbolised by bread and Alex and Sylvia’s story, was seen as a refreshing alternative from the ‘Europe of the bureaucrats’, a much needed reminder of the institution’s original mission and aims.

The aim of focusing on families with children and youngsters was grounded in the idea that many of the younger generations take the EU ‘for granted’ and, to some extent, are indifferent towards it. During the preparation phase, it was understood that the Expo offered a unique opportunity to communicate with this type of audiences and show them how the EU is present in their daily lives and what are the values it promotes. This approach was in line with the political guidelines for the Commission 2010-2014, where President Barroso recognised that there was a need to rekindle “a passion for Europe, a new pride and feeling of connection between the EU and its citizens”. This understanding continued under the next Presidency when Jean-Claude Juncker emphasised that trust in the European project was at a historic low and that it was critical to rebuild bridges in Europe to restore European citizens’ confidence.

The EU pavilion showed an important capacity to attract ‘spontaneous’ visitors (about two thirds of visitors) i.e. people who had not planned to visit the pavilion in advance, and this was partly due to the promotional actions by volunteers. In effect, according to the survey of visitors, almost 15% of total visitors went to the pavilion because of the work of volunteers, which were deemed by the pavilion as their key on-site ambassadors. The volunteer programme was an important topic of discussion in national and local media. The high number of applications to the programme (which doubled the number of posts available) and the interest among young people received particular attention. In fact, young people in general, and volunteers therein, were described as the true protagonists of the EU participation at Expo.

Visitors registered and recall the main messages conveyed in the EU pavilion, in particular those of ‘cooperation’ and ‘working together’. The EU pavilion also generated an interest in the EU and conveyed positive feelings about it, especially among visitors with pre-existing ‘fairly’ positive and ‘neutral’ views of the EU. But the pavilion did not necessarily provide visitors with an increased understanding of EU policies and how it realises the goals/values promoted in the pavilion (cooperation, peace, teamwork, etc.).

A central element of the EU presence at Expo Milano was the media strategy, which involved the development of the EU pavilion’s online presence (social media and website) and relations with the press. The objective of this was that the EU presence in Milan obtained high level coverage in online and traditional media and therefore reached visitors to the Expo, but also those who could not attend the exhibition. The EU pavilion had, in particular, a strong social media performance that contributed to creating a ‘buzz’ around the EU presence at the Expo, as well as develop a ‘digital food hub’ i.e. a digital community of people interested in following / discussing food policy with the EU. Throughout the duration of the Expo, the communication team was not only capable of developing this community, but also maintained a growing interest towards the EU’s social media activities.

On Facebook, the EU’s pavilion profile was not only the most followed one during the whole duration of the Expo (with even more followers than Italy and Germany, which received the award for “Best Pavilion”),but also worked as a platform to communicate on food policy by various EU institutions. The EU pavilion’s Twitter account was very successful too, reaching also the top 10 of best performing pavilions (in May and June 2015 it was the second most followed account, after the Italian pavilion one). On Instagram, the EU pavilion reached foodies and graphics’ enthusiasts and engage them in photo-based calls to action. For the communication team, this was the most successful social media platform, which reached the initial target of 2,000 followers very quickly (end-June 2015) and grew outstandingly till the end of the Expo.

Media coverage was especially high prior to the Expo opening on 1 May 2015, but continued to be relatively good during the next six months. The EU pavilion’s preparation phase received extensive press coverage in the Italian printed press, online newspapers and blogs, and in national radio and TV programmes. Repercussions obtained in the press were mostly positive, with articles focusing on the EU’s ‘innovative’ communication strategy, the educational content of the EU pavilion, and the EU’s attempt to increase dialogue with citizens. The scientific/policy events and the volunteer programmes also received satisfactory levels of media coverage.

Is it all a matter of vision?

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March 15, 2017

Have you read Mark Zuckerberg’s Building Global Community? From the title, you may think that “Global Community” is a new product…otherwise he would have used the phrase “Building a Global Community” or “Building Global Communities.” It’s not a product, it’s his vision. Zuckerberg is creating his own vision about where he wants the world to be in the future and how he sees Facebook as being part of that world. This is an excellent way of thinking ahead as it provides people (Facebook users, Facebook employees, Facebook stakeholders..) with a vision, with an idea of what these actors can do to make a favourable circumstance happen.

This is a time when many of us around the world are reflecting on how we can have the most positive impact. I am reminded of my favorite saying about technology: “We always overestimate what we can do in two years, and we underestimate what we can do in ten years.”

This is where now political institutions in Europe (mainly referring to governments of various levels of governance) tend to fail: lack of vision. Lacking vision means providing lack of certainty and this is the key variable to keep analysing when working towards getting people’s trust.

Photo: Unsplash http://bit.ly/2mrDf7j

The electorate is volatile and it is the responsibility of governments and “political managers” (I love this word and I will talk more about it in the future”) to make sure that decisions and policies serve “a vision” instead of a temporary set of desires.

Brexit is one of the most evident case of the theory I explain above. 52% of the people in the United Kingdom voted “Leave” and they day after “What is the EU” was among the most looked for items in Google in the UK. Still, nowadays we see how that decision was made out of complete lack of vision. This 52% just wanted out without knowing “how” to get out and what exactly they were getting out from. At this regard, I invite you to read this beautiful piece by Andy Bodle 68 dumb-f**k reasons for leaving the EU.

Now, why am I making this comparison? Because big tech successful companies like Facebook, Google or Tesla are instilling trust in people simply by providing a vision. It is that simple. But then, how do they go about making that vision a reality? They create that vision and play all the necessary scenarios backwards in order to see which are the necessary steps to make it happen. This is actually the very core of successful entrepreneurship, but why is it so hard to apply this (in theory) simple principle to politics? A couple of visionary leaders in these terms can be seen in specific business-hubs like Dubai, Singapore and Shanghai. Of course, these cities are not a leading examples in the field of human rights and democracy however they created wealth out of nothing simply by playing this “backwards-scenario game.”

Another writer I particularly appreciate in this field of work is Dan Sobovitz, whom in his most recent article he says “..popular trust in digital service providers and #BigData is higher than the current trust in political institutions (which is dangerously low), sometimes even higher than our trust in our own cognitive ability.” I agree with this statement. Politics is bound to make people happy, but people want everything now. This goes into contrast with building and providing society with a vision on the long term.

Moderate politics in Europe is failing in this game, which is causing an absurd rise in populism. The basis of populism, as recent history teaches us, is the exploitation of people’s uncertainty. The idea of a united, free and prosperous Europe is a solid vision and it is the categorical imperative of the European union to provide this vision against the destruction that populism and short term nationalism is bringing.

Recently, I called EU communicators to stand their ground and I want to reiterate this invite by advocating the defense of this vision of Europe, which remains the most ambitious political project in human history and a Union of benefits for its citizens when they stand together.

It’s crazy to think that big tech companies are achieving this trust from the people, but I see no shame in taking inspiration from it and apply these principles to the political domain.

Getting jobs in the Eurobubble: a game of inches

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February 27, 2017

I had a lot of fun at the EU Studies Fair last week. For me it proved a very fruitful event for both students and professionals who are trying to get a foothold in that lions’ den that I call “Eurobubble jobs.”In my experience this can be quite a daunting challenge, but if it has been a journey that I think it is worth blogging about.

The most frequent questions I got:

I’m a student. How do I land an internship?
I’m an intern. How do I move from “intern” to “employed”?
How can I maximize my time in the most efficient way while looking for a job in the EU sphere?

Let’s get down to business.

eusf2017-6237

How did I land my first internship? It was 2010, a terrible time for job hunters. With a sluggish economy, in the middle of the worst crisis that Europe had witnessed since 1945, graduating between 2008 and 2012 was probably not the easiest time to lay the foundations of your career. Basically, there were no jobs around and all whether it be businesses related to politics, economics or communication, unpaid internships were really all that was on offer.

As a totally broke “economic migrant”, I could hardly afford unpaid work. I remember that together with a friend of mine at Maastricht University, we strategically worked our way towards getting a paid internship.

Firstly, we sent (literally) hundreds of spontaneous applications to all kind of businesses we thought might be interested in our profiles, not only in Brussels but in cities around world. I even remember getting an offer to go to Tbilisi to work for a think tank which I seriously considered doing – I really needed something.

Secondly, we screened a database of alumni from MU and looked at what they were doing. We also contacted them to see how they got their first jobs, and asked if we could get some tips and recommendations on which direction in which to move. Finally we took the plunge and headed to Brussels for a couple of nights just to check out what these alumni were doing and see where people hang out after work. It was during those nights that we realized that public affairs is not all about knowledge (seriously, it’s actually only a small part of it). That’s when I realized I needed to change my mindset.

85% of your financial success is due to your personality and ability to communicate, negotiate, and lead. Shockingly, only 15% is due to technical knowledge. Carnegie Institute of Technology.

To cut a long story short, we dared. We dared making the extra step to make sure we covered all possible angles in what was a pretty desperate search for employment, leaving no stone unturned. Eventually I got a paid traineeship at Bruegel which then turned into a job…but not after getting a few hundreds rejections from all other businesses. Rejection is bound to happen. If it doesn’t happen it means you are not setting yourself the ambition you deserve. You are just playing safe, away from disappointment but also away from opportunities.

Ergo, 1) be daring, 2) don’t give up no matter how many rejections you get and 3) cover all possible angles in the way your present yourself to the market.

eusf2017-5943

How can I maximize my time in the most efficient way while looking for a job in the EU sphere?

In the Eurobubble there is no real straightforward way to do this. But if I was forced to set out a clear-cut method to look for jobs it would be probably be something like this:

25% of your efforts have to be around generic applications and letters of presentation. These will give you an overview of what is out there, how companies, businesses and institutions are structured and the way they publish vacancies. It’s the mandatory background on the environment you are trying to enter.
25% should be on highlighting your social, extracurricular skills, passions and interests. This is a game of inches. For that one job in the bubble you applied for, trust me, there will be 100, 200 or 500 more people with similar profiles fighting for it. How can people decide to hire you over someone else? Most of the time, it’s what you don’t expect that will catch somebody’s attention. It might be a particular experience you have shared, an unusual language you speak or a common passion (whether it is photography, travelling or rock music) with your examiner. Don’t leave anything relevant behind when you present yourself.

50% of your time should be on targeted and strategic approaches. These are direct, tailored and personal e-mails, handshakes or comments that hint at a potential ” meeting” or “a coffee” to follow up a conversation.

They shouldn’t be about jobs or employment but they should casually and in the least intrusive way possible propose an encounter where you present yourself as “a person” before being “a professional.” Why 50% into this? Because it will take you much more time to approach 5 people with this method than approaching 20 companies in a speculative fashion.

Surprisingly, this is where most young professionals fail, in my opinion for one main reasons: The overdigitalization of our interactions is creating a society where human interactions are scary or even unknown. People born after the late 90s already jump into this world where interactions and dialogue are fully digital among peers. People born before that back to the 70s have more flexibility since they experienced this change and can apply both interactive methodologies. (I’m 31 and find myself somewhere in the middle). This is not an outcry against digitalization. It is just a fact of life.

On top of this, there has been a substantial change of values among generations. I’m generalizing here, but I confidently see how the generation of our parents had completely different values based on prosperity and stability (whether this was financial, societal, geographical or marital) while the current youngsters value freedom, experiences and independence on all fronts. More and more of us are not as fussed about buying houses, nor cars, nor getting married nor crave that lifelong job contract that our parents so desperately want us to get. So, why be shy, right?We have learnt to be more flexible and ready to adapt. But it is important that we exploit this flexibility.

As a sort of experiment, but also as a work management filter, when people ask me for a meeting, a reference, a favour etc., I always give them my phone number straightaway and say “Call me whenever.” Out of these people roughly 5 % call me while the remaining 95% don’t follow up, forget or come up with written excuses for not making things happen. In my experience, that 5% who reached out to me over the phone were successful in starting a business, organizing a conference or getting a valuable contact. That is because they want to be champions in what they do and they do what they gotta do with no excuses.

There is one more point I particularly wanted to get across the people I talked to during the event. In my opinion Brussels is like bodybuilding: It’s not for everyone. I’m not saying that you need special skills to come here and land an EU sphere job, but not everybody is ready or willing to play the game. What I’m saying is that the Eurojobs (in the wider sense) game is not 9AM to 5PM. It’s actually from 5PM onwards.

Do you want to get a confortable 9 to 5 job in an office and be happy with that? Cool. You can do that anywhere in the world from San Francisco, to Milan, from Kuala Lumpur to Dakar. Why choose Brussels?

Do you want to build a career in the field of international institutions, relations and affairs? Then Brussels is the place for you (together ex aequo with Washington, Geneva and the city of London). But that “career” is made of a lot more than sitting in the office in front of your desk. It’s a lot about shaking hands, going to conferences, making yourself known on social media, blog, talk, chat, explore, fail, learn and start over again and this is the part that is not for everybody.

Many people have the capacity of doing this, but this is likely not everybody’s vocation. The same way that people have the capacity to prepare for a fitness competition and to train every day, diet seriously, follow a coach, a nutritionist, and a physiotherapist, but not everybody is meant for it. Personally, I am addicted to both the institutional communications/relations game and bodybuilding but this is just me.

To summarize the key piece of advice I gave at the Euro Studies Fair…. it all comes down to following your true vocation which doesn’t depend on what your family or friends or society tells you to be. It is about what you want to be or become, taking risks, being laser-focused on a goal, and willing to pursue it no matter what it takes to get you there. You are hard wired to follow the path towards the completion of your goal. Now get out there and make things happen to achieve your goal in life because ain’t nobody gonna do it for you. I’m up for coffee or protein shake whenever you like.

Peace.

It’s time EU communicators stand their ground

marcoRecorder

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February 19, 2017

European Commission President Jean Claude Juncker said this a couple of days ago

“We are not proud enough of what we’ve achieved. This was a continent of divisions & wars.European unity is the great luck of our continent” pic.twitter.com/XBgqg7gU3t

— European Commission (@EU_Commission) February 17, 2017

This statement reflects on a problem that communicators advocating in favour of the European union have to face right now. I’m not referring in particular to communication professionals working for the institutions, but mainly to those who believe in the European project and work in communication, in Brussels and beyond.

I fully agree with President Juncker’s statement: we are not proud enough of what we have achieved. On the other side though, I see lack of courage when it comes to showing this feeling of pride and to counterattack populist arguments, fake news and groundless political campaigns aimed at destroying or undermining one of the greatest political projects in human history.

This, in my own experience, brings up to the surface a couple of issues:

Bubbles (not only the EURObubble) are too self-complacent. I define bubbles as cities or areas of cities that gather professionals working in the same field. Bubbles are echochambers where people have the same mindset (not necessarily they just think alike), which makes it hard for them to see what the world outside that sphere think.

I am a frequent attendee of conferences on communication, democracy, human rights and I see how, in Brussels, these debates are useless when the line-up of speakers is made of people that all share the same view or belong to the same societal stratum and are ergo unable to bring aglobal perspective to the discussion table. Instead, they like patting each other on the back by self-acknowledging their membership to the intelligentsia. Clearly, things are going the opposite direction over the past two years…and 2017 doesn’t seem to be more promising.

We are losing the communication battle with citizens outside of big cities, and still, we are not realizing the power we have in our hand to stand our ground and defend the European ideals now, when it matters most.

Self-complacency makes you a softy. Instead of fighting back, as President Juncker does and proposes, we get scared. I believe this is the time to stand our ground and use our skills, our arguments our knowledge to advocate for the benefits, the goodness and the founding principle of the Union. What the EU has achieved is tangible and it cannot be taken for granted.

The Social Media Team in the European Commission are applying these principles well. You can go on their Facebook page or Twitter account and see how they rebut wrong arguments, fake news or questionnable data. My call if for all those communicators who believe in EU unity to do the same on their personal accounts and not to shy away from populist digital campaigning. It’s not easy, I know. But we have the chance to act and make our contribution to a great cause. Let’s make our skills count.