Public information and engagement strategy (D3.2)

Ref. Ares(2024)8736783 - 06/12/2024 Contributors NAME ORGANISATION Dr Aaron Jensen, Dr Fanie van Rooyen, Lali van Zuydam, Daniela Martin IMI Diego Iribarren IME Peer Reviews NAME ORGANISATION Diego Iribarren IME Maria Panadero CNH2 Marianna Franchino ENVI D3.2 Public information and engagement strategy DELIVERABLE TYPE Report MONTH AND DATE OF DELIVERABLE Month 19 WORK PACKAGE WP 3 LEADER IMI DISSEMINATION LEVEL Public AUTHORS Daniela Martin Lali van Zuydam Aaron Jensen Fanie van Rooyen PROGRAMME HORIZON EUROPE GRANT AGREEMENT 101111933 START June 2023 DURATION 24 months Ilaria Schiavi ENVI Revision History The information and views set out in this report are those of the author(s) and do not necessarily reflect the official opinion of the European Union, neither the European Union Institutions and Bodies nor any person acting on their behalf. VERSION DATE REVIEWER MODIFICATIONS 1 26 September 2024 Diego Iribarren Made minor revisions to terminology and improved overall consistency. 2 27 September 2024 María Panadero Clarified details about the public engagement workshops. 3 14 October 2024 Marianna Franchino and Ilaria Schiavi Expanded details on target audience profiles and monitoring mechanisms to enhance clarity and depth. Partners’ short names ENVI Parco Scientifico Tecnologico Per L’ambiente Environment Park Torino Spa IMI Institute for Methods Innovation IME Fundacion IMDEA Energia APRE Agenzia per la Promozione della Ricerca Europea CNH2 Centro Nacional Del Hidrógeno RIGP Regionalna Izba Gospodarcza Pomorza CLUSTER TWEED Cluster Tweed BH2C Balkanski Vodoroden Klaster Abbreviations NIMBY Not in My Backyard Index of Contents Executive summary 7 1. Introduction 8 Overview and scope 8 Public information and engagement objectives 8 2. Integration of findings from WP1 9 State-of-the-art analysis of public perceptions of hydrogen technology 9 Analysis of public engagement with H₂via social media channels 15 Recommendations for public engagement efforts 15 Relevant findings from other tasks 17 3. Audience profiles 17 Eco-conscious tech enthusiast 17 Informed optimist 18 Cautious sceptic 18 Pragmatic realist 19 4. Targeted communications 19 Targeted communications of audience profiles 20 Country-specific communications 22 5. Engagement channels 23 Social media platforms (e.g., X, LinkedIn, Instagram) 23 Webinars and virtual events 26 Environmental blogs and forums 27 Scientific publications 27 Newsletters and local publications 27 Town hall meetings and local workshops 27 Local news outlets 27 YouTube and video content 28 In-person information sessions 28 Local industry events 28 Local government and business-led publications 28 6. Feedback, monitoring and evaluation 28 7. Risk management 29 8. Conclusion 31 9. Appendix A: Indicative agenda for online public engagement workshops 33 10. Appendix B: Indicative agendas for international events 34 11. Appendix C: Participant informed consent 36 12. Appendix D: Participant registration form 37 13. Appendix E: Participant feedback template 39 14. References 43 Index of Tables Table 1. Audience insights from the literature review 9 Table 2. Correlations among audience insights from literature review and secondary data analysis 14 Table 3. WP1 recommendations for public engagement efforts 15 Table 4. Targeted communications for each audience profile 20 Table 5. Country-specific key messages 22 Table 6. Social media channels and audience alignment 24 Table 7. HYPOP partners’ social media numbers (as of November 2024) 25 Table 8. Potential risks 30 Executive summary The HYPOP public information and engagement strategy aims to enhance public understanding, trust, and participation in hydrogen technologies across Europe. By tailoring communication efforts to diverse audience profiles and addressing region-specific concerns, the strategy seeks to address knowledge gaps and foster a supportive environment for hydrogen as a key solution in the energy transition. The strategy identifies four key audience profiles—Eco-conscious tech enthusiasts, Informed optimists, Cautious sceptics, and Pragmatic realists—and employs targeted communication strategies to engage them effectively. Engagement activities include six online co-creation workshops tailored to address regional needs, two international online events for broader stakeholder outreach, and a diverse mix of social media campaigns, webinars, and publications. These activities are designed to be inclusive, evidence-based, and regionally relevant to build trust and facilitate public engagement. The strategy prioritises transparency, accessibility, and ethical standards, including GDPR-compliant data collection and multilingual materials. Success will be measured through feedback surveys, participation rates, and social media engagement metrics, ensuring the approach remains effective and responsive to public sentiment. Robust monitoring and evaluation mechanisms will inform ongoing adjustments and guide the development of public engagement guidelines. Collaboration among project partners, stakeholders, and the public is central to amplifying the strategy’s impact. By leveraging these partnerships, HYPOP aims to promote hydrogen as a trusted and essential component of Europe’s sustainable energy future, contributing to long-term goals for energy independence, environmental resilience, and economic development. This strategy positions HYPOP as a model for inclusive and impactful public engagement, fostering widespread acceptance and active participation in the hydrogen revolution. 1. Introduction Overview and scope This document outlines a strategy that aligns the overall WP objectives with the task-specific requirements for public engagement workshops. The strategy clarifies plans for delivering workshops that involve citizens, aiming to inform them and increase trust in hydrogen implementation. Key tasks include identifying stakeholders and specifying engagement activities designed to achieve these goals. This strategy ensures that all activities align with the HYPOP project's core objectives—to enhance public acceptance and foster a supportive environment for the implementation of hydrogen technologies across Europe. By raising awareness, increasing understanding, and facilitating accessible platforms for dialogue and cooperation, we seek to equip citizens and stakeholders with the knowledge and tools necessary to actively participate in the hydrogen economy. Public information and engagement objectives The overarching objective of the HYPOP project—to elevate public awareness and trust in hydrogen technologies—translates into a series of specific, actionable goals for public engagement. These goals not only support the project’s broad aims but also ensure that all engagement activities are methodically aligned with the needs of the stakeholders and the general public. 1. Enhance knowledge and awareness of hydrogen technologies HYPOP aims to raise public awareness about hydrogen technologies. This strategy will focus on educational initiatives. This includes developing clear, accessible information materials, like videos and infographics, to increase understanding and awareness of hydrogen technologies and their benefits. The content will highlight hydrogen's role in reducing carbon emissions and supporting the energy transition. 2. Build citizens’ trust through transparency and engagement To build trust, transparency and active engagement with the public and stakeholders will be prioritised. This includes offering co-creation opportunities. Public engagement workshops will be key, allowing participants to voice concerns, ask questions, and join discussions on hydrogen technology development. 3. Facilitate citizens’ participation in the hydrogen revolution Guided by HYPOP’s focus on guidelines and good practices, strategies will encourage and facilitate citizen participation. This includes outlining best practices for involving citizens and end-users to fully engage them in these processes. The aim is to gather input on their hopes, concerns, and expectations regarding hydrogen implementation, showing that their voices are heard and valued. 4. Develop public engagement best practices through feedback and evaluation Measures will be integrated to evaluate the effectiveness of engagement activities across all WP3 tasks. This evaluation, using surveys and feedback, will refine strategies to enhance public trust and acceptance of hydrogen technologies. Results will inform D3.4: Guidelines for public engagement on H2 technologies' implementation. 2. Integration of findings from WP1 WP1 findings provide critical insights into public perceptions, engagement levels, and knowledge gaps concerning hydrogen technologies across different EU countries and demographics. These findings provide the evidence base for the development of public engagement activities in WP3. State-of-the-art analysis of public perceptions of hydrogen technology As part of WP1, a literature review1examined key findings from a wide range of existing studies on the public perceptions of hydrogen technology in the EU27 countries. This involved using Google Scholar to find relevant studies, focusing on those articles that included survey data regarding public opinions on hydrogen technologies. A total of 153 related studies were screened, and 28 were selected for analysis alongside two additional unique sources (relevant European hydrogen project reports) that were the result of hand searches. The table below summarises audience insights from each of the 30 linked sources that are relevant for the planned public engagement activities. Table 1. Audience insights from the literature review Reference in D1.2 Specific insights for audience engagement 1 Achterberg et al. 2010 1. [...] factual knowledge about hydrogen positively influences support, cultural predispositions hold more sway in determining public acceptance. 2. [...] individuals with high trust in technology and environmental concerns exhibit stronger support for hydrogen technology. 3. For those not really predisposed to favour hydrogen technology, more knowledge about it does not (or very meagerly) lead to more support. For those already inclined to support hydrogen technology…these people are extra motivated to support hydrogen. 2 Bögel et al. 2018 4. [...] early stages of technology diffusion, public attitudes are not yet strong enough to significantly influence reactions to communication campaigns to increase social acceptance or merely inform the public about hydrogen fuel cells. 3 Heinz & Erdmann, 2008 5. [...] people who are neutral about hydrogen technologies and seek more information are easier to educate and persuade than those who are already opposed. 6. Indifference and a desire for more knowledge create an opportunity for effective communication, whereas opposition requires overcoming preconceived negative attitudes. 4 Barbier & Agnoletti, 2023 7. Those with higher knowledge of hydrogen saw it as more beneficial for the environment, while those with lower knowledge perceived greater problems with fossil fuels. 8. [...] increasing knowledge about hydrogen's environmental impact and emphasising the importance of environmental issues can enhance public 1HYPOP D1.2 (2024). State-of-the-art analysis of public perceptions and reactions to hydrogen and fuel cell technologies [HYPOP]. Horizon Europe, Grant Agreement 101111933. Retrieved from https://www.hypop-project.eu/wp-content/uploads/2024/07/D1.2.pdf Address safety concerns, infrastructural concerns, and misconceptions Address safety concerns about hydrogen, especially its reputation for being 'explosive,' and ease worries about planned infrastructure in residential areas (the NIMBY effect). Partners will showcase successful hydrogen projects in the EU, explaining key processes like transportation, pipelines, and storage to clear up misconceptions. They will also openly discuss safety concerns and how they are being managed to build trust. After the event, participants should have a better understanding of safety procedures and the real impacts of hydrogen infrastructure, especially in residential areas. Feedback should also indicate increased awareness of common misconceptions. Address differing, region-specific interests and concerns Adapt initiatives to fit the demographics and regional context of each country, ensuring they resonate with diverse European communities. Partners should address specific regional interests and concerns about local hydrogen projects that may directly impact participants. After the workshops, post-survey feedback must show that participants are now well informed about local hydrogen projects and are able to demonstrate knowledge on how region-specific safety or other concerns are being addressed. Women generally reported to have a lower overall familiarity with hydrogen technologies Actively include women in public engagement activities to increase awareness and to decrease the gender disparity. Use insights to improve access and inclusivity for women in the workshops, aiming for a 60:40 female-to-male participant ratio. Women participants should show increased confidence in their scientific knowledge of hydrogen technologies in post-survey feedback. Leverage existing local and national hydrogen success stories Showcase real-world examples of successful EU hydrogen implementations to demonstrate viability and benefits, helping convert awareness into informed support. Workshops should feature statistics and details about large-scale EU hydrogen projects (e.g. NortH2 in the Netherlands), to highlight benefits, safety, and procedures of the green hydrogen economy, alongside local examples. Participants should report greater awareness of successful large-scale hydrogen projects in the growing green economy (in post-survey). Highlight the environmental benefits of hydrogen technologies Highlight the environmental benefits and safety features of hydrogen technologies, emphasising their potential as a sustainable energy solution. The workshops will build on existing support for hydrogen by showcasing emission reductions from known projects, EU policies promoting the hydrogen economy, positive environmental impact assessments, and public enthusiasm for hydrogen mobility (HFCVs). Participants can identify specific environmental benefits of hydrogen technologies in post-survey feedback. Involve relevant roleplayers to increase transparency and trust Involve industry experts, academics, NGOs, community members, and policymakers to enrich discussions, share expertise, and increase transparency in promoting hydrogen technologies. The workshops will invite hydrogen industry experts, policymakers, and government officials to ensure open dialogue between citizens, industry, and government. Participants should report feeling more familiar with policymakers and industry leaders, and understand why they advocate for hydrogen, in post-survey feedback. Relevant findings from other tasks Finally, other findings relevant to this work come from Task 3.1, where a social life cycle assessment of a hydrogen bus transport system is being conducted. This system involves both onsite hydrogen production in a refuelling station and hydrogen use in a fuel cell bus. Relevant findings include: ●High relevance of product-specific supply chain definition. In the addressed system around 70 entities are covered. ●Social impacts behaviour in terms of hotspots identification depends on the considered specific social indicator(s). In the addressed system, some indicators are dominated by the first-tier activity (i.e. bus transport service) while others are dominated by activities in the extended tiers (e.g. manufacturing of components). ●Engaging citizens requires effective reporting of the social impact results, while maintaining scientific robustness. 3. Audience profiles Based on insights from WP1 findings, four broad audience profiles were identified: Eco-conscious tech enthusiast The eco-conscious tech enthusiast is typically between 25 and 45 years old, college-educated, and often resides in urban areas where renewable energy initiatives are prominent. This audience is highly knowledgeable about hydrogen and its environmental benefits, with a strong trust in science, technology, and environmental organisations. They actively seek renewable energy solutions and are willing to pay a premium for technologies that align with their eco-friendly values. Their support for hydrogen technology is driven by its potential to reduce reliance on fossil fuels and its promise as a sustainable energy source. Positive attitudes within this group are reinforced by credible, science-backed information that highlights hydrogen’s role in combating climate change. This audience profile includes: ●Technologists working in the renewable energy sector who are directly involved in developing and implementing green technologies, such as engineers designing hydrogen fuel cells. ●University students and graduates in environmental sciences, who are often highly aware of the latest advancements in sustainable energy. ●Members of environmental and conservation NGOs, such as Greenpeace or local advocacy groups. ●Science communicators, including those managing blogs or social media channels dedicated to sustainability. ●Consumers who actively invest in green technologies, such as solar panels or electric vehicles. Informed optimist The informed optimist is generally over 50 years old, with a background in higher education, often in fields like engineering or science. They tend to live in small towns or rural areas, particularly in regions where renewable energy projects are emerging. This group possesses a strong understanding of hydrogen and its potential as a renewable energy source. They place significant trust in established institutions, such as local government and industry, to manage the safe and effective deployment of hydrogen technology. Their support is driven by a belief in the environmental and economic benefits of hydrogen, particularly its role in reducing dependence on fossil fuels. They are likely to back hydrogen initiatives if these are framed as part of a broader, trustworthy effort to transition to renewable energy. This audience profile includes: ●Engineers and scientists with a background in STEM fields, many of whom have experience working on renewable energy projects or infrastructure. ●Community leaders advocating for local renewable energy initiatives—such as town officials supporting wind or solar farms—. ●Educators in science and technology, whether at schools, universities, or informal learning institutions. ●Members of local science clubs or associations, who frequently engage in discussions about emerging technologies. ●Investors in green technology, who evaluate the feasibility of renewable energy projects. Cautious sceptic The cautious sceptic is typically aged between 35 and 55, with a varied educational background, often including some college education, and usually residing in suburban or semi-rural areas. This group has moderate knowledge about hydrogen but harbours concerns about its safety and associated costs. They tend to be distrustful of new technologies unless clear evidence of safety and reliability is provided. Initial costs are a significant consideration, and they require convincing proof of hydrogen's cost-effectiveness in the long term. Their attitudes are heavily influenced by media framing and perceived risks, leaving them neutral or mildly supportive of hydrogen technology but in need of further reassurance. This audience profile includes: ●Members of environmental lobby groups or activists who focus on ensuring renewable energy projects, including hydrogen initiatives, meet safety and environmental standards. ●Concerned citizens who live near planned hydrogen infrastructure—such as storage facilities or refuelling stations—. ●Members of the general public with limited knowledge of hydrogen technologies, who often rely on media coverage to form their opinions. ●Technologists from competing renewable sectors, like wind or solar energy, who may view hydrogen as a competitor for resources and investment. Pragmatic realist The pragmatic realist is typically aged 40 to 60, with a background in vocational or technical training, living in suburban or rural areas, especially where industry or energy jobs are common. They have a good understanding of hydrogen technology but are more focused on its practical and economic benefits than environmental ideals. They are sceptical of new technologies unless they offer clear, immediate advantages, like cost savings or job creation. For them, reliability and proven success matter more than innovation, and they’re likely to support hydrogen if it’s presented as a stable, cost-effective alternative that benefits their local economy. This audience profile includes: ●Technical and vocational workers in industries such as manufacturing, construction, or logistics, who are interested in how hydrogen technologies can create local job opportunities or streamline operational costs. ●Entrepreneurs, such as small business owners seeking cost-effective energy solutions to reduce overhead expenses. ●Politicians and policymakers who focus on practical, economically driven energy solutions to meet community or regional development goals. 4. Targeted communications Effective communication is critical to ensuring the success of public engagement activities related to hydrogen technologies. The diversity of audience profiles and regional contexts requires a tailored approach to engagement, where messages and methods are aligned with the specific needs, interests, and concerns of different stakeholder groups. This section provides an overview of two key elements of the targeted communications strategy: engagement strategies for distinct audience profiles and country-specific messaging based on findings from WP1. Together, these approaches will enhance public understanding, acceptance, and support for hydrogen technologies across various demographics and regions. Targeted communications of audience profiles Table 4 outlines specific engagement strategies for each of the audience profiles identified through the WP1 analysis. These strategies are designed to align with the characteristics, preferences, and communication habits of each group, ensuring that messages resonate and inspire action. By using tailored communication channels, messaging techniques, and engagement formats, these strategies will help address the unique concerns and motivations of each audience segment, from tech-savvy early adopters to cautious sceptics. Table 4. Targeted communications for each audience profile Profile 1: Eco-conscious tech enthusiast Engagement strategy To engage this audience, it is essential to focus on providing detailed, scientifically grounded information that underscores hydrogen’s environmental advantages and technological progress. Campaigns should emphasise hydrogen’s contribution to achieving climate goals, supported by endorsements from trusted scientific and environmental organisations. Messaging should also highlight the long-term benefits of investing in hydrogen technologies, positioning them as key to a sustainable future. Priority channels ●Social media platforms (especially platforms like LinkedIn, Twitter/X, Instagram) ●Webinars and virtual events ●Environmental blogs and forums ●Scientific publications Recommendations ●Use visually engaging content, such as infographics and videos, to highlight the environmental benefits of hydrogen ●Share science-backed articles and reports on trusted platforms ●Promote webinars and virtual events where they can engage with experts and peers on the topic of hydrogen technology Key WP1 recommendations addressed Highlighting success stories (e.g., NortH2). Targeting knowledge gaps through accessible, data-driven content. Building trust in science-backed solutions. Profile 2: Informed optimist Engagement strategy To engage this audience, it is important to highlight hydrogen’s role in reducing local environmental impacts and contributing to community sustainability goals. Emphasising the involvement of trusted institutions and industry partnerships in ensuring the success and safety of hydrogen projects will resonate strongly with them. Showcasing examples of successful hydrogen implementations in similar communities will further strengthen their support. Additionally, providing opportunities for them to engage in local hydrogen projects, such as town hall meetings or participatory planning sessions, will align with their values of responsibility, innovation, and community well-being, making them more likely to actively support and advocate for hydrogen technology. Priority channels ●Newsletters and local publications ●Town hall meetings and local workshops ●Webinars and virtual events Recommendations ●Focus on detailed case studies of successful hydrogen projects ●Emphasise the role of trusted institutions and partnerships ●Encourage participation in local discussions and decision-making processes through town hall meetings and local workshops Key WP1 recommendations addressed Highlighting regional success stories. Increasing transparency through trusted institutions. Addressing local sustainability and safety concerns. Profile 3: Cautious sceptic Engagement strategy To engage this audience, communication should prioritise addressing safety concerns head-on, showcasing robust safety measures and real-world examples of safe hydrogen use. Transparent cost comparisons, demonstrating hydrogen's economic viability over time, will be crucial. Building trust through endorsements from local, trusted figures and institutions is essential, as is providing balanced media coverage that acknowledges their concerns while offering factual, reassuring information about hydrogen's benefits. Offering informational sessions where they can directly interact with hydrogen technology and its proponents will further help to assuage their scepticism and build their confidence in its adoption. Priority channels ●Local news outlet ●YouTube and video content ●In-person information sessions ●Webinars and virtual events Recommendations ●Provide clear, fact-based information in a straightforward manner ●Highlight local safety initiatives and real-world examples of successful hydrogen projects ●Use trusted local figures in testimonials and endorsements Key WP1 recommendations addressed Tackling safety misconceptions and affordability concerns. Increasing trust through transparency and trusted voices. Providing accessible, region-specific engagement. Profile 4: Pragmatic realist Engagement strategy To engage with this audience, messaging should focus on the economic benefits of hydrogen, such as lower energy costs and job opportunities. Highlighting successful, reliable projects in similar communities will appeal to them. Address their practical concerns directly, comparing hydrogen with traditional energy sources in terms of cost and reliability. Endorsements from industry experts and local leaders who understand their concerns will also be effective. The key is to position hydrogen not just as a green option but as a practical, economically wise choice for the future. Priority channels ●Local industry events ●Local government and business-led publications ●Webinars and virtual events Recommendations ●Use practical, straightforward language that focuses on economic benefits and reliability ●Provide direct comparisons with traditional energy sources ●Highlight job creation and local economic impacts in communications targeted at this group Key WP1 recommendations addressed Emphasising job creation and economic benefits. Demonstrating hydrogen’s reliability and cost-effectiveness. Leveraging local success stories. Country-specific communications Table 5 provides targeted messaging recommendations for each country involved in the project, based on the findings from WP1. This table draws on data about public awareness, attitudes, and engagement levels across the EU, ensuring that communication efforts are contextually relevant and responsive to regional variations. By addressing specific concerns and focusing on country-specific opportunities, these messages will foster greater public trust and acceptance of hydrogen technologies Table 5. Country-specific key messages Country Summary of findings Key messages Italy ●High awareness and familiarity with hydrogen energy, with 90% having heard of it and 36% familiar with it. ●Positive views on hydrogen as a sustainable energy source (74% agreement) and as a solution for energy dependence (89% agreement). ●Low opposition to hydrogen as a safe energy source (15% disagreement). ●Hydrogen is a safe and sustainable energy source with strong public support in Italy. ●Embracing hydrogen can significantly reduce the country's energy dependence and promote environmental sustainability. ●Hydrogen is a clean energy source that helps to significantly lower carbon footprints. Poland ●High awareness of hydrogen energy, with 88% having heard of it and 36% familiar with it. ●Strong positive views on hydrogen's potential to reduce energy dependence (88% agreement) and its sustainability. ●Poland is on the path to becoming a leader in hydrogen energy by 2030, with strong public support. ●Integrating hydrogen with renewable energy sources will enhance the country's energy independence and sustainability. ●Hydrogen is produced from renewable sources, making it a clean and sustainable energy option. Belgium ●Mixed awareness levels, with 85% having heard of hydrogen energy but only 22% familiar with it. ●Moderate agreement on hydrogen's sustainability and safety, but with some scepticism about its overall benefits. ●Hydrogen is a versatile and powerful energy source that is driving the transition to a cleaner future. ●Local and national hydrogen energy projects have shown substantial benefits in various sectors, from transportation to industry. ●Hydrogen energy systems have a track record of safety and efficiency, supported by scientific and industry research Spain ●Moderate awareness and familiarity with hydrogen energy, with 84% having heard of it and 20% familiar with it. ●Positive views on hydrogen as a sustainable energy source (70% agreement) and as a safe energy source (66% agreement). ●Low opposition to hydrogen, with 20% disagreeing with its safety. ●Hydrogen is key to reducing energy dependence and promoting sustainability in Spain. ●The safety of hydrogen is backed by extensive testing and adherence to international safety standards. ●There are many successful local and national hydrogen projects that have significantly reduced carbon emissions. Ireland ●Moderate awareness and familiarity with hydrogen energy, with 79% having heard of it and 20% familiar with it. ●Positive views on hydrogen's sustainability and energy dependence, with 86% agreement on its potential to reduce energy dependence. ●Hydrogen technology is becoming more accessible and is integral to our sustainable energy landscape. ●Hydrogen is a versatile and powerful energy source that is driving the transition to a cleaner future. Bulgaria ●High awareness, with 86% having heard of hydrogen energy and 33% familiar with it. ●Mixed views on hydrogen's sustainability and safety, with a significant portion of the population still unfamiliar with its benefits and safety. ●Understanding how hydrogen works and its benefits is essential for embracing a sustainable energy future. ●Real-world examples demonstrate how hydrogen can provide clean, reliable energy solutions for local communities. ●Hydrogen is a safe energy source with rigorous safety standards and protocols in place. It is advisable that any public information and engagement activity incorporates a combination of the strategies outlined in tables 4 and 5, ensuring a comprehensive and cohesive approach that maximises impact across diverse audiences and regions. 5. Engagement channels Social media platforms (e.g., X, LinkedIn, Instagram) Social media platforms are ideal for reaching the Eco-conscious tech enthusiast, who is active online and engaged with environmental and technological content. With approximately 63% of the world’s population using social media as of July 20244, these platforms provide an excellent opportunity to reach other audience profiles as well. Campaigns should be tailored to specific messaging suited to each platform, ensuring that the identified audience segments are effectively engaged. 4Statista (2024). Number of internet and social media users worldwide as of October 2024. Retrieved from: https://www.statista.com/statistics/617136/digital-population-worldwide/#:~:text=As%20of%20July%202024%2C%20th ere,population%2C%20were%20social%20media%20users The WP1 social media content analysis (D1.4) focused primarily on X (formerly Twitter) and Reddit, which revealed different dynamics on each platform. X tends to host political or ideological conversations, making it a valuable space to reach not only the Eco-conscious tech enthusiast but also the Cautious sceptic. X’s emphasis on real-time news discussions makes it ideal for event-driven engagement, such as policy announcements or industry developments. On the other hand, Reddit, with its more closed-off, moderated forums, may not be as effective for broad knowledge dissemination but excels in detailed technical discussions. For broader reach, platforms like Facebook are likely to resonate with older audience profiles such as the Informed optimist and Pragmatic realist. Facebook offers a trusted space for sharing detailed information and community-driven discussions. LinkedIn, designed for professional networking, is an essential channel for disseminating higher-level knowledge, especially among tech-focused professionals and those involved in policy or industry. Additionally, YouTube and Instagram, which prioritise visual content, can capture attention through engaging infographics, short videos, and animations that explain hydrogen technologies in simple, visually appealing terms. Project partners will share responsibility for leveraging their own social media accounts on platforms such as X,LinkedIn,YouTube,Facebook, and Instagram. By combining their efforts, partners can reach a broader, more diverse audience to maximise accessibility and inclusivity. To optimise the effectiveness of social media campaigns, partners should leverage their own networks and use the recommendations from WP1. The table below provides an overview of the recommended social media channels, the audience profiles they best reach, and the types of content and actions that can be employed to maximise engagement. Table 6. Social media channels and audience alignment Channel Audience profiles Recommended content types Specific actions LinkedIn ●Eco-conscious tech enthusiast ●Informed optimist ●Science-backed articles ●Industry news ●Success stories, ●Infographics ●Share professional posts about hydrogen projects ●Publish white papers ●Promote webinars targeting experts Twitter/X ●Eco-conscious tech enthusiast ●Cautious sceptic ●Event-driven news ●Live updates ●Videos ●Expert quotes ●Post updates during events ●Share safety statistics and infographics addressing concerns Instagram ●Eco-conscious tech enthusiast ●Cautious sceptic ●Infographics ●Short videos ●Visual storytelling ●Share reels or stories highlighting hydrogen’s environmental benefits and safety features Facebook ●Informed optimist ●Pragmatic realist ●Local project updates ●Community discussions ●Visual posts ●Promote town hall meetings and workshops ●Create polls or Q&A threads on hydrogen adoption YouTube ●Cautious sceptic ●Pragmatic realist ●Explainer videos ●Testimonials ●Case studies ●Upload demonstrations of hydrogen technology ●Share testimonials from trusted voices To optimise social media campaigns, partners should follow the recommendations for targeted engagement outlined in WP1’s D1.4, including: ●Using social media to communicate accurate, simple-to-understand information on hydrogen technologies to address knowledge gaps and counter misconceptions. ●Tailoring strategies to account for geographic, demographic, and socio-political variability in different EU countries. ●Leveraging event-driven peaks (e.g., policy announcements or new hydrogen projects) for maximum impact. ●Targeting campaigns at demographics with lower awareness of hydrogen technology. ●Emphasising hydrogen’s environmental, sustainability, and safety benefits. ●Championing local and national hydrogen success stories and case studies. ●Collaborating with partner organisations, industry stakeholders, academia, and non-governmental organisations to increase impact and reach. The following table shows the current reach of HYPOP partners' social media channels: Table 7. HYPOP partners’ social media numbers (as of November 2024) Followers HYPOP partner Facebook X LinkedIn YouTube Instagram TOTAL ENVI 3,000 574 5,000 775 810 10,159 IMI 396 333 773 N/A N/A 1,502 IME 45 2,087 9,000 22 1,063 12,217 APRE 7,000 2,808 14,000 3,090 N/A 26,898 CNH2 1,100 2,113 11,000 62 1,788 16,063 RIGP 3,300 N/A 2,000 112 N/A 5,412 CLUSTER TWEED N/A 906 N/A 63 N/A 969 BH2C No social media channels available TOTAL 14,841 8,821 41,773 4,124 3,661 73,220 Social media reach and impact can be significantly increased if stakeholder organisations outside of HYPOP agree to share relevant campaign posts. This organic sharing could be driven by shared interests with organisations such as the European Commission (950,000 followers on Instagram, 2 million on LinkedIn), the Clean Hydrogen Partnership (10,000 followers on X, 43,000 on LinkedIn), These tools will provide valuable insights into public sentiment, knowledge gains, and the overall effectiveness of the strategy, ensuring it remains responsive to the needs of diverse audiences. Collaboration among project partners, stakeholders, and the public is essential for amplifying the strategy’s impact. By working together, HYPOP aims to create a supportive environment that accelerates the adoption of hydrogen technologies, contributing to Europe’s long-term goals for sustainability, energy independence, and economic resilience. With this strategy, HYPOP seeks to position hydrogen as a trusted and integral component of the sustainable energy landscape. 9. Appendix A: Indicative agenda for online public engagement workshops5 Introduction (15 min) (Plenary) ●Welcome and introduction. ●Brief overview of the workshop's objectives and agenda. ●Icebreaker activity: Quick poll on participants' initial thoughts on hydrogen systems. Starter questions should be based on the country-specific fact sheets. Example of starter questions: Do you believe hydrogen is a safe energy source? Can hydrogen significantly impact our future energy needs? Are hydrogen technologies environmentally friendly? Understanding hydrogen technologies (20 min) (Plenary) ●Brief intro to HYPOP project and H2 technology context. ●How hydrogen systems work: A simple explanation. ●Benefits and challenges of hydrogen as an energy source. ●Country-specific facts: an overview of perceptions, policies and current projects. Debunking myths vs facts (20 min) (Breakout groups) ●Introduction to the activity: Participants will share their perceptions, concerns, and questions about hydrogen systems. ●Facilitators address common myths and misconceptions (based on WP1 results and participants’ inputs). Break (10 min) Future perspectives on hydrogen technologies (20 min) (Breakout groups) ●Introduction to the activity: Participants will write a short fictional newspaper article on hydrogen technologies, highlighting potential, challenges, and relevance to Europe and/or their local context. ●Provide each group with country-specific fact sheets, statistics, etc. ●Allow groups to brainstorm, draft, and finalise their articles. Discussion and feedback (10 min) (Plenary) ●Groups share their articles. ●Facilitate a discussion on the different perspectives and angles presented in the articles. ●Provide feedback and highlight key takeaways. Q/A and open discussion (15 min) (Plenary) ●Q/A session ●Recap the main points discussed during the workshop. ●Share resources for further reading (HYPOP website etc.). ●Encourage participants to share their knowledge with their communities. ●Distribute feedback form (survey link). ●Thank participants for their time and engagement. 5This agenda has an approximate length of 115 minutes. Partners can adjust activities as needed to fit within the 90 to 120-minute timeframe. 10. Appendix B: Indicative agendas for international events Webinar ‘Raising Awareness of Hydrogen: Best Practices from the HYPOP Project’ Introduction (5 min) (Plenary) ●Welcome and introduction. ●Brief overview of the webinar's objectives and agenda. Hydrogen’s role in Europe’s energy future (10 min) (Plenary) ●Discussing hydrogen’s importance in the EU's energy and climate strategy. ●How hydrogen serves as a bridge in the transition to renewable energy sources. Key insights from the HYPOP (25 min) (Plenary) ●Presentation of the main findings from the HYPOP project. ●Insights into how different sectors—industrial, governmental, and public—can collaborate to drive hydrogen adoption. ●Overview of SLCA results. Challenges and opportunities (10 min) (Plenary) ●Identifying the socio-economic, technical, and regulatory hurdles that currently impede hydrogen's broader uptake. ●Looking beyond the HYPOP project. Q/A session (5 min) (Plenary) ●Allow participants to ask questions and seek clarifications on the topics discussed. Conclusion (5 min) (Plenary) ●Recap the main points discussed during the webinar. ●Thank participants for their attendance and encourage feedback for future webinars. = 1 hour Webinar ‘Engaging Non-Technical Audiences: Best Practices for Energy Communication’ Introduction (5 min) (Plenary) ●Welcome and introduction. ●Brief overview of the webinar's objectives and agenda. Understanding your audience (10 min) (Plenary) ●Identifying and segmenting non-technical audiences. ●Tailoring messages to different audience segments. Simplifying complex concepts (5 min) (Plenary) ●Techniques for breaking down technical information. ●Using analogies and storytelling to make content relatable. Visual communication tools (10 min) (Plenary) ●Importance of visuals in explaining energy topics. ●Best practices for using infographics, charts, and diagrams. ●Examples of effective visual communication in the energy sector. Engagement strategies (10 min) (Plenary) ●Interactive methods to engage non-technical audiences. ●Utilising social media, webinars, and community events. ●Case studies of successful public engagement campaigns. Handling questions and misconceptions (10 min) (Plenary) ●Strategies for addressing common misconceptions about energy topics. ●Techniques for effectively answering audience questions. Q/A session (5 min) (Plenary) ●Allow participants to ask questions and seek clarifications on the topics discussed. Conclusion (5 min) (Plenary) ●Recap the main points discussed during the workshop. ●Thank participants for their attendance and encourage feedback for future events. = 1 hour 11. Appendix C: Participant informed consent The HYPOP project is pleased to invite you to join our live online workshop “Hydrogen technologies: Exploring facts, myths and future perspectives” on [date] from [time]. The following statements are meant to ensure you have adequate information about how your responses to this registration and feedback after the co-creation workshop will be used and what will happen to the data you provide: ●Partners in the HYPOP consortium may use my information to communicate with me about further events or workshops. ●My responses to this event registration and feedback survey will be confidentially stored and used for project purposes. ●My identity will not be disclosed for commercial use by a third party or made public without my explicit consent. ●My participation is voluntary, I can withdraw at any time and ask for any personally identifiable information to be deleted. ●The information I provide about myself is confidential by default. ●After anonymisation, the data I submit may be published as an open dataset. Please indicate whether you understand and agree with the statements above, and consent to participate in this survey: I consent to participate in this event and for any data that I submit to be used for event-related purposes. In addition, please also indicate whether you opt-in to these unique considerations: Yes, you may add me to HYPOP’s community and contact me about participating in project-related activities such events, workshops, relevant initiatives and activities. Yes, you may use the contact details I provide to keep me updated on event results. Yes, you may contact me to participate in other future projects. Please indicate whether you consent regarding photography, video or audio recordings from participation in the project: I consent to my image, video, and voice being recorded during project activities, and used under the conditions mentioned in the above statements. HYPOP has received funding from the Clean Hydrogen Partnership and the European Union’s Horizon Europe: Climate, Energy and Mobility programme under grant agreement No. 101111933. HYPOP’s partners ensure that processing activities take place in compliance with Regulation 2016/679 (GDPR). 12. Appendix D: Participant registration form Contact information Q1 First name Q2 Last name Q3 Primary email address Tell us more about yourself We are asking these questions to understand better the diversity within the pool of participants in this workshop. Q4 Gender Male Female Non-binary A gender not listed here Prefer not to say Q5 Age (enter as a whole number, e.g. 20) Q6 What is your current employment status? Employed full-time or part-time Self-employed Unemployed Student Retired Other (please specify) If Employed or Self-employed: What is your current job title/role? If Student: What is the primary focus of your studies? Q7 What are you hoping to gain from this event? Q8 Do you require any assistance to fully participate in this virtual workshop? Yes No Unsure Prefer not to say If yes: What accommodation will help you fully participate in this workshop? Q9 [Likert Scale (5-point: Not at all Familiar - Extremely Familiar)] Not at all Familiar Slightly Familiar Somewhat Familiar Moderately Familiar Extremely Familiar Not applicable / No opinion How familiar are you with hydrogen energy technologies? Q10 What comes to mind when you think of hydrogen energy? [Textarea] Q11 Please indicate the extent to which you agree or disagree with the following statements about hydrogen as an energy source. Select the option that best represents your view. [Likert Scale (5-point: Strongly agree - Strongly disagree)] Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Not applicable / No opinion Hydrogen is a safe energy source Hydrogen is a sustainable energy source Hydrogen is as polluting as Diesel or gasoline Q13 Are you aware of any local hydrogen projects in your country? [Textarea] Q14 Are you familiar with your country’s national hydrogen strategy or policy? I don’t know if we have one I know there is a strategy/policy but I am not familiar with it I am familiar with my country’s hydrogen strategy/policy Please click Submit to send your responses. 13. Appendix E: Participant feedback template Thank you for participating in the live online workshop “Hydrogen technologies: Exploring facts, myths and future perspectives”. The following statements are meant to ensure you have adequate information about how your responses to this feedback survey will be used and what will happen to the data you provide: ●Partners in the HYPOP consortium may use my information to communicate with me about further events or workshops. ●My responses to this feedback survey will be confidentially stored and used for project purposes. ●My identity will not be disclosed for commercial use by a third party or made public without my explicit consent. ●My participation is voluntary, I can withdraw at any time and ask for any personally identifiable information to be deleted. ●The information I provide about myself is confidential by default. ●After anonymisation, the data I submit may be published as an open dataset. Please indicate whether you understand and agree with the statements above, and consent to participate in this survey: Yes, I understand, agree, and am willing to participate in this survey. HYPOP has received funding from the Clean Hydrogen Partnership and the European Union’s Horizon Europe: Climate, Energy and Mobility programme under grant agreement No. 101111933. HYPOP’s partners ensure that processing activities take place in compliance with Regulation 2016/679 (GDPR). Please click Next to continue [PAGE BREAK] We are asking these questions again to match your registration responses with feedback results. Your responses will be anonymised before any data or results are published as an open dataset. Q1 First name Q2 Last name Q3 Primary email address Q4 Gender Male Female Non-binary A gender not listed here Prefer not to say Q5 Age (enter as a whole number, e.g. 20) Q6 Did you attend the co-creation workshop? Yes No Q7 What comes to mind when you think of hydrogen energy? [Textarea] Q8 Please indicate the extent to which you agree or disagree with the following statements about hydrogen as an energy source. Select the option that best represents your view. [Likert Scale (5-point: Strongly agree - Strongly disagree)] Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Not applicable / No opinion Hydrogen is a safe energy source Hydrogen is a sustainable energy source Hydrogen is as polluting as Diesel or gasoline Q9 Are you aware of any local hydrogen projects in your country? [Textarea] Q10 Are you familiar with your country’s national hydrogen strategy or policy? I don’t know if we have one I know there is a strategy/policy but I am not familiar with it I am familiar with my country’s hydrogen strategy/policy Q11 Did the workshop highlight any misconceptions you might have had about hydrogen energy? Yes No Unsure Prefer not to say If yes: Please elaborate. Q12 What activities or events do you think would be most effective to help people learn about and understand hydrogen energy technologies? Tick all that apply. Hands-on demonstrations and exhibitions Community workshops Public lectures and Q&A sessions Virtual webinars and live-streamed events Social media campaigns Newsletters and local publications Other (please specify) For each pair of words below, please select the point between them that best describes your views of the event: Q13 The co-creation workshop was… Q14 Using the response options below, please indicate your views about the co-creation workshop you attended. [Likert Scale (5-point: Strongly agree - Strongly disagree)] Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Not applicable / No opinion I was disappointed with the workshop. I found the workshop confusing. The workshop was poorly