With the new director in 2020, we received feedback that NAPA and the Nordic Council of Ministers are not well known in Greenland.
In our annual report of 2020 we described the situation as follows:
Cultural actors and people in general are not aware of the possibilities for applying for funding from the Cultur Support Programme and other programmes under the Nordic Council of Ministers.
Greenlandic youth is underrepresented both in Nordjobb and in applications to Nordplus.
Trust in the Nordic co-operation is relatively low, and most people do not fully see the benefits of being part of a Nordic community.
Vision work in practice:
“The Nordic region will be the world’s most sustainable and integrated region by 2030.”
This is an ambitious plan. We experience that it can be difficult to communicate what this really means in everyday life. It is challenging both internally in Nordic co-operation, but not least to the civilian population. For us at NAPA, it is therefore crucial that we find a way to communicate where all perspectives are discussed and shared. Only in this way can our work be perceived as relevant.
A challenge in Nordic co-operation is to include opinions and thoughts from those who do not have Scandinavian as their first language.
Another challenge is universally accessible communication. We have therefore spent a lot of time and energy communicating in such a way that everyone feels included. This means that we use 3 languages in our publications on all platforms. We are very conscious of using clear language when communicating. We strive for universal access to all communication and our events.
We express the vision work through 4 interdisciplinary focus points that are leading for all project work, the Culture Support Programme and communication work.
Our strategy is simple and understandable. It expresses how NAPA, with its competencies and physical location, can in the best possible way contribute to the vision being achieved.
In 2020 and further into 2021, NAPA has worked intensively to disseminate and increase knowledge in Greenland about Nordic co-operation. We have used several tools.
In 2021, we published 40 news articles on napa.gl in three languages. That is approx. 1 per week in the working year, which is completely in line with our goal. We have sent out 10 press releases, all with subsequent articles in the newspapers. We have been on KNR radio 5 times and communicated in Greenlandic to the Greenlandic-speaking audience.
The director has visited several towns and villages in Greenland. The director has also made contact with all the Greenlandic houses in Denmark. An exciting collaboration has developed with Norden i Skolen, where we come into contact with children and youths. In this way, it can contribute to children and young people feeling that they have an opportunity to realize themselves in a diverse Nordic community.
On Facebook, we have made 95 posts in 2021, ie almost two posts a week. Through these, we have reached 90,289 people with our postings and shares. In 2020, that figure was 40,281, and we have thus seen an increase in the range of 124%.
Followers and likes on the site have also increased during the year, where we have gained 101 new likes and 139 new followers. Of our target group (likes), 37.5% live in Greenland and 29.5% in Denmark. The remaining 33% is distributed across countries in the Nordic region and the rest of the world.
We often pay for posts on Facebook when we assess that certain content needs a greater reach. This can be content of a particularly important nature (eg change of application date) or an event we want great participation in (eg invitation to West Nordic Day 2021 or our webinar on Nordic Arctic Co-operation Programme).
On Instagram, we have 324 followers, a number that is rising slowly but surely. We do not use paid posts on Instagram and all our followers find us via organic search or referrals from other users.
The followers come from Denmark (23.1%), Finland (15.9%), Sweden (15.4%), Greenland (14%), Norway (13.1%), others (18.5%). As can be seen from the figures, our Instagram content has a broader Nordic appeal than our Facebook posts. Our aim is to use Instagram to promote the understanding of the Greenlandic language in the rest of the Nordic community.
60.4% of our followers on Instagram are in the age group 25-44 years, and the gender distribution is distributed with two thirds women and only 29% men.
On Instagram, due to Instagram's algorithms, we reach approximately twice as many northerners as we have followers. This means that we also reach people who do not seek out content about Nordic languages themselves.
Examples on own events:
NAPA’s infotravels For many years, we’ve believed that artists and cultural actors around the country knew of NAPA, and that those who needed help, sought it out. In the summer of 2020, we got the opportunity to participate in an information-journey made possible by the
West Nordic Day 2021 will be held on Thursday September 23 in Greenland, The Faroe Islands and Iceland to strengthen and put into focus the cultural collaboration between these 3 West Nordic countries.In Nuuk NAPA has organised to separate and fascinating events in Katuaq. The
Greenland and world was the theme when the former Greenlandic politician and author Aqqaluk Lynge visited Wake up with NAPA On an otherwise quite ordinary Friday in Nuuk, we had a distinguished guest at our Wake up with NAPA morning event. The first Friday of
Nuuk Nordic Culture Festival is a week-long celebration of art and culture in all its forms – far from the heart of the Nordic region, but close to the heart of Nordic co-operation. Since 2015 Nuuk Nordic Culture Festival has helped to set the standard for how far art and culture can go within Nordic co-operation.
