BE-EU: Communicating Europe Outside the Box

The EUROPE DIRECT Florence communication campaign is underway, combining artistic language with in-depth analysis of current European Union issues.

The European Union comes to life through real issues that affect people’s daily lives.

Explaining what the European Union does, what it works on, and, most importantly, how it impacts our daily lives: this is the goal of “BE-EU: Communicating Europe Outside the Box”, the new campaign created by EUROPE DIRECT Florence under the artistic direction of Nextudio.

Such goal is achieved through five artworks created by five nationally and internationally renowned artists, specifically designed to capture people’s attention in public spaces. The works will be displayed throughout the city starting from July 1 2026, appearing on billboards at various locations in the city centre.

Each artwork will be dedicated to a specific theme that’s relevant to the work of the European Union, and through the EUROPE DIRECT Florence website, visitors will be able to explore related EU policies, campaigns, and opportunities that impact the daily lives of all citizens.

With its straightforward, stimulating, and wide-reaching visual language, BE-EU brings the Union into the urban space, turning institutional communication into a cultural tool that can catch people’s eyes, spark questions, and forge connections. This campaign thus uses poster art not merely as a graphic tool, but as a form of public communication: approachable, recognisable, accessible, and present in the places people walk through every day.

The climate crisis is one of the greatest challenges of our time. Prolonged droughts, floods, extreme weather events, and the decline of biodiversity are causing increasingly serious damage to local areas and communities. To address these challenges, the European Union launched a wide-ranging programme of economic and environmental transformation through the European Green Deal, a strategy that aims to make Europe the first climate-neutral continent by 2050, whilst simultaneously promoting sustainable, competitive and inclusive development.

The protection of water resources, rivers, lakes, and seas is a key priority of this programme. The legal basis for European action is the Water Framework Directive (2000/60/EC), which establishes an integrated system for the management of inland surface waters, coastal waters, transitional waters, and groundwater. The Directive also promotes the protection of aquatic ecosystems and the sustainable use of water resources, thus recognising the environmental, economic, and social value of water. Currently, the European regulatory framework is undergoing a process of updating so that it can respond even more effectively to the latest challenges posed by climate change and pollution.

In addition to legislative measures, the European Commission has recently reinforced its commitment through the European Water resilience strategy, which aims to improve the management of the entire water cycle, from source to sea. Its ultimate goal is to ensure that water resources can withstand the effects of the climate crisis more effectively through the protection of natural ecosystems, efficient water use, pollution reduction, and the restoration of the natural water cycle.

EU Missions also play a central role; initiated under the Horizon Europe programme, they bring together institutions, researchers, businesses, local authorities and citizens to develop practical solutions to major contemporary challenges. One such mission, "Restore Our Ocean and Waters", aims to protect and restore the health of oceans, seas, rivers and lakes by 2030 through research, innovation, sustainable investment and active citizen participation. The mission is structured around three main objectives:

  • Protecting and restoring marine and freshwater ecosystems and biodiversity
  • Protecting oceans, seas and watercourses by eliminating pollution
  • Promoting a sustainable, circular, and carbon-neutral blue economy

The protection of water resources concerns not only natural ecosystems, but also people’s quality of life, public health, local economies and societal resilience. As such, European climate and environmental policies can have a real impact on local areas, helping to build more sustainable cities and communities.

The first artwork was created by Claudia Bessi, an illustrator and graphic designer based in Florence, who interpreted the theme of protecting oceans and waters by setting it within the landscape of the river Arno. With her soft, captivating lines, pastel colours, and a composition full of details, the artist brings to light an ecosystem that is often invisible to the eye: the pike, the European eel, the chub, the roach, the tench and other freshwater fish, all swimming through lush vegetation, convey the richness of the flora and, particularly, the fauna that inhabits the river, often hidden beneath the surface. The result is an artwork that reflects the urban environment, highlighting the importance of protecting marine and river ecosystems to combat climate change whilst also inspiring new imaginative perspectives on how cities can be experienced.
 

The European Union is founded upon the principles of respect for human dignity, freedom, democracy, equality, the rule of law, and human rights, which include the rights of individuals belonging to minority groups. This is established in Article 2 of the Treaty on European Union (TEU), which recognises the protection of minorities as one of the fundamental values that underpin European society.

Such foundation is further reinforced by the key role that the Council of Europe (CoE)—an international organisation that promotes democracy, human rights and the rule of law—plays in the protection of minorities. The Framework Convention for the Protection of National Minorities, a treaty adopted in 1994 and currently enforced in 38 states, recognises several specific rights, including:

  • The right of every individual to freely choose whether to identify as a member of a national minority;
  • The right to preserve and develop one’s own language, culture and traditions, including in the fields of education and teaching;
  • The right of national minorities to fully participate in the cultural, social and economic life of their country.

In line with these principles, a key means of protecting minorities in the EU is the safeguard of linguistic diversity. The European Union recognises the value of multilingualism and, as stated in Article 3 of the TEU, pledges to respect the richness of its cultural and linguistic diversity. This principle is further reinforced by Articles 21 and 22 of the Charter of Fundamental Rights of the European Union, which prohibit discrimination on grounds of language and promote respect for linguistic diversity.

Contrary to what one might think, neither English nor French is the official language of the European Union: the EU recognises 24 official languages and guarantees every citizen the right to communicate with the European institutions using any of them. Legislative acts are available in all official languages, and the European Commission, the European Parliament, the Council of the European Union and the European Council provide interpretation and translation services to ensure that everyone can have full and equal participation in the work of these institutions.

The promotion of linguistic diversity is also reflected in dedicated initiatives, such as the European Day of Languages, celebrated every year on September 26 by the European Commission and the Council of Europe, and the Creative Europe programme 2021–2027, which supports the cultural and creative sectors across the EU. The aim of these activities is to celebrate the cultural and linguistic heritage of the European Union and highlight that everyone has the right to use their own language and learn new ones. As such, the European Day of Languages also underlines that there are over 200 languages spoken in the European Union, as well as many others spoken by citizens whose families originate from other continents. It’s crucial for such heritage to be preserved and promoted by increasing the number of languages studied and known, and enhancing proficiency in multiple languages, so that everyone can fully fulfil their role as a European citizen.

Finally, a further safeguarding instrument again established by the Council of Europeis is the European Charter for Regional or Minority Languages, an international treaty aimed at protecting and promoting the use of regional and minority languages in everyday life, including in the public and private spheres. States that adopt this Charter are called upon to actively guarantee and promote the use of protected languages in the fields of education, justice, administration, mass media, culture, economy, cross-border cooperation and in social life.

Supporting minorities means preserving the cultural, linguistic and social heritage of the European Union. Through the recognition of these minorities and the celebration of their differences, the EU can continue to develop its principles of inclusion, dialogue and respect of fundamental human rights.
 

The second release is curated by Studio Moretti Visani, a multidisciplinary graphic design studio founded by Enrico Visani and Matteo Moretti. Tasked with exploring the theme of minority protection, they offer a powerful, high-impact artwork that reminds us of the importance of language—and languages—in shaping our identities and cultures.

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