first_imgNewsEducationHealthUniversity of Limerick leads €10.5 million EU ‘Go Green Routes’ projectBy Cian Reinhardt – July 20, 2020 500 Print Facebook Email Advertisement University you Limerick campus aerialsPhoto: True MediaUNIVERSITY of Limerick (UL) is to lead a €10.5 million ‘Go Green Routes’ project that aims to transform both environmental and human health by positioning European cities as world ambassadors of urban sustainability.Details of the project, which has almost 40 different stakeholders, were announced at a virtual launch hosted by UL today, Monday, July 20.Sign up for the weekly Limerick Post newsletter Sign Up The four-year project, which applies visionary and integrated solutions to improve health in cities, will commence in September, coordinated by the Health Research Institute at UL.The project, which is funded under the European Union’s Horizon 2020 framework programme, will take COVID-19 into consideration, evaluating the impact of reduced air pollution during and after lockdown, as well as the impact on mental health of urban citizens and their views on re-greening their cities.Dr Tadhg MacIntyre, a lecturer in psychology at UL and coordinator of the Go Green Routes project said emerging evidence shows people “flocked to green spaces during lockdown for mental health, physical activity and connectivity with their communities”.He said, “The impact on social cohesion, connection to nature and their perceptions of their cities may be long-lasting. One solution to reduced transmission of the disease and the negative psychological consequences of confinement is spending more time outdoors in greenspace, which will be addressed by the project.”Dr McIntyre said there how nature is integrated into urban spaces and used needs to optimised, he said there is a need to “create a rapid means of knowledge creation and knowledge transfer to enable upscaling and future proliferation of nature-based interventions”.“We aim to create a unique knowledge ecosystem to transform citizens, planners, researchers and entrepreneurs into innovators, leaders and visionaries in nature-based solutions. Nature is our future,” Dr MacIntyre added.UL will receive €1.6m to fund a team of doctoral and post-doctoral researchers and a project manager. Other Irish partners will benefit to the tune of €3.68m across SMEs – Nutritics, ICEP, Connect the Dots, and Horizon Nua – and Irish universities TCD and TU Dublin, while Limerick City and County Council is to receive €530,000.The consortium will cultivate technological and nature-based solutions for health across six cities – Burgas, Bulgaria; Lahti, Finland; Umea, Sweden; Versailles, France and Limerick – and lay a foundation for future implementation in Munich, Germany, the Murcia region of Spain and in the Gzira municipality of Malta.The project also has partners in China, Mexico and Georgia, enabling a global knowledge exchange and a focus on mental health and well-being.Speaking at the launch of the project this Monday, UL Chancellor Mary Harney, said, “As a former Minister for Health, I am acutely aware of the links between human and environmental health. Indeed, I know first-hand that the banning of smoky coal in Dublin in 1990 had a huge impact on air pollution and a positive impact on health.”The UL Chancellor said now there is a need to be “ambitious” in how health is promoted in cities, “through active travel, renaturing streets and ensuring nature and people are at the nexus of urban life”.She said, “Limerick City, I am glad to say, has been advancing its capacities through research and innovation. Recently, it was awarded the European Green Leaf Award for innovation in greenspace. The collaboration with UL has led to the +CityxChange, which is a smart city project paying dividends in sustainability.“The University has firm plans to increase its footprint in the city. The future of our institution and the city are very much linked. We are both future focused and have ambitious growth targets and together we will ensure the city and the region become of strategic importance in research, learning and innovation. Limerick 2030, our own strategic plan and research like the Go Green Routes project will help to ensure that this vision becomes a reality.”The project has three themes – Building Back Better; Re-naturing Cities for Health; and Future-proofing for Digital Natives. An interdisciplinary team at UL is involved including Dr Stephen Kinsella, economics; Dr Norma Bargary, statistical modelling; Professor Alan Donnelly, physical activity; Dr Tadhg MacIntyre, mental health; Dr Giles Warrington, sport and exercise; Dr Conor Little, governance; Dr Elaine Gallagher, citizen science and Dr Eibhlís O’Connor, nutrition and sustainability.Dr Una May, Director of Participation and Ethics at Sport Ireland, said, “We have learnt from the Covid-19 lockdown how much people cherish their connection to nature and the role of active recreation in greenspace has never been so apparent. Limerick City, with the support of our planned supports including the Active Cities programme and the Go Green Routes innovations, will be able to clearly demonstrate how urban nature can promote healthy lives and act as a flagship for other cities to follow.”Martin Rogan, CEO Mental Health Ireland, said, “We are well aware of the benefits of nature for mental health but the challenge has been how to best translate knowledge into impact. Uniquely, Go Green Routes will co-create a mental health scorecard for cities which will highlight their contribution to prevention, commitment to rights of persons with psychosocial disabilities and empowerment of users of services-this combination of organic and structured supports will make a long-lasting contribution to the well-being of Irish citizens.”center_img Linkedin WhatsApp Twitter Previous articleShannon airport immigration centreNext articleGardaí order Limerick publican to cease trading under Health Act after wet-house opens up despite COVID rules Cian Reinhardthttp://www.limerickpost.ieJournalist & Digital Media Coordinator. Covering human interest and social issues as well as creating digital content to accompany news stories. [email protected]last_img read more

first_imgThe new promotional sport CNTB is great, it uses our famous athletes as ambassadors of Croatian tourism, uses the latest trends in drone shooting, sends emotional messages, shows our diversity. Great video in line with the latest trends.This is how the message would have sounded 10 years ago, but through the prism of today, my personal position is that the video is “average”, mosaic, ie nothing special, and we have seen hundreds, thousands of such videos in the past 10 years. It is certainly not in line with the expectations and demand of today’s market, and the great competition and noise in communication.First of all, it is certainly commendable how the CNTB finally included our athletes as ambassadors of Croatian tourism. It is a pity that it took so long for our athletes to finally get involved in the promotion of Croatia, even though they have been doing it with their sporting successes since day one and they have certainly indebted us. One only needs to remember 1998 and the success of our footballers who branded our famous dice all over the world. Not just footballers but all other athletes all these years. These cubes are synonymous with Croatia even today, while on the other hand we have somehow forgotten them, wandering and looking for something “new”, and we already have cubes that are unique and by which we are recognized. Having such a strong brand is a rarity, and the power of the same is reflected enough when we mention the slogans: “What happens in Vegas stays in Vegas” as well as “I Love NY”. Why change it when we are recognized by it, unique and everyone knows about us, we just need to refine it and add new added value.But let’s get back to the topic.Enthusiastic about the new video primarily comes from the fact that we finally used our athletes as ambassadors of Croatian tourism and it is certainly positive. But is that enough? Is that consistent enough with the times we live in? Are our expectations too low?We must not forget that this is about branding Croatia, and I can’t help but get the impression that we did a bad job again. We have to be argumentative and positively critical. The work of the CNTB is always monitored under special eyes and we tend to publicly criticize or praise their work, but this is not criticism for the sake of criticism, because again, this is an extremely important segment – branding Croatia and the image we send to the world.Personally, I think that this video should have been just one of the “10” videos as an extension of the main video and communication. As well as to make a special platform, ie a communication strategy with our sports ambassadors, and not just one promotional video. However, as stated, the video will be shortened and more short videos will be made, in accordance with the target market. But that is certainly not enough, because one video certainly does not make a difference and must be part of the whole communication story and strategy. The video is classic and mosaic, without any idea and absolutely nothing special. There are no emotions and experiences as a motive for coming nor any story that will set us apart from others. Today, the noise in communication is terribly big, and in order to stand out, we have to be unique, have a special story and be different from others. Especially when we are “small” and when we do not have large budgets for promotion like some other tourist destinations. There is a lack of emotion and some stories, that “drive” and the need to share it on social networks, especially from the perspective of foreign tourists who are the target group of the video.Watch the promotional video once again and through the prism of today’s time and business of the 21st century? Is that enough?There is a lot of criticism on social networks, and most often there is only one woman in the video (Zrinka Cvitešić), how some other famous athletes should have been included, such as Kostelići, Mirko Filipović, Goran Ivanišević, etc.… how bad English is, how there is a lack of shots from other regions, how classic it is, how many shots are taken by a drone, etc.…I certainly agree with the above arguments, these are all very important details. Details that make a difference. I have a feeling that everything was done by force and in a short time. And the fact that only two or three months have passed unofficially for the realization of the entire video, from the idea to the premiere, speaks for itself.Three months is certainly too little, frivolous and unprofessional, especially because it is about branding Croatia. Such projects are prepared for months, if not years, paying attention to every second of the video, word, shot, etc.… A great example is the Great campaign from the UK. A campaign that brands the whole of the UK through various segments such as education, tourism, culture and the economy. However, in Croatia, unfortunately, we do not yet have an office or a body in charge of branding Croatia, as well as synergy and awareness of branding the state at that level, both horizontally and vertically.Someone would have to get fired for the music in the promotional video Personally, I think that the background music is too slow and that the music has to be more dynamic, but I am not a music expert, but that is my personal impression. But one fact bothered me a lot and because of that gaffe someone should get fired, at least he would get fired in the private sector. So, 700.000 kuna was spent on making the video, while the music cost $ 49 and is available on this link to buy.It is not news that music is bought through such sites and is often used by marketing agencies, nor is the price questionable, but the tragedy is that music was used to promote our country that someone has used before and that we can now buy and use for another occasion. Imagine that the same music is used for an advertisement for detergent or toothpaste – the point is clear. To make matters worse, the same background music is already in use in Croatia, for the needs of a promotional video for a political parties. If you are already buying music from such portals, then you are buying a license that no one can use it anymore and it is inadmissible that the music has already been used by someone, who knows for what purposes. We are talking about branding Croatia! That is unacceptable!They could now analyze the whole video in detail and they should, ie they should in the CNTB, but I leave that to some others, experts in every field, which we certainly have in Croatia. Indeed, professionals who have achieved worldwide success and recognition, from marketing agencies, experts in digital marketing, design, photography, branding, etc.…It is certainly positive that this step was made and our athletes were finally involved in the promotion of Croatia, but the general impression is that in accordance with today’s trends and market needs, the video is mosaic, classic and the performance should have been much much better. Lots more emotions and experiences because we have something to brag about and be proud of. It is precisely our greatest value that is our diversity and authenticity. We must not be satisfied with the average, nowadays you have to be faster, different and more innovative or Blue Cow as Seth Godin would say. The competition is not sleeping, on the contrary, it is fighting hard to be better than us, and we are just giving it even more space.Tourism is made up of emotions, experiences and stories, and we are still unfortunately average.last_img read more