Aim: To develop a project plan for realizing an international tv show with the aim an improved state of the Baltic Sea When: February 16th, at 1-3 pm EET, 12-14 CET. Who: stakeholders around the Baltic Sea that are working for a clean, productive, and shared Baltic Sea, who see potential in getting the work forward by enhancing communication

1. Workshop for developing an
international tv show: say YES to the
Baltic Sea, February 16th, 2022

2. Name one tv show that has a good format.
Go to www.menti.com and …
Welcome

3. Once upon a time the
Mayors of the cities of
Helsinki and Turku…
Jussi Pajunen and Mikko Pukkinen walked by the River
Aurajoki in Turku in 2006 …
• Concern for the state of the Baltic Sea
• Healthy waters = competitiveness and welfare of the cities
• The first joint action plan of the cities was published in
2007
• jointly with the challenge campaign for other organisations
to do the same

4. • A network of knowledge and support for concrete
action at local level for protecting the Baltic Sea
• Vision: A clean, productive and shared Baltic Sea
• Activities additional to legally binding obligations
1) Network of 319 partner organisations representing cities,
companies, educational institutions, NGOs, regional
authorities, …
2) Own action plans of participating organisations
What is The Baltic Sea Challenge?

6. In total: 123
actions, which
are enhanced
in the cities of
Helsinki and
Turku

7. What do we do?
We work:
1. within the cities
of Helsinki and Turku
2. engaging citizens
3. nationally
4. internationally

8. Operating environment
Combating climate change
UN: Sustainable Development Goals
EU: Strategy for the Baltic Sea Region
HELCOM: Baltic Sea Action Plan
Finland’s Strategy for the Baltic Sea Region
Various strategies and programs in the
cities of Helsinki and Turku

9. Why? The challenge?
• The Baltic Sea and the situation in the Baltic Sea do not
receive as much attention as we feel it should.
• As a general rule, all people and projects face the same
challenges for the same reason: political decision-
makers and officials are difficult to reach and do not find
it significant enough to be involved in the project other
than “mentally and supportively”.
• If, on the other hand, offered extensive media visibility,
perhaps the situation would be different?

10. Solution?
• What if we had a Baltic Sea-themed program with interesting topics?
• The right things, problems, and of course solutions with good performers to crystal clear?
• Briskly and freshly told. Honest, genuine, with the right energy, and timely. At the forefront
of the Baltic Sea state, fishing, nature, wildlife, and livelihoods.
• A story about a local fisherman, swimmer, friend of the sea and nature?
• Experts from each participating country would be invited to visit “cross-forum” events?
• Could it be that it would be of more interest to politicians and influencers if the Baltic Sea
project were on tv, visible on all channels in the participating countries? Could a program
buyer be interested in a Baltic Sea project with current international experts and
politicians with a good message for the beloved Baltic Sea?
• What if you don't need to change other than your own behavior and process and the
solution is at hand?

11. Draft 2, 20.1.2022
Object Raise awareness of the state
of the Baltic Sea and offer
concrete solutions to the
problem
Publicity for solutions,
entrepreneurs, farmers,
meaning solution actors
The answer to the question:
why it is important for an
individual to do individual
actions?
At the same time the answer
to the individual; what can be
done?
Customers Citizens of the Baltic Sea The solvers who try to do good
deeds, highlighting them
The value of the benefits of the
ecosystems services produced
by the Baltic Sea(approx. € 4
billion) exceeds the costs of
reducing the nutrient load (€ 1-
4 billion, HELCOM, 2018).
If the state of the Baltic Sea
were to improve, the entire
recreational value of the Baltic
Sea would grow from 14,8
billion by approx. €100 million
HELCOM, 2018
Possible financers Finnish Film Foundation –
production and script support
the Nordic Council of Ministers Yle – the Finnish Broadcasting
Company that is Finland's
national public service media
company, or corresponding in
other countries around the
Baltic Sea.
Some foundation. WWF.
Support organizations for
agriculture and fisheries.
Outputs Baltic-wide TV program pilot -
concrete solutions
The Baltic Sea state is
untraceable
Not anxiety, but focus on the
challenges and what can be
done about them
Independent, uncommitted
Objectives Documentary published,
viewership figures
Youtubers Baltic Sea Brand Ambassador Improved state of the Baltic
Sea
Indicators One million viewers SOME channels Media visibility An indicator of water
protection, e.g., reduction of
littering or nutrient load, or
state of the Baltic Sea.

12. Discussion
Please work by yourself, for 15/x minutes, answer to, possible:
• customers
• financers
• outputs
• objectives
• indicators

13. Outcome
• What can we agree on that has to
be done?
• Who will do what?

14. Close-up
• Go to www.menti.com and use the
code …
• The upcoming international tv
show: say YES to the Baltic Sea
will include:

16. Thank you!