From Endings to Beginnings   

You are reading the last article of CITIES4CSR; the first URBACT Action Planning Network (APN) that has focused on Corporate Social Responsibility(link is external) as means to solve urban problems. After three long years, severally disrupted by the COVID-19 pandemic and the recent War of Russia against Ukraine, our project officially comes to an end. Time to reflect on journey, achievements and transformations. I would like to particularly reflect here on noteworthy emerging practices and new understandings across our ten project partner cities. My hope is that by demonstrating the added value URBACT-methodology and support have created locally, other cities will be inspired to join one of the new networks of the next APN round in the quest for better urban and societal outcomes across our continent. 

Rise of Good Practices 

Some of our project partners joined CITIES4CSR with already well-established good practices in place. Three examples shall illustrate this point. Budaörs (Hungary) had enshrined the principle of Public Social Responsibility in local governmental practice; an interesting concept that calls for local and regional governments to ensure public service delivery in the name of common good and community values. Nantes (France), empowered and supported by their existing CSR-platform, had established state-of-the-art equal gender practices such as employment negotiation training schemes that have benefited thousands of women over recent years. And Molina de Segura (Spain) had created a strong stakeholder-inclusive local engagement culture. This advantage has been instrumental for immediate and intense URBACT Local Group action during URBACT Phase 1.

Yet, numerous new and emerging practices and activities have been added locally during three URBACT years. Those pursuing environmental and climate-saving goals have become a network favourite. In Vratsa (Bulgaria), for example, emerging ‘green’ practices in the areas of waste collection and urban transport have the potential for broader nation-wide impact.  URBACT project efforts helped to accelerate the creation, diffusion, communication and management of these practices. A demonstrable local impact can also be noted for Budaörs (Hungary) where CSR-mediated communal tree-planting has been publicly communicated via a brand-new municipal ‘green’ Facebook page. Sofia, finally, created a new ‘green’ awards model including jury assessment details that will foster more environmentally sound urban and business practice for Bulgaria’s Capital in the future.     

Not less invigorating for public-private-community partnering has been the urgent need to confront social inequality and deprivation. Rijeka (Croatia) has introduced and practiced the CSR-tool of local participatory hospitality events – for example hands-on cooking classes.  Beneficiaries, often passive receivers of donations only, can become active, involved and learning participants in the process. Our Lead Partner Milan (Italy), attempting to improve the attractiveness of municipal primary schools in disadvantaged neighbourhoods, mobilised CSR-actions for youth job orientation, science and technology skills promotion and digital upgrading. Molina de Segura brought together three separate social intervention strands - urban planning, socio-education and health/sanitation - in form of an integrated and innovative neighbourhood-centred project that holds the promise of informing city-wide CSR strategy development.    

URBACT is centrally about local stakeholder engagement for the good of people and place. So, which promising new engagement practices have arisen under CITIES4CSR? Three examples. First, Kekava (Latvia) came up with the Hackathon model of shared brainstorming as an innovative technology-based addition to the suite of voluntary local mobilisation and prioritisation practices. Second, Milan showcased during our final Transnational Meeting a much-applauded relational engagement model in form of Networking Drinks. Simply a synthesis of traditional dinner with extensive mingling opportunities, it has convinced me and many network partners as effective means to meet and greet people without missing out on quality food. Third, Sofia (Bulgaria) utilised the power of organising in-person events for a comprehensive Stakeholder Roundtable during the Lead Expert/Lead Partner visit in URBACT phase 1. The inclusive invitation list and the open, dialogue-oriented format facilitated useful early project discussions that set the right tone for further action-and initiative planning.    

New Mechanisms for Exchange and Collaboration

One of the modern mechanisms for effective engagement under digital conditions are platforms. In CITIES4CSR, platform development has been an important topic right from the beginning. In fact, the local project teams of Molina de Segura and Guimarães (Portugal) got very inspired by Nantes’ platform history, and consequently developed their own versions. In Molina de Segura the platform has become an open digital tool for CSR-community building while in Guimarães it has been about creating a foundation for CSR-mediated resource exchange between economic and social actors. Meanwhile the URBACT Local Group in Nantes worked diligently to further develop their already successful model. Their concern has been with measuring firm behaviours in order to assess progress and remaining gaps towards achieving the Global Sustainable Development Goals(link is external).

Why are platforms such hotly debated topics these days? In sum, as digitally mediated social and institutional enablers of transformations they not only create space for shared identity construction but are also promising capacity-building mechanisms for good practice development and exchange. Moreover, as problem-solving tools they help to respond efficiently to public and private needs and aspirations. Central remains the question of how to translate the technological possibilities of platform infrastructures into valuable local social collaboration!

Our network philosophy essentially builds on the notion that cities are better off if Municipalities successfully mobilise local CSR-ecosystems; in order to complement public services and good provision and/or by shifting business practice towards better social and environmental outcomes. However, this vision often crucially relies on a linking mechanism in the middle, a broker of exchange. It is therefore no surprise that Milan has thought hard about reconfiguring their municipal interface with business and non-profits. In Bratislava, intermediation has been an incentive to introduce a municipal business liaison officer position that has been coordinating the successful 10,000 trees planting campaign. Interestingly, this investment could be the first step toward an effective CSR-donation reception infrastructure for Slovakia’s Capital. In Rijeka, the pre-existing Association for the Homeless and Socially Vulnerable Persons (Oaza) has moved more centre stage as social gatekeeper and mediator under URBACT.

On reflection, intermediaries in CSR-ecosystems are connectors, bridge builders and exchange accelerators; especially in respect to linking up Municipalities and CSR-stakeholders. For CITIES4CSR, this functional link has been imagined as taking the shape of existing or new organisations, fit-for-purpose entities such as one-stop-shops, new organisational positions or informal exchange mechanisms. Success, at the end of the day, will depend on how effectively we can overcome institutional inertia, constituency politics and cultural resistance that holds back innovation.

Emerging Understandings and Awareness

URBACT Action Planning Networks, in particular those that confront the ‘how’ of societal change, have traditionally performed best in the areas of thematic knowledge boosting, growing understandings and raising awareness. CITIES4CSR has been no exception. For local actors and citizens in Vratsa, for example, the theme of environmental protection has been promoted for the first time in a more systematic manner. Guimarães has learned valuable lessons about the ‘do’s’ and ‘dont’s’ of local procurement and the underlying legal constraints. Milan’s chief knowledge gain I would compare to a big mirror that reflects without distortion the current state of the interface between Municipality and CSR-community. Without doubt, awareness has grown across all cities about the capacities of municipal administrative systems to partner with business and other stakeholders to respond to local need and opportunity.

Collectively, we have learned a great deal about Corporate Social Responsibility in an urban context. Our four CITIES4CSR Masterclasses in 2021 highlighted different aspects of CSR-led local impulses; as activator of ‘helping your neighbour’ social changes, as kick-starter of ‘saving the earth’ environmental practices, as organising frame for strategic public procurement and as ingredient of shared urban value creation. What stood out for me was the fact that CSR nowadays incorporates not just larger businesses but entrepreneurs, public providers, non-profit organisations, citizen associations and many volunteers as well. In fact, CSR may not be the best term to describe this type of contemporary voluntary local alliances for improving the status-quo. So critically revisiting CSR-definitions and concepts may be a rewarding task for academics and researchers. What is clear, nevertheless, is the central role of Municipalities in activating, guiding, supporting and nurturing this collaborating ecosystem of local actors.

Final Outlook

Admittedly, we all felt a bit emotional at our last network outreach event several weeks ago in Brussels about the fact that three shared URBACT years are coming to an end. It is quite unlikely that we will work together again in an international project. Moments of farewell not seldom raise the question of legacy. Examining local progress and potential I suggest that there are grounds for optimism on this matter. After successful intra-network co-learning local implementation roadmaps and longer-term governance models are relatively robust, and in some cases already linked to sustainable finance. Also, there will be plenty of new opportunities for follow-up resourcing that will surely reach all cities and regions during the next EU-investment rounds. And concerning motivation and preferred topics for another URBACT network participation the local Budaörs team already indicated strong interest for a platform-building topic. One thing is sure, the first URBACT network on Corporate Social Responsibility will surely not stop having a measurable local impact after the official project ends in August 2022. I am absolutely convinced it will continue to make a positive difference in multiple and creative ways in the future. 

The main objective of Action Planning Networks is to bring together between 7 and 10 cities across Europe to exchange their experience in a particular thematic urban development challenge and to share their ideas about possible solutions, during a period of over 2 years. The Phase 1 (from late June 2019 to February 2020) focused on the development of baseline studies, city profiles and the production of the Application Form for Phase 2.

Following the Monitoring Committee's approval of the networks, cities are now ready to focus on the exchange and learning activities using a range of learning tools and approaches in line with the URBACT Method. Every partner city will consolidate an URBACT Local Group, which will co-design Integrated Action Plans for future implementation. The Phase 2 also presents a novelty for the projects, from now on cities are encouraged to undertake pilot actions (Small Scale Actions), to experiment with new ideas for projects gained from other network exchanges and in line with the cities’ network topic.

As a consequence of the Covid-19 pandemic, the URBACT Secretariat will follow up with a series of adapted activities to support these networks and their partners, including the delivery of trainings using online formats and a 3 months extension of the network life-cycle, meaning that projects will run until August 2022. Thus, networks will respect the following calendar:

• Activation Stage (May - December 2020): putting together an Integrated Action Plan roadmap
• Planning Actions (December 2020 - December 2021): drafting the Integrated Action Plan
• Planning Implementation (December 2021 - June 2022): finalising the Integrated Action Plan
• Integrated Action Plans Finale (June - August 2022): sharing knowledge

You can find all approved networks in the table below, the Lead Partner city is indicated is bold. To find out more about each one of the projects, check the network's webpages.
Congratulations to the 23 approved projects!

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Interested in finding more about the approved networks and what they will do? Watch the URBACT Method video and check out the Action Planning Network's infographic!

CSR, in short, can be broadly defined   as the "the responsibility of enterprises for their impacts on society" (European Commission, 2019). The idea is that enterprises integrate social and environmental concerns into their mainstream business operations on a voluntary basis. So they respect human rights wherever they produce their goods and services, they treat staff well, don’t pollute the environment and are not corrupt. In a nutshell: responsible business. Sounds familiar, but where is the link to our cities, communities and civic services?
 

This is where our brand new URBACT Action Planning network comes in. Fancily named ‘CITIES4CSR’, this 10-city pan-continental project is in a unique position to explore in practical ways how CSR can make a difference to our urban societies. Using the proven URBACT-principles, methods and tools - it sets out to support building, testing and implementing ‘comprehensive municipal strategies to foster and stimulate corporate responsibility in urban areas’. In other words, we aim to work towards realising a new vision across our European continent: cities not as places where local administrations rule top-down, but as sites where government and business are sharing urban responsibilities! We want to show how Corporate Social Responsibility can be lifted to a new level: Corporate Urban Responsibility.
 

What makes our approach somewhat unique compared to other networks is the fact that what binds our cities together is not foremost a concern with changing one particular urban outcome. Rather, it is all about building purpose-designed local CSR-toolboxes that help to challenge the local status-quo in very different policy realms. Just like a building company may use its machinery, people, experience and know-how to build a train station in one city, a TV-tower in the next one and a shopping centre in another city, our joined efforts may trigger beneficial transformations in different policy areas in different cities. Actually exactly there where cities feel need is most pressing.
 

So value could be added in urban regeneration, environmental protection, social cohesion or educational policies; you name it. The glue between cities, and the common concern, is the focus on how the aspirations, resources and leadership of the local corporate sector - in partnership with government and other stakeholders – will be the in the heart of change. 
      

Corporate social responsibility is surely not a new concept. Academic debates link the ascent of CSR to five societal transformations: more affluent societies, growing sustainability concerns, intensified globalisation, stronger role of the media and the rise brands (Chandler and Werther, 2013). CSR can be implicit, embedded in the values, norms and rules of societies, or explicit, encompassing voluntary programs and strategies by corporations based on their discretion (Matten and Moon, (2008). And, across Europe there seems to be a CSR-gap as more progressive policies in Western Europe, Scandinavia and the Anglo-Saxon countries have not been equally shared by governments in Central and Eastern Europe (Steurer, 2015). µ
 

The good news is that we don’t have to wait for business to come forward in urban affairs; local governments can be incredibly proactive. Our toolboxes are already filled with a variety of proven CSR policy instruments, from awareness-raising that can spread the word about CSR to procurement strategies that require suppliers to meet certain environmental and social criteria. So no reinventing the wheel. Yet, finding the right CSR-solution may mean confronting deep-seated trust issues between public authorities and corporate actors and differences in terms of everyday languages, work habits and planning horizons. In other words, we should not be surprised to encounter gaps of various kinds, misconceptions and stumbling blocks in our project.    
 

So who are the ten cities that take on this challenge? Lead Partner is Milan (Italy), a city with profound experience in managing European projects. Partners are: Sofia and Vratsa from Bulgaria, Kekava municipality from Latvia, Rijeka from Croatia, Molina de Segura from Spain, Guimarães from Portugal, Budaörs from Hungary, Bratislava from Slovakia and Nantes Metropole from France. The network covers different geographical parts of Europe relatively well, and incorporates varying sizes of local government. Excitingly, we are proud to have in our midst the 2019 European City of Innovation (Nantes) and the 2020 European City of Culture (Rijeka). 

Our network has plenty of opportunity to build institutional bridges. For example with the United Nations Global Compact that constitutes the world's largest corporate sustainability initiative. Its urban arm, the UN Global Compact Cities Programme, promotes city and regional governments collaborating with the private sector and civil society in order to address complex global challenges on the local level; implementing the so-called Melbourne Model. CSR-initiatives can also be directly related to the European Urban Agenda and the European Commission.  Finally, CSR Europe’s vision is that by 2030 the European urban population, or three quarters of the total population, will be living in sustainable cities that will provide them with economic opportunities, reliable infrastructure and high standard of living.

The Melbourne Model – Cross-sectoral collaboration to address complex urban challenges (Source: UN Global Compact Cities Programme)

The work has already begun. Our network kicked-off in gorgeous Milan in September, where well-organised site visits taught all participants much about local corporate initiatives that in very practical ways help local communities. Currently the various local baseline study visits are getting under way, problem analyses are being conducted, and first ideas about solutions and small scale actions are being developed. Local multi-sector stakeholder groups are slowly emerging.
 

”As SMEs we are so busy, so focused on our businesses and on making money – but we can’t do it without having a focus on the outside world. It is crucial to look outside, and around you.”

Jean-Marc Barki  - Executive Director, Sealock, French SM
 

It is already clear that one of the policy focus will target the small-and medium sized enterprises (SME), a sector that often forms the backbone of European urban and regional economies but so far is rather seldom considered as member of the CSR-community. Neighbourhood upgrading appears to be another objective for corporate urban engagement. We are very curious where local path-finding will lead to. One thing is for sure: cities can gain a lot when they turn to their corporate stakeholders. Doing meaningful urban business without spending money does not have to be a fairytale!
 

The author acknowledges the creative input from Lead Expert Project team in Milan, with special thanks to Giusy Chierchia for coming up with the title for this article!

An easy tool as a “game” can help cities to face contemporary challenges. Ageing population, migration, social exclusion and climate change are the main challenges tackled every day by European Cities. Cities need to define enjoyable and easy tools for engaging citizens and stakeholders. A Paradigm based on the use of “games” and “gamification” could be the answer.

The Municipality of Udine (IT) has developed an urban practice focusing on the use of games as flexible, innovative place-making paradigm for fostering an equitable and democratic society. Games are used as vehicles for addressing healthy lifestyles and energy awareness. Games foster the inclusion of migrants, the involvement of elderly people and promote a better relationship between parents and children.

Games in Udine have become an urban policy priority that enables citizens’ participation and a peaceful civic environment. The ‘Playful Paradigm’ initiatives are part of a comprehensive strategy that the Municipality has been implementing for years under the umbrella of the Healthy Cities Project (World Health Organization) and the European Covenant of Mayors for Climate & Energy.

“Playful Paradigm” is one of the 25 Transfer networks funded by URBACT. It aims to adapt and reuse the good practice of “games for fostering inclusion, health and sustainability” in other 7 European cities: Cork (IE), Klaipeda (LT), Esplugues de Llobregat (ES), Larissa (EL), Novigrad (HR), Bratislava (SK) and Katowice (PL).

Why are games so important for cities?

The gaming approach could open opportunities for urban renewal. This is why Udine Administration uses “games” as a flexible co-created place-making paradigm. This innovative gaming approach works with participation to stimulate responsible change, and promote an healthy environment, by turning urban settings into incubators of sustainability and wellbeing (physical, mental and social/relational).

In Italy the importance of games was recognized by the National Law 328/2000 (“La legge di riforma dei Servizi Sociali - Dal centralismo sociale al federalismo solidale”) that introduced the possibility of launching the Ludobus-initiatives in cities. The “Ludobus” is a van full of games moving through city neighbourhoods and bringing playful activities making games available to local population. In Udine the Ludobus began as a grass-root initiative thanks to a voluntary organization and later turned into a permanent activity, managed and funded by the Municipality. In Italy the Ludobus-initiative was a starting point to raise awareness on the value of games and to implement the first ‘gamification’ policies and actions in many cities.

The Toy Library

In 2012 the Municipality of Udine decided to make the Ludobus-initiative a permanent experience, opening a “public Toy Library” in the city centre. Since 2013, 40.000 people have visited it. It is fully accessible and there is no age, gender or language restriction. It has become the emblem of social inclusion, cognitive stimulation, entertainment and lifelong learning in the city.

During these years, the Municipality has invested about EUR 150 000 a year for the maintenance and equipment of the infrastructure and staff.

Udine leads the way

On 25 November 2017, Udine launched the Italian National Games Archive aiming to establish the first Italian classification of traditional and modern games. The cataloguing activity of the Archive will rely also on crowd-sourcing in the coming years. The National Games Archive has been financed by the Autonomous Region of Friuli Venezia Giulia with an amount EUR 400 000 (for the period 2016-2020), according to the Regional Law n. 30/2017 ‘Regulations for promoting the right to play and to engage in play, physical and recreational activities’. It is worth mentioning that the Archive’s location was meaningfully chosen to be in Udine’s regenerated slaughterhouse.

Moreover, Udine has a rich yearly calendar of events where games and ‘gamification’ strategies are meaningfully put into practice. The events are very popular across the region and bring many visitors to Udine. For example: CamminaMenti – Move your minds - run in community centres for dementia prevention and inclusion of elderly people, as well as the Energy in Play annual Fair, the World Games Day, Pi Day, Darwin Day, The library of living books, etc.

Can gaming control gambling?

Gambling is increasing, especially among youths around Europe. According to the Guardian “About 370,000 (12%) children in England, Scotland and Wales have gambled in the past week, the commission found. (...) They spent an average of £10 on gambling a week, more than a third of their £28 income from work or pocket money, with 8% claiming to have spent more than £40. Almost 1% of children aged between 11 and 16, or about 25,000, are defined as problem gamblers, with a further 36,000 at risk of developing a problem.”

The Municipality of Udine has been promoting an innovative project to fight gambling. Bars, Pubs and restaurants have been engaged by providing a tool-kit of “healthy” games replacing “slot-machines”. Unfortunately, the latter are more and more present in public venues, especially in deprived urban areas. Low income households are more deeply affected by gambling, which contributes to further deprivation. The introduction of healthy games in such areas can therefore be seen as an important form of prevention and protective factor for the most disadvantaged.

Furio Honsell sums it all when he says that “to those who claim that games can be excellent tools for something else, I like to state that games are pointless and they don't have ulterior motives, much as music, mathematics, poetry, and love. But they can bring forward excellent fruit.”