Roma Tre Radio recently interviewed Andrea Ricci, ISINNOVA’s vice-president, on how to communicate and use storytelling in the field of urban sustainability. These have become essential skills for local governments that want to encourage the transition towards environmental, economic and social sustainability.

In this radio interview (beginning at minute 10), Andrea Ricci explains how ISINNOVA supports cities through a six-stage process: diagnosis, preparation, planning, priority planning, financing, and finally, implementation and monitoring. This strategy is characterized by close cooperation between beneficiaries – often local managers and politicians – a cooperation that later extends to stakeholders and the wider population.

Digital media is used to get citizens involved, but these modern tools cannot replace old-fashioned human interaction. We therefore use a combination of solutions to involve communities, which vary according to the phase and the existing level of engagement at the beginning of the process.

In a nutshell, we need to distinguish between short-term strategies, where economic and psychological incentives are needed to ensure the involvement of civil society, and long-term ones, where raising citizens’ awareness and transforming societal attitudes can only be achieved through educational and cultural actions.