Evaluation of Green Week 2020

Green Week is Europe’s biggest annual conference on environment policy. It brings together participants from government, industry, non-governmental organisations, academia and the media to exchange ideas and best practices.

Our team undertook the evaluation of the Europe-wide initiative in 2019 and 2020. These evaluations provided an overview of the performance of all the elements of EU Green Week, including the main week’s event – a high-level conference – as well as partner events across Europe, and promotional activities. Our study team adopted a mixed-methods approach, taking stock of diverse data sets and consulting stakeholders.

Our report found that the shift of EU Green Week 2020 to an online platform presented challenges for the organisers – but simultaneously generated opportunities to make the high-level conference more inclusive. Although the EU Green Week 2020 attracted its main target group, the focus on young people – the second target group – was less visible that year than previously.

The Week’s 2020 themes and topics – biodiversity and nature – were also considered ‘more inclusive’ compared to the year before, where the focus was on the specialist topic of the implementation of EU environmental law. In fact, we considered that the main achievement of Green Week 2020 was how it improved its overall accessibility.

Despite these challenges, the organisers managed to deliver a high-quality event, with a strong performance on reach and engagement via social media, despite not engaging in specific PR actions such as paid promotion. We were able to identify several key lessons related to networking and moderation in online formats to support future online editions of Green Week. Nonetheless we found the event to have made a good contribution to increasing participants’ knowledge about EU environmental policies and building an EU-wide community supportive of these policies.

Europe

2020

Directorate-General for the Environment, European Commission