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Strategy type (tool, event, training course, etc.)
Media campaign

Scope of the practice (local, national, international level)
National

 

When did it start/end?
November 2014 – January 2016

Name of the organization
Multi Kulti Collective

City and country
Bulgaria

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1. Describe your project briefly
Diversity is Tasty is a national media campaign that puts the culinary added-value of foreigners (EU citizens and third country nationals, including refugees) in the Bulgarian culture under the spotlight. Diversity is Tasty invites locals to try and cook new, interesting and tasty foreign dishes while giving the floor to migrants and refugees living in Bulgaria to share the best of their cuisine and culture. Their personal stories and recipes were shared across the country with the help of more than 10 media partners and 30 000 post cards. The team also collaborated with Sofia University and organized a migration/diversity training for media professionals. The campaign was launched with a series of special events such as media lunch and cooking classes hosted by migrants for culinary bloggers. During the campaign Bulgarians were invited to participate in a culinary game and send photos of foreign dishes they have prepared at home. The project finished with a big photo exhibition showing the faces of the campaign – more than 30 migrants and refugees – and their national dishes combined with a food tasting of authentic food. The opening event attracted more than 600 people and huge positive media interest.

2. What is the aim of the project? 
The project aimed at fighting discrimination, xenophobia and hate speech, by celebrating diversity. It also aimed at empowering migrants and refugees who live in Bulgaria to show how they contribute to the local community.


3. Who is involved in designing process?
Migrants and refugees who live in Sofia

4. If you could change something, what would you change?
We'd make more videos.

 

5. How did the project impact on civil society? 
More than 25 influential media, such as Bulgaria's National Television and BBC Good Food, accepted to partner with the project. During the months that followed the press conference, they published 127 migrants' recipes and accompanying stories in their respective media on a weekly or monthly basis, along with their own complementary interviews. The civil society got to know more about migration, diversity and the positive contribution the migrant/refugee communities make in Bulgaria. A lady from a small Bulgarian town shared that she got so moved by the project that she decided to organize a local donation campaign to support the refugee community.

 

6. How did you evaluate the project’s impact?
The project had a serious impact on the migrants and refugees who took part in it - they were able to speak in the media, present their stories, successes and challenges. For many that was the first time. Most shared that they felt respected and appreciated. Many of them were restaurant owners and they were able to attract new customers, thus support their economical integration. The new generation of communication experts was also impacted with being trained on covering migration/asylum issues and diversity. The media partners were able to broadcast/publish new interesting content and benefit from the materials the project team has developed. More than 25 influential media, such as Bulgaria's National Television and BBC Good Food, accepted to partner with the project. During the months that followed the press conference, they published 127 migrants' recipes and accompanying stories in their respective media on a weekly or monthly basis, along with their own complementary interviews.

 

7. Is there anything else would you like to share with us?
The project has been recognized and presented as a best practice and social innovation throughout the EU, including by the EU's official portal on migrant integration EWSI. It has been included in various reports such as ‘How culture and the arts can promote intercultural dialogue in the context of the migratory and refugee crisis' published by the European Commission, the best practices collection Short Stories about Good Deeds published by the donor EEA Grants, and a specialized OECD portal.