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CHARM-EIGHT D16.3 - CHARM-EU Intercultural Toolkit & Annual Calendar

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More than 900 individuals participated in the CHARM-EU Days 2024 “Bridging Cultures, embracing diversity”, hosted at Eötvös Loránd University in Budapest and other CHARM-EU partner universities. This year's exceptional turnout was driven by the first ever CHARM-EU Cultural Festival, held in conjunction with the Annual Conference. Altogether, the event recorded a total aggregated attendance of 1,629 across more than 40 activities organized in Budapest and other partner institutions.
All attendees enjoyed a vibrant, educational, and joyful celebration of interculturality, the key theme of CHARM-EU for 2024. The Annual Conference featured valuable insights from alliance members, staff from partner universities, students, and representatives of other European University alliances, focusing on education and interculturality. Complementing the conference, the Cultural Festival provided an immersive experience through a variety of activities, allowing participants to explore and engage with the diverse cultures within the alliance and beyond.
This is why this interculturality toolkit begins with comprehensive reports on both events, highlighting the sessions, activities, participation levels, social media outreach, and post-event feedback. With record-high participation numbers, the social media outreach for CHARM-EU Days 2024 was equally remarkable, achieving a total reach of 92K across CHARM-EU’s social media channels. For the Cultural Festival, significant communication efforts were led by WP16 Communication and Dissemination, focusing on Instagram and Facebook to engage one of the primary target audiences: students. These efforts resulted in a reach of over 57.5K on Instagram and 2.5K on Facebook. Additionally, CHARM-EU Days 2024 targeted professionals in the higher education sector, including CHARM-EU members, staff from partner universities, representatives from the European Commission, and other European University alliances. To reach this audience, WP16 executed an extensive LinkedIn campaign, achieving over 26.4K impressions. Finally, due to limited engagement and outcomes on the social media platform X in past months, its use was reduced to the event days. Despite this, the channel still generated over 5K in reach during that period.
Based on the experiences of CHARM-EU Days 2024, WP16 Communication and Dissemination has compiled a white paper highlighting best practices, lessons learned, and recommendations for enhancing future CHARM-EU events. This document draws on feedback from the Annual Conference survey, an analysis of participation in the Cultural Festival's activities, feedback on those activities, social media performance data, and the team's own experiences in organizing these events. The result is a comprehensive and meaningful white paper on intercultural events. We hope this resource will not only guide CHARM-EU in continuously improving its future events but also provide valuable insights for fellow alliances, offering practical input that can be applied to their initiatives.
The intercultural toolkit also features CHARM-EU's educational offering on interculturality: the Intercultural Communication Course – Short Module. This course was developed collaboratively by the Intercultural Preparation Knowledge Creation Team (KCT) and the Mobility Team (WP5) to provide essential intercultural training for over 10,000 students from all CHARM-EU partner universities who participate in exchange programs annually.
Now available on the CHARM-EU website as a new educational resource open to everyone, the course has been promoted through a dedicated communication package created by the Communication and Dissemination Team for partner universities’ international offices to ensure broad dissemination within the institutions. To maximize visibility and engagement, WP16 will launch a promotional campaign in December 2024 and January 2025, targeting students at both the alliance and university levels. With this extensive outreach effort, we aim to generate significant interest and participation in the course.
In addition to the CHARM-EU Days 2024 and the Intercultural Communication Course – Short Module, the Communication and Dissemination Team (WP16) has embraced interculturality as a core value of the alliance by developing additional related content. This toolkit not only highlights existing articles and a podcast episode on interculturality but also outlines planned content for the coming months. While interculturality has been a central theme for CHARM-EU this year, it will remain a priority moving forward. WP16 is committed to keeping this topic at the forefront, with continued efforts to raise awareness, support the dissemination of new modules, and reinforce interculturality as a fundamental CHARM-EU value.
Finally, this toolkit features a curated collection of resources related to interculturality and multilingualism, including courses, language centres, and opportunities for language and cultural exchanges offered by partner universities. To centralize these resources, WP16 has created an Intercultural Hub1 on the CHARM-EU website. With support from the Technology team (WP7), the hub includes a dedicated platform where students can access these resources and their links for further information. This initiative aims to enhance access to intercultural opportunities and resources and latest interculturality news and events for students participating in mobility programs at CHARM-EU partner universities. In the coming months, WP16 will launch a campaign at both the alliance and university levels to promote the Intercultural Hub. This outreach effort will ensure students are informed about the wealth of intercultural opportunities available to them.

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Documents de Treball / Informes (CHARM-EIGHT 2023-2026)

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CHARM-EIGHT D16.3 - CHARM-EU Intercultural Toolkit & Annual Calendar