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Flavors of Integration: Changing Perceptions Through Culinary Inspiration

This project tackles hate speech in Bulgaria towards migrants by using food as a tool for integration. By sharing stories, recipes, and engaging media partners, it promotes positivity and creates a bridge between communities. Results show increased public interest, media coverage, and successful empowerment. Lessons learned include the importance of creativity, quality content, and collaboration with leading media outlets for reaching new audiences. The project's sustainability as a social enterprise showcases an effective approach to fostering understanding and harmony. For more information, visit http://multikulti.bg/tasty/ or contact bistra@multikulti.bg.

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Flavors of Integration: Changing Perceptions Through Culinary Inspiration

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  1. Hate speech in Bulgaria (migrants) • Context – emigration -> immigration • Context – the European migrant crisis • Public opinion • Media capacity – negative messages • Capital vs. smaller cities

  2. Culinary Inspiration • Food -> integration (since 2011) • Positive, attractive, tasty • Personal stories • Culinary is trendy

  3. Key activities • Media strategy + attracting 10+ media partners • 1 media training in Sofia University with UNHCR & co • Content – 83 recipes, 100+ photos, 31 stories • 1 website + 1 video + 30 000 paper postcards • 1 media lunch + 2 cooking classes for bloggers • Promotion + working closely with media • Engaging the public – culinary game • Final photo exhibition with 600 participants at the opening evening

  4. Results and achievements • Empowerment and co-creation • Huge media and public interest • 127+media materials published (our materials + new forms) • 600+ visitors of the photo exhibition at the opening evening • Good practice – European Commission’s European Website on Integration (EWSI) • Good practice – EC’s Open Method of Coordination (soon) • Sustainable!

  5. Lessons Learnt = Recommendations • Creativity • High quality media content • Close cooperation with leading media • Reach out for a new audience • Right timing • Sustainability – social enterprise

  6. Thank you! • http://multikulti.bg/tasty/ • bistra@multikulti.bg

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