JETforCE Digital Ambassador (DA) Approach: Capacity Building and Lessons Learned

Within the Interreg Central Europe JETforCE project, partners piloted a Digital Ambassador (DA) approach to maximise the reach of digital tools and strengthen local ownership of the just energy transition. Acting as facilitators, disseminators, and enablers, the Ambassadors became trusted intermediaries who translated complex content—such as regulatory frameworks, technical tools, and financial models—into clear, actionable knowledge.

Their mission was twofold: to support the implementation of JETforCE’s pilots and digital tools, and to ground transnational outputs within local communities. Through this approach, they not only raised awareness among citizens, municipalities, SMEs, and associations, but also created spaces for collaboration where diverse stakeholders could connect and co-create solutions.

Who Were the Digital Ambassadors?

What Worked?

Trusted local figures

• Ambassadors who were already embedded in their communities (mayors, agency directors, regional staff) were credible and effective.
• Their presence helped reach hard-to-reach groups like seniors, digitally excluded households, or sceptical citizens.
• “It’s easier to talk to someone you know – someone who really understands how things work around here.” – Local council member, Croatia

Municipal cooperation

• Partnering with municipalities was crucial. It enabled:
  • Inter-municipal collaboration (Italy, Slovenia)
  • Scaling tools regionally and nationally (Slovenia)
  • Integrating citizen voices into formal planning (Croatia, Czech Republic).
• “The idea of pooling resources with neighboring municipalities is new to us, but it now seems both feasible and economically sensible.” – Mayor of San Pietro in Casale, Italy

Making complexity accessible

• Ambassadors translated technical, regulatory, and financial topics into clear, actionable steps.
• This boosted municipal and SME confidence in engaging with Renewable Energy Communities (Italy, Slovenia).
• “For years we have discussed energy transition in abstract terms. This was the first time we could clearly see what steps to take and who to involve.” – Municipal officer, Pieve di Cento, Italy

Engagement through context

• Activities in everyday places (markets, libraries, parish halls, schools) attracted wider audiences.
• Visible pilots, like Croatia’s solar PV installation with students, made the transition tangible and engaged youth.
• “The marketplace activity was great – it didn’t feel like a lecture. We just talked and I finally understood how solar works.” – Visitor at Živa placa, Labin

Learning and adapting

• Testing tools with municipal staff and citizens generated bug reports, usability feedback, and locally relevant adaptations.
• Germany’s feedback led to technical improvements, Slovenia created a step-by-step Slovene guide, and Poland identified offline engagement pathways.
• “We developed a user-friendly guide in Slovene with clear instructions on how to download and use the tool.” – LEASP, Slovenia

Networking and dialogue

• DAs convened stakeholders who hadn’t collaborated before – municipalities, SMEs, civil society.
• Created spaces of trust and exchange that supported long-term cooperation (Italy, Hungary, Slovenia).

Visibility and profile

• Slovakia used the DA role to present the project at national and international meetings of the EU Danube Strategy, ensuring the project contributed to broader policy discussions.

What Were the Challenges?

Despite successes, several challenges emerged:

·       Citizen engagement gaps – scepticism and disinterest remained common; outreach often reached “the usual suspects.”

·       Digital exclusion – seniors and vulnerable households without internet access required dedicated offline support.

·       Limited ambassador capacity – in some regions, outreach momentum suffered due to availability constraints.

·       Regulatory and technical barriers – shifting legal frameworks, early tool glitches, and grid access bottlenecks slowed progress.

·       Financial and infrastructural hurdles – high upfront costs discouraged small municipalities and households.

·       Awareness gaps – in some regions (e.g. Slovakia, Poland), citizens initially saw the project as “top-down,” requiring repeated engagement to build trust.

Tips for Transferability and Recommendations

1. Choose trusted, embedded people: Select Ambassadors who are already part of the community (mayors, teachers, NGO staff, agency directors). Their existing credibility and networks make it easier to build trust and reach excluded groups.
2. Provide training and support: Equip Ambassadors with simple communication materials (e.g., flyers, guides, FAQs) and regular capacity-building so they can confidently explain technical and regulatory issues.
3. Create backup structures: Don’t rely on a single Digital Ambassador. Train at least two people per region so engagement doesn’t stall due to availability issues.
4. Mix outreach methods: Combine formal activities (e.g., workshops, stakeholder meetings) with informal, everyday-space engagement (e.g., markets, libraries, schools, parish halls). Use visible pilots (like solar PV installation projects on schools) to make benefits tangible.
5. Plan for digital exclusion: Offer offline options e.g., mobile ambassadors visiting homes, information points in community spaces, small group meetings, and paper-based guidance. This ensures seniors and vulnerable households aren’t left behind.
6. Engage municipalities early: Municipal buy-in is crucial for scaling, inter-municipal collaboration, and connecting to citizens. Ambassadors should act as bridges between local authorities, SMEs, and civil society.
7. Use pilots as demonstrators: Small-scale, visible pilots (e.g., energy communities, school projects) help citizens and municipalities see concrete benefits, building confidence and momentum.
8. Coordinate with systemic actors: Involve grid operators (DSOs), media, and regional authorities early to address bottlenecks and spread awareness.
9. Prioritise networking and dialogue: Ambassadors should create spaces where municipalities, SMEs, and citizens can meet, exchange, and co-create solutions — not just receive information.

Conclusion

The JETforCE Digital Ambassador model demonstrated that trusted, embedded people can make the energy transition more tangible, inclusive, and effective. While challenges remain (e.g., digital exclusion, regulatory complexity, and limited capacity), the approach offers a replicable pathway for regions seeking to build trust, foster dialogue, and ensure no community is left behind in the just energy transition.