Q: Who were your Digital Ambassadors?
A: At the start of the project, the Łódź Region launched a public call for stakeholders between 6 and 31 July 2023. This was announced on the regional website (strategia.lodzkie.pl/jetforce) and sent to the entities most affected by the regional transformation. The Spatial Planning Office of the Łódź Region, responsible for coordinating the just transition process, was among those who responded. As part of the agreement, Ms Barbara Grymm, Head of the Regional Transformation Team, was appointed Digital Ambassador. Following organisational changes, she continued her ambassadorial duties within the Office, maintaining close communication with stakeholders across the Transformation Area.
Q: What was their role?
A: As a Digital Ambassador, Ms Grymm acted as a link between regional authorities, stakeholders, and citizens, ensuring clear and accessible communication about the just transition. Representing the Łódź Region at T-JETA meetings, Ms Grymm shared information on regional developments and promoted the project’s digital tools at numerous meetings, conferences, and workshops. Through formal and informal exchanges, she encouraged participation and strengthened cooperation within local communities.
Q: What worked well?
A: The ambassador’s local presence and community ties were crucial. Thanks to this, she was able to reach people who were not active on mainstream digital platforms, especially seniors. Her approachable manner helped to “demystify” the transformation process, and her direct engagement with residents enabled them to share feedback and feel heard. Many participants appreciated having someone from their own community explain complex issues in clear, everyday language.
Q: What challenges did you face?
A: Key challenges included initial distrust from residents who perceived the initiative as ‘top-down’, and digital exclusion among older people without internet access. Incomplete knowledge of the transformation and persistent myths, particularly surrounding the closure of the mines, also complicated communication.
Q: Would you change anything in how you managed or structured the process?
A: Future efforts could focus more on regional outreach, for example, by sending ‘mobile ambassadors’ to visit less mobile residents, and on setting up local information points in libraries or offices. Providing additional training in recognising disinformation and improving digital literacy would also strengthen community resilience and participation.
Q: Did you receive any feedback from the community?
A: The feedback was very positive. Residents valued the personal approach, particularly the one-to-one help seniors received at libraries with online forms. Small, informal meetings held in community centres, parish halls, or village houses were effective, as were partnerships with women’s clubs and volunteer firefighters. As one participant noted, “Thanks to these meetings, I no longer feel that the transformation is something distant or decided elsewhere. It’s about us — and for us.”