ANIMA MUNDI

Acronym:  ANIMA MUNDI
Title: IP, Discoverability and Partnerships: Reviving the International Promotion of European Values Through European Animation Industry Ecosystem

 Can you provide a brief overview of the ANIMA MUNDI project and its primary objectives?
In ANIMA MUNDI, we aim to elevate the European Animation Industry Ecosystem as a significant cultural and creative sector that promotes European values, cultural diversity, and artistic expression globally. Our primary objectives are:

a. Revive the International Promotion of European Values: by enhancing the global presence of European animation, the project seeks to awaken the industry's potential to engage young people, celebrate cultural diversity, and lead digital innovation.
b.    Enhance Visibility and Access: increase the visibility of European cultural content internationally by involving diverse stakeholders and addressing the under-utilized strengths and pervasive gaps within the ecosystem.
c.    Promote EU Culture and Values: pilot transformative impacts of European animation to promote EU priorities, culture, and fundamental values abroad, with a special focus on narratives and practices involving children and youth.

To do so, our Key Initiatives include

• The Development of a European Animation Brand to unify European animation and enhance its international appeal.
• The ANIMA MUNDI Dashboard, a tool for monitoring the international promotion of the European Animation Industry Ecosystem, facilitating data-driven strategies for market expansion.
• Developing innovative methods to increase the discoverability of European animation content on global platforms.
• Offering training on IP and exports, and conducting labs on marketing strategies in key Asian markets (China, Japan, South Korea)

How will the development of a European Animation Brand and the ANIMA MUNDI Dashboard enhance the visibility and international reach of European animation?
The development of a European Animation Brand and the ANIMA MUNDI Dashboard are central to enhancing the visibility and international reach of European animation. By creating a cohesive brand, the project aims to unify the diverse animation styles and stories from different European countries, presenting a consolidated image that is more recognizable and appealing to international audiences. The European Animation Brand will be carried out by Animation in Europe, the European Federation of Animation producers

The ANIMA MUNDI Dashboard is an online tool that will provide access to existing statistics and publications and original ANIMA MUNDI data and indicators. It will play a crucial role in tracking and promoting the international success of European animation. This tool will provide data and insights into market trends, audience preferences, and the effectiveness of promotional strategies. By leveraging this information, European animators and producers can make informed decisions that align with global market demands, thereby increasing their content’s discoverability and engagement on international platforms. The ANIMA MUNDI Dashboard will also support policymakers assess the presence of European animation internationally

What role does VUB play in the ANIMA MUNDI project, and what are some of its key contributions?
VUB's role in ANIMA MUNDI is multifaceted, involving research, stakeholder engagement, strategy development, and the creation of tools and resources to enhance the visibility and distribution of European animation globally. Our contribution is crucial in addressing the project's objectives and ensuring the successful promotion of European culture and values through animation.

A key contribution relates to our activities related to the discoverability of European animation content on global platforms. For example, VUB conducts platform affordances analysis to evaluate the discoverability features of major platforms offering animated content in the EU through desk research and case studies. We also support the development of a gamification tool for promoting discoverability on VOD platforms, involving market analysis and prototype testing. We lead the development of a discoverability toolkit that offers guidelines and recommendations for policymakers and industry professionals. 

How will the project promote EU culture and values globally through animation, and what are the expected impacts on international cultural relations?
The ANIMA MUNDI project aims to promote EU culture and values globally through various initiatives, including:

• Cultural Narratives and Artistic Expression: By supporting the creation and dissemination of European animation that reflects EU cultural narratives and values, the project helps foster mutual understanding and cultural dialogue between Europe and the rest of the world.
• Youth Engagement: Engaging children and youth in the co-creation of content ensures that the animation produced resonates with younger audiences globally, promoting values such as inclusivity, diversity, and environmental consciousness.

With ANIMA MUNDI, we expect to contribute to the following impacts on international cultural relations:

• Building strategic alliances with international markets and industries, particularly in Asia, helps to extend the reach of European animation and create a global network of cultural exchange and collaboration.
• Strengthening the EU’s cultural diplomacy by showcasing the diversity and creativity of European animation on a global stage.
• Boosting the economic impact of the EAIE by expanding market opportunities and increasing exports of European animation content.
• Fostering cultural exchange and mutual understanding between Europe and other regions, contributing to global peace and solidarity.