Strategic communications for European Commission's Big Data Test Infrastructure project. From technical platform to practical enabler of public sector innovation, building a pan-European community of data practitioners through outcome-focused storytelling.
Objectives
To build engagement and awareness of BDTI across European public administrations by developing accessible communications that showcase the practical value of data-driven innovation and foster knowledge exchange among practitioners.
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The Challenge
The Big Data Test Infrastructure (BDTI) was created by the European Commission in 2019 as part of the €7.5 billion Digital Europe Programme. The infrastructure provided a free-of-charge cloud-based analytics test environment for public administrations across EU member states to experiment with open-source data tools and prototype solutions before deploying them in production.
However, awareness and adoption were low. Many public servants saw data initiatives as overly technical or detached from their daily work. The challenge was to bridge the gap between data infrastructure and public service outcomes— showing how BDTI could help public sector professionals test and prototype data-driven solutions with real impact. The questions was: How do you convince non-technical public administrators at local, regional and national levels across 27 diverse member states to embrace data-driven decision-making and experiment with unfamiliar open-source analytics tools? The project needed to translate complex technical infrastructure into compelling narratives that resonated with public sector professionals who may have limited data literacy and competing priorities.
My Role & Approach
As Communications Strategist for BDTI, I developed and executed a multi-channel content strategy designed to:
Make data infrastructure concepts accessible to non-technical audiences
Build an engaged community of public sector data practitioners
Drive adoption through evidence-based storytelling and educational events
My approach centred on translating technical capability into practical outcomes - moving beyond "here's what the tool can do" to "here's how your peers are solving real problems."
What I Delivered
A revitalised communications and outreach strategy that helped public administrations understand, access, and apply open-source tools for data innovation. The new narrative positioned BDTI as a practical enabler of data-driven public services, inspiring new pilot projects across Europe and strengthening its role within the EU’s wider digital transformation ecosystem.
Content Strategy & Management:
Developed a comprehensive, documented content strategy across website, newsletters, social media, and stakeholder events
Created an editorial calendar and content guidelines ensuring consistent, accessible messaging aligned with internal EU Commission conventions
Managed content production workflows across multiple channels and languages
Community Engagement:
Developed a community educational series, the BDTI Skills Studio: on-demand courses, in-depth resources and live workshops delivered by data experts
Produced monthly data snapshot newsletters reaching thousands of public sector professionals across Europe
Developed social media content to build an engaged practitioner community
Created and amplified pilot project success stories
Strategic Communications:
Translated complex technical concepts into clear, benefit-focused narratives
Developed messaging frameworks for different audience segments (local vs national administrations, technical vs policy stakeholders)
Created communication materials for stakeholder engagement events and conferences
Throughout the project, I used evidence and analytics to optimise our communications strategy:
Tracked engagement metrics across all channels to understand what content resonated with different audience segments
Analysed pilot project data to identify the most compelling success patterns (citizen-facing projects, measurable outcomes, cross-sector collaboration)
Refined messaging based on feedback loops from public administrators about which use cases and educational events were most relevant to their contexts
Measured adoption indicators to assess which communication approaches drove actual BDTI pilot applications
Results
Working alongside communications and technical teams within the European Commission, I:
Developed a strategic narrative that positioned BDTI as an accessible, enabling force for public sector data innovation.
Translated technical concepts into compelling, outcome-oriented language focused on citizen benefit.
Created case stories and editorial content highlighting real-world pilots — such as data-driven urban planning and environmental monitoring.
Streamlined messaging across digital channels, ensuring coherence between technical documentation, promotional copy, and outreach campaigns.
Advocated for a storytelling-led approach, framing BDTI as a bridge between technology, policy, and the people who deliver public services.
Contributed towards a data-literate public sector and strategic change and with skills/tools adoption.
Reflection
This project reaffirmed my belief that data storytelling can drive systems change. By connecting technical work to its social and policy relevance, BDTI’s communications became a tool for engagement — not just information.
It also underscored what I value most in my work: helping clients tell clearer, more human stories about how they use data to serve people better.
