We Inspire Each Other

After four years in this country I cannot count the number of times I have come across Europeans visiting or working in the Philippines with their own story of how this country and its people have inspired them —  some to the point of leaving behind their previous lives to build a new one here on these shores.

Their personal stories are echoed in the broader experiences of Europeans who work with Filipinos, not least in the creative industries. Whether they are marvellous furniture designers, reliable aeronautics technicians, innovative film producers or talented musicians, their drive and enthusiasm shines through.

In my daily work as representative of the European Union evidence of the European inspiration behind Filipino culture is often pointed out to me. But walking through the truly magnificent exposition of native Filipino artefacts at the Musée Branly in Paris last year, it became clear to me that what we are experiencing is not one-way traffic but mutual inspiration. The European Union and the Philippines: We Inspire Each Other.

The European Union Delegation chose this tagline for its public diplomacy campaign because it speaks to the reality of a new balanced relationship of partners that are energized to work together as equals.

Our campaign is not a beauty contest but an effort to offer some clarity on what the European Union is, and its relevance to exploiting the numerous opportunities of the EU-Philippine relationship. We are reaching out to political and economic decision-makers, but also to friends in the media and the general public.

Many Filipinos know the individual member states of the European Union with their vibrant individual cultures that the EU nurtures and celebrates. But they are less aware about the EU as a whole. I am the first to admit that the European Union is not the easiest animal to understand. It is a unique Union that was built step-by-step by governments who chose to pool sovereignty in certain areas, but not in others.

This can make it difficult for potential Filipino partners to know who is in the driver’s seat and therefore who to approach on different issues. For example on trade relations the European Union as a whole is a key actor (indeed granting reduced customs tariffs to the Philippines was done at EU level). At the other end of the scale we have policies like health, culture and education which remain firmly in the hands of member states and the EU does not legislate to harmonise rules in this area. In the middle of the road are areas like energy, environment, fisheries and transport where the EU and its member states have shared competence and both have an important role in decision-making.

Ask people which is the largest economy in the world and most will point to the United States or China. Ask them who is the largest investor in the Philippines and they will probably suggest Japan or the US. In reality the European Union is both the largest economy in the world and the largest investor in the Philippines by stock. Our campaign wants to tackle these misconceptions not because we are interested in trivia, but because political and economic decisions-makers who understand the implications of these facts will be best placed to exploit the opportunities of an EU-Philippine relationship that has its brightest days ahead of it.

Our campaign is being implemented through both new and traditional media but the driving force is the same — to stimulate Filipino entrepreneurs to seek European partners for their business, and for Philippine authorities to grasp the opportunities to partner with the European Union on so many pressing international issues that require our joint efforts.

We seek to get the message across that Europe may be far but it is a  profitable and engaged partner that is very much worth reaching out to.

While the Philippines benefits from privileged access to the European Union market, European companies are undoubtedly attracted by high economic growth of the Philippines and the numerous business opportunities that arise as a result whether in the areas of infrastructure, energy, tourism, manufacturing and BPO.

Set aside politics and trade and you will find that many Europeans who have never visited the Philippines are also inspired by this country. In cities and towns across the continent, when it comes to entrusting the care of their loved-ones, it is repeatedly to Filipino health workers with their natural disposition to care, that Europeans turn to. Today Filipino workers are recruited in all sectors for their competence and enthusiasm that inspires us all.

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(For the EU’s public diplomacy campaign, check out www.weinspireeachother.eu)

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(Guy Ledoux is the Ambassador of the European Union.)