Athens Reborn: Towards a new Agora
Introduction
This semester was a blast! Our team, consisted of Areti Dandaki, Maya Komvou, Orestis Rouskas, and Foteini Salvaridi, had the chance to work together on exploring cities around the globe, their unique characters, the challenges they face, and innovative ways of acting in resilient and innovative ways. Along with other student groups, we used mind maps, presentations, and discussions, and received valuable assignments and feedback from our mentor-educator, Prof. Betty Tsakarestou. All weekly assignments and this semester’s research allowed us to move further and design our own branding strategy for the City of Athens.
All of us live, work, and study in what is considered the City of Athens. For our first project, we created short stories using a “Point of View” approach to reveal the challenges faced by various social groups while highlighting the existing assets of people and infrastructure. This helped us imagine what moments of urban comfort and social connectedness could look like. As we delved deeper, we learned more about the city, the residents and the Municipality itself.
The Municipality of Athens, also known as the City of Athens, consists of seven municipal units (neighborhoods or districts) that fall directly under its authority. Each district has its own local administration that manages municipal services within the larger framework of the Municipality of Athens.
1st Municipal District: Syntagma, Plaka, Monastiraki, Psiri, Kolonaki
2nd Municipal District: Exarcheia, Neapoli, Kolonaki
3rd Municipal District: Ampelokipoi, Goudi
4th Municipal District: Kypseli
5th Municipal District: Patissia, Sepolia, Kolonos
6th Municipal District: Ano Petralona, Kato Petralona, Thisio
7th Municipal District: Pangrati, Neos Kosmos, Mets
Our proposal for a Reborn Athens prioritizes accountability and multilayered engagement to improve the quality of life and promote all the assets that make Athens a picturesque, friendly city. In the context of ecological thinking, we worked on the (re)use and (re)introduction of existing programs, policies, networks, buildings, infrastructures, and communication and media channels. Our ultimate goal is to amplify the voices of Athens, bring together all the different people and entities that inhabit it, (re)empower citizens, and (re)build trust with the local administration. By enhancing the involvement of Athenians — from local representatives and policymakers to stakeholders, citizens, and visitors — we aim to create a path towards a new Agora through a dynamic campaign that will reinvent itself in the process and allow for real-time adjustment based on feedback.
Current Position
Athens is positioned as a culturally rich and historically significant city, ranking 48th out of the 100 best cities worldwide. It stands out for its museums and landmarks, securing the 31st spot in the museums’ category and 27th in landmarks, highlighting its appeal to tourists and history enthusiasts. The city also ranks 19th in shopping, indicating a vibrant commercial sector that attracts consumers. Ranked 31st in the Global Power Index, Greece, through its capital, demonstrates a notable influence on the global stage, driven by its strategic geopolitical position as a diplomatic center and the seat of government. Additionally, with a ranking of 66th on the Global Innovation Index, Athens showcases its potential in technological advancements and creative industries, reflecting a vibrant innovation ecosystem.
However, Athens also presents a more complex, quirky image, characterized by the challenges of hypertourism and a non-walkable cityscape. The influx of tourists, while beneficial for the economy, puts a strain on local resources and infrastructure, leading to overcrowded landmarks and a less enjoyable experience for both residents and visitors. The city’s ranking of 132nd in Quality of Life highlights areas needing improvement, such as infrastructure, public services, and the cost of living.
Despite these challenges, Athens has immense potential. With targeted improvements in quality of life, such as enhancing walkability, improving public services, and managing tourism sustainably, Athens can fully leverage its historical and cultural assets to become a premier global city. Continued investment in innovation and infrastructure will help balance its dual identity, ensuring that Athens remains a top destination while also being a livable city for its residents.
SWOT Analysis
The following SWOT analysis based on “Redefining the city: Athens Resilience Strategy for 2030” provides an overview of Athens’ current position, highlighting its strengths, weaknesses, opportunities, and threats. By examining these factors, we aim to identify areas for growth and address potential challenges to ensure a sustainable and prosperous future for the city.
Athens boasts a rich cultural heritage that attracts residents and visitors. Esteemed educational institutions foster a skilled population. High quality of life is enhanced by public amenities and services. Innovative creative industries drive cultural and economic dynamism. Solidarity organizations promote social cohesion. Athens’ strategic location benefiting commerce, tourism, and international relations.
However, Athens faces a declining population, brain drain, and negative income rate, weakening economic potential. High unemployment rates cause social instability and reduced productivity. Increasing homelessness highlights systemic issues in housing and social welfare.
But again it is Athens that can grow through green initiatives, expanding cultural spaces, and supporting startups with co-working and innovation centers. Developing educational and community facilities enhances social welfare. Strengthening local SMEs and reusing empty buildings can drive economic growth and urban revitalization.
We move forward by having in mind that low productivity and an aging population threaten economic stability. Depressed macroeconomic conditions and high unemployment rates exacerbate social and economic tensions. Continued brain drain and population decline risk shrinking the labor force and perpetuating economic and social challenges.
Chatting with the Experts
From the very beginning, our goal has been to open the discourse beyond our fellow students to include Athenian residents and experts from diverse fields such as communication strategy, positive content creation, and urban and degrowth studies. Our interviews and discussions reveal strong alignment with our research on the challenges Athens faces and the opportunities to make it a more citizen-oriented, democratic, and innovative city. Some of the conclusions and thoughts can be summarized as follows:
Athens is experiencing positive changes with the rise of many new small businesses, supported by its stunning architecture and proximity to the sea. However, challenges like traffic and public transportation, along with threats such as the housing crisis, gentrification, and extensive car use, require immediate attention.
A comprehensive strategy for Athens should focus on utilizing and repurposing buildings, emphasizing the city’s critical and creative communities, and fostering a self-organized environment that enhances urban life. As a major city, Athens faces economic problems, over-tourism, a housing crisis, and overdevelopment of the food service industry, which alters neighborhoods. The gradual loss of green spaces, overcrowded neighborhoods, poor transportation, and the divide between developed and underdeveloped areas exacerbate these issues.
To improve quality of life, resilience, sustainability, and infrastructure in the face of climate change, Athens needs a cohesive plan. The municipality has already a climate change and energy poverty mitigation plan, but its implementation remains uncertain and for sure should be prioritised. Addressing the housing crisis through rent caps and restricted access to the city center is crucial. A strategic framework, rather than sporadic actions, is essential, along with greater citizen participation in decision-making processes through institutionalized citizen councils and consultations with residents. Cultivating a sense of participation, ownership, and responsibility, as well as trust in local government and civil society, is necessary. Ensuring the continuity of good initiatives despite changes in local authorities and establishing a shared vision and strategy are vital.
Decentralizing densely populated neighborhoods, creating economically viable and livable areas with sufficient green spaces per resident, and investing in and improving public transportation are key. Education on alternative green transportation methods is also needed. Broad participation campaigns can target Gen Z, integrating socio-political issues into their agenda and encouraging collective solutions for the future.
By taking these steps, Athens can address its immediate challenges and long-term threats while fully leveraging its strengths and positive developments, ensuring it evolves into a more vibrant, inclusive, and resilient city.
Core Values
“The beginning is the most important part of the work.” (Plato, Republic, Book II, 377b)
After estimating the current position of Athens, we focused on identifying the core values Athens represents aiming to initiate moments of togetherness. By facilitating discussions around the city we want to create a space of active listening and accountability where everyone shares their own point of view.
Athens’ core values lie in its brilliant ancient past, vibrant present, and promising future. Athens has been an enduring symbol of democracy and philosophy, continuing to inspire active participation of citizens in public life and social interaction. It is a living museum alongside modern art and culture, nurturing vibrant and innovative creative industries. The city is highly stimulating due to its openness, inclusivity, and hospitality.
Athens combines sites of natural beauty with historical landmarks and tourist assets, such as beaches less than half an hour away from its center. It is a breathable, livable city without constraints, demonstrating resilience and adaptability through difficult situations such as wars, occupation, earthquakes, and the COVID-19 pandemic.
Strategic Pillars & Objectives
Our plan focuses on three strategic pillars: revitalizing public spaces, embracing democracy and community engagement, and improving infrastructures while supporting growth.
PILLAR I
Towards a new Agora
Enhancing & Revitalizing Public Spaces
In our vision for a reborn Athens, one of the central themes is “Athens Towards a new Agora.” This initiative brings new life to public spaces and fosters a stronger sense of community. By focusing on revitalizing parks, green and public areas, creating inviting spaces where people can connect, and embracing sustainable practices, we aim to reimagine Athens as a vibrant hub where residents can gather, engage, and thrive. Our goal is to breathe new energy into the city’s public realm, making it a place that enhances daily life and strengthens the community fabric.
Objectives The primary objectives of this pillar include revitalizing public spaces, creating and upgrading hubs for community gatherings, integrating sustainable practices, and making effective use of existing building stock. Additionally, this initiative seeks to embrace neighborhood networks and develop both physical and virtual spaces that facilitate social interaction and community building. Ultimately, the goal is to improve the living standards and overall well-being of Athens residents.
Key partners in this endeavor include local government and municipal authorities, Dianeosis, the Stavros Niarchos Foundation (SNF), Greenpeace, Passivistas, and various academic institutions such as Harokopio University, the University of Thessaly, and the National Technical University of Athens. Additional partners include +Αθηνά and Athens Partnership, all of whom play a crucial role in achieving these objectives.
Our strategic actions and initiatives aim to enhance community engagement, cultural awareness, sustainability, and local economic growth in Athens through various collaborative efforts and social media campaigns.
Community gardens aim to enhance green spaces and foster community engagement through partnerships with local government, Greenpeace, and academic institutions. Social media campaigns will highlight their progress and community involvement, leading to increased engagement and improved urban biodiversity. Guides and tours will boost awareness of Athens’ cultural heritage and responsible tourism by collaborating with local government, cultural organizations, and tourism boards. Key strategies include online promotions, influencer partnerships, and interactive virtual tours, resulting in greater cultural awareness and community pride.
Efforts to enhance public transportation, cycling paths, and pedestrian zones will involve municipal authorities, urban planning labs, and NGOs. Social media will spotlight new infrastructure, user testimonials, and environmental benefits, aiming to reduce traffic congestion, lower emissions, and promote healthier lifestyles. Rebuilding connections between cultural hubs, festivals, and the municipality will strengthen cultural ties and increase event attendance through cooperation with cultural institutions and event planners, using event announcements and behind-the-scenes content. Lastly, community marketplaces and fairs will support small businesses and boost the local economy by leveraging local businesses, municipal authorities, and community groups for event marketing and influencer endorsements, leading to increased community interaction and economic growth.
PILLAR II
Towards Democracy
Embracing Democracy and Community Engagement
Athens, the cradle of democracy, will embark on a transformative journey with its 2025 city branding initiative, centerιng its second pillar in the theme “Athens Toward Democracy.” This strategic pillar aims to foster a dynamic and inclusive community, engaging various stakeholders and enhancing the city’s reputation as a hub of civic participation, cultural richness, and responsible governance. By focusing on key objectives such as civic engagement, diversity, open data governance, and public diplomacy, Athens seeks to create a vibrant, democratic, and forward-thinking urban environment.
The primary objectives of this initiative include the promotion of civic engagement, encouragement of active participation from residents, embracement of diversity, and leveragement of open data for informed policy-making. Additionally, the city aims to foster synergies with stakeholders, promote responsible tourism, uphold corporate responsibility, and ensure transparency and accountability in both public and private sectors.
Key partners in this ambitious endeavor include the Bodossakis Foundation, the Stavros Niarchos Foundation (SNF), Panteion University, OPANDA, the Department of Greenery and Urban Fauna, and the Department of City Planning and Urban Environment IMEDD, Technopolis, Megaron — The Athens Concert Hall. Their collaboration is crucial in achieving the initiative’s objectives and implementing impactful actions.
Our strategic actions and initiatives focus on enhancing community engagement and celebrating cultural vibrancy. Neighborhood Festivals will foster local engagement and strengthen community ties through collaborations with local administration, schools, and businesses, supported by targeted social media campaigns. The anticipated outcomes include increased participation and enhanced local cohesion. The Athenian Summer initiative, in collaboration with cultural institutions and local businesses, will celebrate Athens’ cultural richness with a series of events promoted via social media, influencer partnerships, and contest giveaways, aiming to boost attendance and economic impact while increasing community engagement.
City Day will highlight Athens’ historical and cultural heritage, involving a partnership between educational institutions, community groups, and tourism organizations. A comprehensive social media strategy will enhance event visibility, aiming for high attendance and increased cultural awareness. Voluntary programs will promote community service with updates and educational content shared through social media, focusing on increasing volunteer engagement and social impact. Additionally, initiatives to highlight Athens’ cultural heritage will involve media production and technology firms to showcase cultural assets and attract tourism. Together, these initiatives are designed to build a more inclusive, transparent, and culturally vibrant Athens, strengthening its identity and fostering sustainable growth while celebrating its democratic values and cultural excellence.
PILLAR III
Towards Rebirth
Improving Infrastructures & Supporting Growth
To create a resilient, engaged, and forward-thinking community, this strategic pillar focuses on equipping local representatives with continuous education, leveraging technology to improve city services, enhancing communication with citizens, and supporting small businesses. We envision an Athens where local leaders are empowered through all-year-long training and educational workshops, ensuring they are knowledgeable and skilled in urban planning, sustainability, digital governance, and community engagement. This continuous learning will enable them to address community needs effectively and drive sustainable development.
Key partners: This strategic pillar focuses on enhancing accountability in the public sector, ensuring that all actions are transparent and responsible. Citizen-led strategies are prioritized, empowering residents to actively participate in shaping their city. A cleaner, more livable, and accessible city that embraces inclusivity is a primary goal. We strive to make Athens a friendly and safer city for everyone. The vision of a 15-minute city, where all essential services are within a short walk or bike ride, guides our urban planning. Increasing visibility of our efforts and achievements is crucial, and we are proud to collaborate with key partners such as Social dynamo, Diotima, Imedd, Orlando, Cool crips, liminal access, and Genderhood. These organizations play a vital role in driving our initiatives forward and ensuring that Athens continues to grow as a vibrant and inclusive metropolis.
By investing in smart city technologies such as IoT sensors, data analytics platforms, and mobile applications, we aim to streamline public services, improve infrastructure management, and enhance public safety. E-governance solutions will facilitate online service delivery and citizen engagement, making Athens a technologically advanced metropolis where residents and visitors experience seamless, efficient, and responsive city services. This integration of advanced technologies will position Athens as a modern and innovative city, reinforcing its reputation as a forward-thinking urban environment.
Simultaneously, enhancing and promoting communication channels with citizens is paramount to fostering open, transparent, and continuous dialogue between the city’s administration and its residents. A multi-channel communication strategy, encompassing social media, a dedicated city app, public forums, and regular town hall meetings, will be established to disseminate information, gather feedback, and engage citizens in decision-making processes. This increased citizen participation and satisfaction will lead to a stronger sense of community and trust in local governance. Furthermore, stimulating local economic growth through small business support programs is crucial. Initiatives such as grants, low-interest loans, and business incubator programs will support the establishment and growth of small businesses. Offering mentorship, training, and networking opportunities will help entrepreneurs navigate challenges and scale their operations, resulting in a vibrant local economy characterized by thriving small businesses, increased employment opportunities, and enhanced entrepreneurial spirit.
Collectively, these actions will contribute to a more vibrant, connected, and prosperous Athens, attracting new talent, investors, and visitors, and solidifying the city’s status as a picturesque, friendly, and forward-thinking destination. This holistic approach will not only improve the quality of life for current residents but also position Athens as a hub of innovation and economic resilience, ultimately creating a path towards a new Agora through a dynamic campaign that will reinvent itself based on real-time feedback.
Communication Campaign
POVs (Point of View) have been thriving in Social Media used both by influencers and marketing companies. POV content refers to a specific perspective or point of view through first-person storytelling including narrating an experience, sharing opinions, providing a personal outlook on various topics. By creating an immersive and intimate connection, it has now become a prominent phenomenon with significant influence on consumers’ purchasing choices.
“Viewers become active participants in the other’s experiences, resulting in higher engagement rates and longer-lasting impressions.”
By activating a Point of View campaign the Municipality could not only communicate its values, position and strategy but showcase and support the diversity and individuality of its citizens and connect with the audience on a deeper level. A Point of View approach for the City of Athens’ media would consist of both citizen storytelling and community-generated content. By creating staged content that represents various communities, we can provide educational insights into the city’s infrastructure and services, demonstrating how residents and visitors can maximize their experience in Athens.
Owned Media: To rejuvenate Athens’ digital presence, we propose a revitalization of the City’s existing media channels under a cohesive visual identity. Enhancing the City of Athens’ website and blog will transform it into a vibrant hub showcasing the city’s history, culture, and ongoing projects. Regular updates, engaging stories, and insights into community initiatives and cultural events will keep both residents and visitors informed and inspired. Social media platforms such as Facebook, Instagram, Twitter, and YouTube will be used to disseminate captivating content about Athens’ transformation, including updates, videos, photos, and infographics. Additionally, a dedicated city app will offer real-time information on events, public services, and projects while facilitating feedback and interaction. Unifying these efforts under a strong visual identity will ensure a consistent and impactful brand presence, fostering a more connected and informed community.
Paid Media: To extend Athens’ reach and engagement, a comprehensive paid media strategy will be implemented. Targeted social media ad campaigns on platforms like Facebook, Instagram, and Twitter will promote events, new initiatives, and cultural highlights to both locals and tourists. Google Ads will drive traffic to the city’s website and app, focusing on keywords related to tourism and community services. Partnerships with local influencers and content creators will generate sponsored posts and videos showcasing Athens’ unique attributes, while native advertising on popular travel and lifestyle sites will enhance visibility. This approach aims to generate buzz around Athens’ transformation, attract a wider audience, and encourage active participation in the city’s cultural and community activities.
Earned Media: Our earned media strategy will focus on a robust public relations campaign, strategic influencer partnerships, and active community engagement. We will develop and distribute compelling press releases to local, national, and international media outlets, highlighting Athens’ key initiatives, successful events, and impactful projects to secure positive coverage. Influencers and bloggers will be engaged to share their authentic experiences of Athens, emphasizing its cultural richness and urban transformation. Additionally, we will encourage residents to share their personal stories and experiences using a dedicated hashtag, featuring this user-generated content on the city’s official channels. This strategy aims to build community pride, generate widespread media attention, and enhance the visibility of Athens’ revitalization efforts.
Monitor and Adapt
Monitoring and adapting is pivotal in ensuring the city’s transformation remains responsive and effective. Our approach begins with the establishment of robust systems for continuous feedback collection from residents, allowing us to gauge the community’s response to our rebranding efforts. This feedback will be instrumental in making real-time adjustments to our strategies, ensuring they remain aligned with the needs and aspirations of the people.
Regularly updating the community on progress and upcoming initiatives is key to maintaining engagement and support. Through transparent communication, we aim to build trust and foster a sense of shared purpose. Celebrating milestones and achievements will further enhance community spirit and motivate continued participation.
To facilitate ongoing dialogue, we will organize regular check-in moments, including conferences, meetings, and online surveys. These interactions will provide valuable insights and ensure diverse voices are heard. Utilizing digital tools such as Google Analytics, social media analytics (e.g., Facebook Insights, Twitter Analytics), and website traffic analysis will enable us to monitor online engagement and behavior, providing a comprehensive understanding of our digital reach and impact.
Moreover, media monitoring tools will track mentions of Athens across news outlets, blogs, and other publications, helping us assess the city’s evolving public image. Additionally, tracking economic indicators such as business openings, job creation, real estate prices, and tourism revenue will provide a tangible measure of the initiatives’ success and economic impact.
Detailed records of all strategies, actions, and outcomes will be meticulously maintained for internal review and future reference. This documentation will ensure accountability and facilitate continuous improvement. By fostering an adaptive approach, Reborn Athens will dynamically reinvent itself based on real-time feedback, ultimately aiming to rebuild trust, empower citizens, and create a vibrant, inclusive urban environment.
Through continuous feedback, transparent communication, and adaptive strategies, we aim to create a renewed city that thrives on community engagement and shared success. Our vision will not only enhance the quality of life for its residents but also set a benchmark for sustainable urban revitalization.
Thank you for your attention. You are more than welcome to share your thoughts and ideas with us and be part of the New Agora yourselves!
Foteini Salvaridi Areti Dandaki OrestisRouskas #MayaKomvou
