we're going to turn to a totally different location and topic. We're going to move to Italy and the SDSN Italian Network and we're going to look at the work they've been doing in the past few weeks to fight the COVID-19 coronavirus. So I'm also going to warn people that this session is going to be in Italian. If you are not an Italian speaker, we invite you to connect again in about an hour when we transition to another session that'll be back in English, but we hope a lot of you are Italian speakers and will stay on. So, Laura, over to you. So thanks a lot, Lauren. I just want to say hello to all of you and all the audience and to tell thank you and the whole organization to make possible this initiative, but allow me to switch to Italian to better involve our audience. The important topic of the International Initiative is happiness and sustainability, but we can't ignore the health emergency that we're experiencing in this particular historical moment. So we've decided to invite the professor Neroico Giovannini, who, despite all the commitments of the moment, has kindly accepted our invitation. And Professor Giovannini will focus in particular on Agenda 2030 and the COVID-19 crisis, indicators, valuations and spaces for the development of politics in the Italian panorama. Professor Giovannini doesn't need any introduction, but to highlight his experience, I remind you that he was Chief Statistician Deluxe from 2001 to August 2009, President of EASTAT from 2009 to April 2013, and from 28 April 2013 to February 2014, Minister of Work and Social Politics. He is an ordinary professor of economic statistics at the University of Roma Torvergata and a student of Public Management for the Department of Political Science at the University of Louis and the voice of the ASVIS, the Italian Alliance for Sustainable Development. Last but not least, on April 10, he was appointed member of the Task Force for phase two of the COVID-19 emergency in command of experts in economic and social matters. I remind all of you, instead, that you are connected, that the webinar is live and you can interact by asking questions to our reporter. All the questions can be written in the Q&A panel or questions for those who are watching the program in Italian that you can view on your screen. We welcome you and in the end we will dedicate some space to answer all of them. Professor Giovannini, thank you very much for being here with us. The floor is yours. Thank you very much. It's a pleasure to be here with you. I hope you can see me well. Can you confirm me? Very well, yes. Perfect. Thank you very much to SDSN for this opportunity and then a double important symbolic opportunity because this webinar, this series of webinars, takes place during the day of the Earth. The day of the Earth is clearly connected to this planetary crisis that we are experiencing, but I will not enter into these aspects as much as the topic that I was assigned, that is, the relationship between sustainable development, happiness and well-being is sustainable, which is the BESS formula with the acronym that we chose years ago, which in Italy, well before the definition of the 2030 agenda, we chose to measure the level of progress of Italy and, above all, its equity and sustainability. This is good when I was president of E-STAT and it was a work that then led to a series of political developments that today, just today, should, if the political calendar is confirmed, bring to the approval of the document of economy and finance, the famous DEF, which has a tight relationship with the well-being, equity and sustainability. I have prepared some slides that I hope you can see. Exactly. So let's start with the fact that history will talk about us. It will talk about us because we have not only an extraordinary responsibility as the last generation, as the general secretary of the ONU, Ban Ki-moon, proposing the 2030 agenda to all the countries in the world, we are the last generation that can avoid the collapse of the planet and our civilization. But history will also talk about us because we are the generation that is experiencing a pandemic like the one from Covid-19, which, for all those who are living today, has never been experienced, because the previous situation, similar to the Spanish of 1919, has only been experienced by a few people, hundreds or almost. What we are talking about has a lot to do with capitalism. Capitalism is like a socio-economic system and a socio-economic system that is characterized by the private property of the instrumental goods, that is, goods through which the production is carried out. We generate the income and we see in these days what it means when a productive system is stopped. If, of course, the air is maybe a little cleaner, we have dolphins in the sea closer to the river, but economic disasters cannot certainly make us say that this is the world we would like to live in. Capitalism has been very discussed in the centuries, I would say, at this point and there are basically two schools of thought. The first school says that capitalism, in reality, has always existed and has characterized, certainly in some countries, where communism has always been used for a period of time, and has always existed and has characterized, therefore, the development of the economy, however. There is, instead, who says, no, capitalism is not necessarily the only state that the world has lived in and can change regimes. The first ones, which are certainly the majority, are, on the other hand, underlines the fact that in time capitalism has changed. Capitalism that we have known since the 80s, that is, since Reagan and Tatcher have been imposed on the political plane in England and the United States, is different from capitalism that we had known after the Second World War, so much so as to give an idea to those who, perhaps, are relatively young, in 1973. So, before the oil crisis in Italy, when the IRPEF was introduced, the tax imposed on the media of the physical people, the highest liquefaction on the IRPEF was 72%, while in England and in the United States, it was between 65 and 75%. And there was even a 95% higher liquefaction, the highest in absolute, on the taxes of succession, and I'm talking about the temples of capitalism, that is, in England and the United States. This is to say that if today one proposed something like that in the current context, it would be taken for granted. And yet, at the time, that was capitalism. Starting from here, because everything originally, in some way, the so-called current model of development, when, in 1944, the United States, a step from winning the World War, called the experts of national statistics and accountability from England and the United States, closed them in a room to define how the pill would have been calculated, the internal product, that then the United States would have provided to impose as a measure the rest of the world. This story is told in this book. And as you can see, it is not so much a statistical question, because Kusnetz, the American school, and Midstone, the English school, had different points of view on how it would have had to be calculated in the pill. The Americans, in the end, closed the English model, focused on the quantity of production in favor of Kusnetz, which instead proposed a measure more based on consumption and wellness. Since then, we have all been very busy to maximize the pill, and so we have seen, as you can see, these curves, very high just after the Second World War, that the human genre has actually succeeded in accelerating, as never before, the growth of the pill, but also the use of energy, in general, the well-being. It is a pity that when we have connected, sorry, the application of this model to the whole world, well, they are part of the consumption of the rest of the dimensions, especially those natural ones, and so we have applied to the whole world a model that, until then, was actually applied to a few hundred million people, the world developed, while the rest of the world fought against hunger and underdevelopment. In other words, when the model has been applied to the whole world, since we are in a finished space, it is clear that the unsustainability of that model is at stake. But here, we do not know it today, we have known it for over 50 years, when the Club of Rome, in its famous report, The Limits to Growth, made simulations showing, for example, with the Tracted Line, the progress expected in one of the scenarios of the pill, that is, the services and the pro-captain industrial output, the progress of the population, you see the rig, Tracted to the right, but also the use of resources and food. And based on this scenario, I repeat, one of the various scenarios analyzed, you see that around 2020-2030, the world collapsed, that is, the human system collapsed, and from the 8 billion of 2020-2030, it was back to 6 billion at the end of the century. The continuous lines are the effective endings of the last 40 years. And it is quite extraordinary, if not surprising, precisely the capacity of that system, based on the theory of systems, to take trends at such a long scale. And therefore, the real theme we have in front of us is to dismantle, let's say, this simulation, this scenario. What do we have to do? This was the question that we all asked ourselves only a few months ago or a few years ago, for some. But the crucial point that I would like to underline is the fact that the motivations that the economists, and the politicians, pushed, did not listen to the Club of Rome. At the time there was a big debate, in which, above all, the economists said, no, but these are all jokes, because technology will solve the problem, the relative prices will change, and therefore, if, for example, oil will become increasingly scarce, well, we will replace it with something else. Moreover, technology will allow us, as always, in the history of humanity, to face the various problems. And, of course, the world we know today is profoundly different from that of 1972. But, fundamentally, the capitalist system and the approach based on relative prices did not work. This is the truth. And therefore, we face a planetary risk, precisely because we have not changed the road. But we have entrusted ourselves to a system as a sort of automatic pilot, in addition to, of course, a series of policies that have changed the orientation in many countries of development, but we have entrusted ourselves to a model that, in reality, is not able to balance as the theory was telling us. And now, of course, the experts are strongly concerned. This slide summarizes the risk map that, according to the report of the World Economic Forum on global risks based on the answers of about 1,000 experts from all over the world, was built only a few months ago. You see, being a risk map, it basically evaluates the probability of a third phenomenon and the size of the impact that if that phenomenon were realized, it would determine on the system or on the single countries. And on the right, therefore, we have those more impactant and more probable phenomena. We now find, this year, all the phenomena related to the environment, to the climate change, to the hydropower crises and so on. So, to give you an idea, here was the pandemic. And therefore, according to the experts, the impact of the pandemic was certainly high, but the probability that it occurred was low. This error, of course, is costing us a lot of money. But what I would like to highlight, beyond the evolution in time, you see also the colors of the different dimensions, this is the probability that these phenomena occur. You see how, 10 years ago, or even just 5 years ago, the environmental themes were essentially absent. And now, instead, they are high in the classification, also together with the data, the risk of furtive data, the cybernetic attacks and so on. In terms of impact, here are four of the five themes, the fifth and the last of the nuclear wars are really at the top. This is the vision of about a thousand experts all over the world. But this year, the World Economic Forum has also published an interesting deepening, and that is to ask the young people of the Global Shapers to evaluate these same phenomena. And these maps show the comparison between the evaluation of the experts, the small balls, and the evaluation of the young ones, the big balls. And you see that, in general, the young people have much more extreme views of the various problems, both in terms of impact, both in terms of probability of the implementation of these phenomena. And so the big question is, but are the young people, who, perhaps under the pressure of Greta Tottenberg or other opinion leaders among them, are excessively concerned? Or are the experts, who, following old, typically linear models, do not see the risks we have ahead? I always say that now the battle that is being fought is between the children of the anthropocene and the children of the pill. The people of my generation are the children of the pill, that is, those with which they benefited from the economic growth, from well-being, from education, from health, etc., etc. all those positive elements that grew together with the pill. And until we arrive at the children of the anthropocene, that is, the younger ones, to whom we are basically saying, well, no, you don't, I'm sorry, but you won't be able to benefit from what we benefited from. And I'll show you this film. It's a film in which there are two chimneys that have to do a small job, they have to move a sassolino and receive a sassolino in exchange. Excuse me, a piece of cetriolo, which is very good for them. But at a certain point, that one on the right is given a douba. The one on the left does the work and, remunerated with a piece of cetriolo, really takes it a lot. As you can see, the one on the right does the work, receives a douba again. The one on the left, he asks me to do the work, he doesn't do it, he doesn't do it, at the end he trusts himself, receives a piece of cetriolo again and doesn't even put it in his mouth, he throws it out and takes it. Well, this naturally explains why the young people are on the road and they are right because, being the children of the Anthropocene, they understand that the fundamental principle of sustainable development has been violated, that is, the justice between generations. The sustainable development is the development that allows the current generation to satisfy their needs, allowing the next generations to do something else. We are violating exactly that principle. The point is that, in this situation, the awareness of the non-sustainability of the development model is not something that concerns only the young people, but it concerns more and more people. And then there is this server that is made of risks of losing the place of work in case of automation, globalization, the pandemic, the migration, the climate change. In short, all the elements that compete at this moment to do what some authors, Comin and Sperone, did in a book that was published a few years ago, called the perfect storm. Because at the time, experts told us that around 2020 all a series of problems would have been concentrated, confirming exactly those predictions made in 1972 by the Club of Rome. Before the pandemic, the main concerns and the Italians were not related to the climate change, the inequality, of course, the economic stagnation, the migratory flows, but it seemed to us to have a much stronger awareness of the non-sustainability of both the environmental and social. The point is that, as Zagrebelski has said many times, even democracy is based on fear, but it is a modicum of fear. If fear exceeds a certain level, then people are ready to give up their freedom in exchange for protection. And this graph presented in a report by the European Commission a few months ago shows this strong correlation between the percentage of people who think that the economic situation is not good and who thinks that democracy is not the best system to manage this situation. Based on this correlation, you can imagine what people think today after the pandemic shock. And this is, in fact, one of the great political themes on the institutional sustainability of our systems. In this scheme that I have changed by adding an additional element from what the ecological economists have developed since 1997, we understand how a closed system like the Earth works. There are planetary limits. I know, I draw this earth as a rectangle, you will excuse me, but on the other hand, if there are terrapies, I don't see why I can't do something like this. Our closed system, the Earth, changes the correct system of solar energy and the heat of waste. For the rest, everything is played internally and therefore the natural capital is combined, the human capital, the people, the social capital, the relationships between us, the economic capital, in a production process to produce pills. And a part of this pill is reinvested, a part is consumed. But then, the way we organize the productive process, using the slaves or involving the workers in a company, for example, changes the well-being of people. And then the way in which it is produced, the way in which it is consumed, generates waste. But in the sense of the loudness of Pope Francis, physical waste and human waste. Pope, in fact, in the encyclical remembers that the culture that generates physical waste is the same as the human waste. This impacts the well-being directly, but then also on the services of the ecosystem, the one we receive for free, apparently for free by nature, which impacts our well-being, the beauty of a landscape, the free work of the APIs and so on. And I added, with respect to the 1997 scheme, the services of the social system, that is, peace, trust in the future, common vision and also trust in the future. And these naturally impact our well-being. This scheme helps to understand the different interrelations and what do we intend for the development model? In the capitalist model, to go back to what I was initially saying, the regime of property accounts a lot and the property can be individual, or common or public. And here, where the model changes, the model can be more individualistic, less individualistic, where the concept of common goods can be marginal or purely theoretical, or instead be at the center of the functioning of the society and the economy. Here, you see, then, that the first slide on the characteristics of capitalism and the way it works the whole system is very clear through this scheme, it is very clear through this slide. I go towards the conclusion, but then I come to the question of happiness. I always say that there were four alternatives in front of this situation, the business as usual, that is, to believe that the model of growth can solve our problems. These were the predictions of the lox before the coronavirus shock, of course, and you see that, for the developed countries, it was expected that a growth of 1.75% of the pill per year for 40 years, and with a growth of this type, for example, the problem of inequality becomes essentially intractable. A second vision is that of dystopia, that is, to imagine that, in fact, the world is about to end, and therefore that the predictions of the Club of Rome will come true. And then what can you do? Well, maybe earn enough money to go live in New Zealand, in a big bunker, like those who have been built and are in construction on the request of many rich people, from Silicon Valley and not just. Or hope to be able to take off a ticket for the orbital stations that the administrator of Tesla's legacy, Elon Musk, said he wanted to build to own the rich, when the land will become uninhabited. The third possible solution is that of retro-typing, and that is the idea of being able to go back, which Bauman talks about in his book, and the idea here is that people are so inspired by the leap towards globalization that imposes the idea that we are all, that is, that what happens in a part of the world can impact on the other parts of the world, as happened also with the coronavirus, and that the planet is also new. Well, fear, the incapacity of people who are experiencing this cultural leap of globalization in 30 years, while the previous jumps, the exit from the caves, and the passage of agriculture, and then the construction of the cities, of the states, of the national states, and in every state, we were becoming bigger while they were being restricted, I am not literally able to manage this situation. And so the idea is, let's go back. Let's make US great again, not very similar to what Adolf Hitler said a century ago, let's make Germany great again. The fourth possible solution is to still believe in an utopia, a sustainable utopia, as I wrote in my book of 2018. And it is what the young people ask us, but many others ask us, of course, but to get to this change of mentality, we need to recognize the unsustainability of the current model of development. Massimo Salvadori, who wrote important books, knows about the concept of progress, has more or less remembered the fact that while the communist ideologies and fascist Nazis coming from the Aegean philosophy of a story that naturally would have wanted towards the goals of progress, I said, after the failure of those ideologies, the world abandoned the idea of a unique progress and started talking about progress, economic progress, social progress, technological progress. Massimo Salvadori tells us that if we no longer believe in the automatic, mechanical progress that is inherent in history, then we must agree on what is the idea of progress that we want to pursue. And this is where the 2030 agenda approved by all countries in the world in September 2015 becomes the highest point in the history of humanity. What do we want to achieve? With its 17 goals, its 169 targets, but above all its four pillars and an integrated vision of a development based on the economy, society, the environment and institutions. This way of reasoning represents a real leap in respect to the past. And it is because it imposes an integrated thought. So, if I go back to the slide I used previously and look at that scheme, the 17 goals of sustainable development, then we understand that those 17 goals that are practically negotiated by the rulers of the world for almost two and a half years are not just a list, but they are a plan to change the system. So, the idea of changing the system of development becomes much more concrete because we understand which pieces of the system we must change. So, this is the state of art, if you want, on the subject of sustainable development. A topic that is very hot at the moment is because there is the risk that the coronavirus crisis will kill the 2030 agenda, as part of the 2008-2009 crisis, killing the discussions. At the time I was the director of the OX services that we were launching around the world to go beyond the PIN. And here I take some slides of the time, in particular the slides that you drew on the sand with a piece of wood that I brought to life from Bhutan, because a 70% of the experts gathered around the world were invited by the government of Bhutan, I speak of January 2013, to imagine a new economic paradigm. And after the discussion day, we were a little bit planted, and as it is said in a book, while we were waiting for the king to come with the queen to take the tea with us, I was out, think of January 2013 in Bhutan, I think at 3,500 meters above sea level in the capital of Bhutan, we were wearing a shirt or a shirt, this already gave an idea of the climate change in that country, and I drew on the sand this scheme, synthesizing in other terms, in a schematic way, the old, in part the present, model of development. We started with human needs and we built a machine to produce pills, and we imagine that this pill must satisfy human needs, that's it. That analysis, that scheme, in reality it already resented the work we were doing at LOX for many years, and in particular the work that, in parallel with the Stiglitz Commission, where we were part of, we were working to imagine a different way to measure wellness. And this was the scheme that then led to the scheme that LOX developed later with the so-called Better Life Index, which is one of the most used indicators that are used just to measure the state of the various countries. And you can see that here the element of sustainability is integrated into the state of four forms of capital, natural capital, human capital, economic capital and social capital, which then you have seen in the previous scheme. In this scheme, as well as in the well-being, eco and sustainable that we were talking about, we will talk about it in a moment, you see that there is this category, the subjective well-being. And for years we have been discussing these aspects because there is the setting of the studies of happiness based on the philosopher, the utilitarianist of Bentham, who basically say that all this, all this series of topics, the health, the economic well-being, etc, etc, are actually synthesized with a single element, precisely the measurable happiness, thanks to the new findings developed around the world, even in Bhutan, in which among other things people are asked if you are happy, not if you are happy instantly. If today, at this moment I ask you, if you are happy, you will answer me, as you have eaten, the fact that you have been at home for a long time, the boredom eventually of my presentation, that is an instant happiness. If I instead asked you how satisfied you are with your life, well then you would balance your life with respect to the state of your expectations. That is what we are talking about, the happiness interpreted in this way. But as you can see, instead, in that scheme, but also in the schemes used in Italy for the best, we added that dimension, well knowing that that happiness actually depends on all the others and therefore on the logical level it was not a satisfactory solution. For this reason, always on that table of Bhutan, you draw this other graph that you find in the relationship that then Bhutan presented to the United Nations. You see that already at the time there was the idea of planetary boundaries, that is, planetary limits that we have to respect. You start from the needs, not only from the human needs, but also from the development paradigm that is aware of the natural, human and social economic capital and that is about producing what we call the sustainable and eco-sustainable well-being. That is, the improvement of health, of the environment, etc. But in this scheme there was the lack of happiness. Then the intuition that Ebbi, listening to one of the experts who told about a person who had been in jail for 40 years and when he was released, he became a poet saying... Excuse me, 20 years. Saying that the time in jail was the happiest time of my life because I was an alphabetist and there I could study and become a poet, what I hoped for, introduced in this scheme the concept of happiness and resilience skills. That is, the ability to extract happiness and to be resilient, to positively react to even less favorable situations such as being in jail, to produce happiness. That is, I understand that the mistake that we were making at the time was that we considered happiness as an additive element compared to others and not a multiplicative element. In fact, we are told about religions, but we are told, we are told about positive psychology, that these skills can be learned, they can be taught. I don't teach you to be happy, but I teach you to extract happiness from what you have. And why is this relevant? Because happiness impacts on your needs and therefore, for example, it also takes into account the needs of the environment and not only of human beings, but also with greater happiness. The machine, the system, the paradigm works better.  And this also surpasses the objection of Amartya Sen on the happy use, because here we are not trying to convince the people who must be happy. No, we are trying to develop the capabilities that Amartya Sen calls capabilities, to flourish. In this scheme, as you can see, the production of, let's say, well-being, the 17 goals, but also this is linked to the theme of happiness. In short, a new way of thinking and acting, necessary, especially now, in which the shocks are particularly violent. I conclude with a reference to this volume that is available and that helps to understand how you can think in a different way and out of the box, even in situations like these, rather, in particular, in situations like these. And I conclude with a reference to two relationships. One is the Asvis relationship, which is what, as the Italian Alliance for Sustainable Development, which we publish since 2016, no, since 2016, excuse me, the Asvis combines more than 240 subjects of civil society and collaborates with SDSN in Italy, in particular, and here you can find a whole series of information on the evolution of sustainable development in Italy, but also policy recommendations, and the other, you can find among other things, the indicators that measure the progress of Italy with respect to the 17 goals of sustainable development, but also on the website of the Asvis, you can find many other information, among other things, also an impact evaluation of the coronavirus crisis on more than 100 indicators that are then used to build these synthetic indicators. And then the relationship that, instead, Secretary General of the United Nations publishes annually on the progress of the world with respect to sustainable development goals. In short, in conclusion, as you can see, it is possible to link the measure and the political attitude between the economy, the society, the environment and institutions. But the real issue is how to make sure that when the policy is designed, it takes into account these aspects. And here it is, where the experience of the sustainable and sustainable well-being that we had at LISTAT in 2010, when I was president, which then led from 2013 to publish a BESS report with more than 130 indicators of the social, environmental, and social situation of Italy, it is connected, instead, with politics, because politics has chosen that when the government today approves the document of economy and finance, it must also evaluate the impact of the policies expected on a dozen of the 130 indicators of sustainable well-being. And then, in February, after having approved the law of balance, it must make an impact not on the plans, but on what the law has actually decided to act. And the good news is that this approach has been taken now also by the European Commission, which therefore has chosen that the European semester, that is, the mechanism of programming of European policies, is made around the 2030 agenda and therefore the national DEF must be oriented to the 2030 agenda. Here, this is a point only with which I conclude to tell you that it is possible to measure better, it is possible to develop conceptual models that make our thought advance in terms of integration of economy, society and environment, and it is also possible to link this approach to politics, but then expect politicians to realize in facts and not just words what we are talking about. Thank you, I will stop here and I think there is time for questions and answers. Thank you very much, Professor Giovannini. Now we begin to answer the questions. I have now collected one by the fly, which is especially the last part on the extraction of happiness. They are asking me to extract the happiness of not being happy. Does it not mean that the public should be responsible? It is precisely the reason why, in the scheme that I have shown you, there are the indicators of well-being, which are very strong responsibilities, in particular of politics. But then the element of happiness is left to individuals, because each of us, for example, in this cohabitation forced by COVID, may discover positive elements that he did not see before, or rather suffer, especially where there are family relationships, for example, conflict. This is a good example of the person in jail that I told you about in Bhutan. And so, apparently, in other conditions, some people manage to extract more or less happiness from this forced prison linked to social distancing. This is not responsible for nothing the public, indeed. And the curve, the arrow that I have shown you, that is, in which the public can, I do not say teach, I repeat, to be happy, but extract happiness. Let's think, as I said before, about the attitude of positive psychology, which then has to do with meditation, the forms of re-centering of people who live better, in comparison to all other conditions, shows that the state can do more. In the West, however, we are very surprised by the ethical state, that is, a state that teaches you how to live. And here, where I just give you an example, you can turn this problem around. In the United States, the Clinton Foundation, years ago, convinced the producers of gas drinks to remove the gas drinks from distributors in schools.  If you sell them when they are 15 or 20 years old, there are 50 or 60 years of possible consumption. The interesting thing is that this approach transforms a problem of efficiency into a problem of efficiency. In the United States, if you do not follow the diet prescriptions, if you are obese, you lose priority in access to health services, because you are downloading a cost related to your active behavior on a collective basis. Perfect. Stefania Toraldo, who has reached us, the other manager of the SDS in Italy, has received other questions in the meantime. I remind everyone, in fact, that there are still some doubts, some curiosities that can continue to be written in the question panel. Stefania, we can't hear you. Can you hear me now? Perfect. Good evening, everyone. Thank you, Laura. Thank you, Professor Giovannini. I have another question from Agnese. He asks, how will the position of the national governments to face the crisis and the actions carried out by the private sector and by organizations such as, for example, the International Organization for Human Development? Well, this is the great question we have in mind. And for which, as written in a book of 2014, we expect to choose the future. I'll give just three examples. You read on the newspapers that one of the ways to reduce contact when you go back to work is to use an individual means. And so people will probably be encouraged or encouraged to use their own car, instead of the public means. Why? Because there is more social distancing. And so you could say, okay, use your own cars. Exactly the opposite of what you've been trying to say so far. Another way to approach the problem is to say, okay, let's put incentives on bicycles, electric bicycles or other sustainable mobility tools. They are individual, so they keep the distance, but they make a huge difference in terms of pollution. Here, governments have a lot of decisions of this type to take in this period. And there will also be the European Union, which in turn, next to the crisis unit, has precisely created the resilience unit, as I call it, that is, to think in the mid-term. Governments can decide to react to this crisis as they reacted in 2008-2009. We create jobs even if they are. Or to say, no, we orient the choices, such as, for example, imposing small, medium-sized companies, small, medium-sized companies, making it so-called non-financial. That is, the fact of having to count not only on the economic results, but also on the social and environmental aspects. The subject, among other things, on which sustainable finance is going, because it no longer intends to invest in companies that do not have a long-term perspective. Here, this is a big question. If that is the international finance, after this crisis, will it orient itself on the new and old criteria or will it have even more incorporated the concept of risk? And therefore it will choose those companies that will not only be more sustainable in the environmental sense, but also social, for example, ensuring that their own dependents operate in a health-safety condition. Thank you. I have another question. Professor Giovannini, thank you very much for the presentation. My question is, what should we start with in order to create an inclusive and resilient society? Where do we have to start post-COVID? So, basically, it's a priority. Here, this is the typical question that is asked, even when one presents the 17 goals of development. What are the most important ones? Well, if one asks this question, it means that perhaps one has not yet taken the entire relationship of the 17 goals. Now, of course, one has to start with something. And that is why I might suggest to see a document, not only that of ASVIS on the impact of the crisis on the 17 goals and therefore the proposals of policies, for example, to set up an emergency grid for those who, even if they are working in black, do not have any social shock absorbers. But then I invite you to look at this recent paper just a few days ago that we wrote with the Joint Research Centre of the European Commission, in which we applied to the COVID crisis a policy scheme that is no longer economic and social and environmental, but policies that protect, promote, prepare, prevent and transform. It's a different way of thinking, and the good news is that we can do a lot of things together. So the priority order is determined, more than anything else, by a question of a balance. But as I said a moment ago, for example, changing the rules of the company's bank accounts does not have a balance impact. The important thing to do is to ask yourself now where we want to go, that is, to avoid thinking about wanting to go back to where we were three months ago. It would be a glamorous mistake. For this we are talking about transformative resilience, which is not being resilient to go back to where it was, but to transform. And so, thinking, for example, if we really, in 2022, let's suppose that the PIL will come back at the level of 2019, we want to have 110 billion of evasions, we want to put all the gas on the ground that some areas, in particular, look at cases the most affected by COVID, etc., etc. So we don't just have to do more things, we have to do different things from what we did before. Do you have any other questions? I don't have any other questions. I have one more, excuse me, which is more related to the definition of PIL and to the use of the new indicator, especially the Happiness. Gentiles, Prof. Giannani, many are the publications that talk about the limits of PIL as a indicator of well-being. But why does it still remain the sovereign indicator? The supremacy of PIL is really only due to its simplicity and objective, unlike the example of the Happiness Index, which is highly subjective. Thank you. The beating I always do to those who say that measuring happiness is difficult, I answer them and you have to try to measure PIL, which has happened to me for many years. We believe that PIL exists in nature and that it is enough to measure one meter. Of course, no, there are a lot of hypotheses behind it. And as I said before, even when PIL was created, there was a school of thought behind it. The rules that determine PIL change over time, fortunately, with the evolution of economic theory but also of sensitivity. For example, in 2002 I wrote by the director of LOX to the other great international organizations, saying that it doesn't seem stupid that we measure the costs of research and development as a cost and not as an investment, and then we change the rules in the future and I could make other examples in general. But the point is something else. What do we have to do with these numbers? So you can see that I am totally opposite to what I said, to replace PIL with LEPINESS. Why wouldn't it really make any sense compared to that scheme? Unless you don't actually embrace the philosophy of Bentham and therefore calculate the utility, think that the utility can be summed up in some way, and then I urge you to choose the internet to live, since the English government had clearly said, well, we choose to throw away the elderly with the Covid strategy, instead of others going forward. I'm not saying this because it's not about measures, but it's about deep philosophy of life and division of the world. So the LEPINESS indicator is useful, but it can't replace PIL. No single indicator can replace PIL or it can and must be kept in isolation. The truth is that even PIL is seen alone. But today we already have many indicators that we could use, and then it says why PIL? Because we've been here for 55 years in a way of thinking that it sees that indicator as a proxy of many other indicators. Historically, with the increase in PIL and the increase in health education, there are many beautiful things. But today that indicator is no longer representative of the economic well-being. Let me give you an example. We're almost closing. Between 2007 and 2014, the pro-capital PIL in the European Union was increased by 2%. The available income of the families, that is, how much was left in the pockets in the pro-capital real life, was reduced by 5.5%. Seven points of difference. And those seven points made a difference between when I was talking to an economist and when a family leader listened to those economists talking about a world that wasn't the one he was living in. Here we already have many indicators, those Asvis, you can see them, but there are also others, often too many, and so that's why we synthesize them in 17 goals, but we're against synthesizing everything in one indicator. And the answer is, but would you buy a car that only has a tachometer? I don't think so. And so, if we learn to drive a car looking at four or five indicators, we can also clean them. Thank you, thank you, Professor, and thank you all for participating in the webinar. In case of any other curiosity, I invite you to refer to the Asvis Institute and to those of the two Austin Institutions of SDSN Italia, which are www.femme.it, founded in Enrico Mattei, and www.santachiaralab.unicy.it and Santachiaralab at the University of Siena. A video recording reminds us that it will be available on the YouTube page of SDSN in the next few days. So, in the name of SDSN Italia and our guest, thank you again for being here today and have a good day. Lauren, thanks again. We leave the floor to the next speaker. Thank you. Thank you so much, Nella. Thank you so much and allow me to, again, thank Professor Giovannini, Laura and Stefania for organizing this wonderful session. We are about to transition. We're ending this broadcast, the fourth of our six going on today. I hope to see everybody on the next session. We're moving around the world to the Black Sea region and we'll be starting that shortly. So, I put the link in the chat and we'll see everyone online. Thank you for joining.


Felly dyna wedi'u ddwy yn enrych, o ran ymddangos i ddweithio'r drafod. Felly mae'n clyw o'r blaen, mae'n ei ddweithio. Mae gennym yn ddim yn ddim yn ei ddweithio, ac mae'n ddim yn ddim yn ddim yn ddim. So, mae'r ddweithio'r ddweithio, mae'r ddweithio'r ddweithio'r ddweithio'r ddweithio... .. Dogs yn wirio, ar y ddweithio hwnnw... .. mae'n rhan o'n glwyddiad, mae'n draw. Byddwn i'n meddwl, yn cael ei wneud yn cael ei wneud, bod y ddylch yn granteirol a gweithio. Ac rydyn ni'n ddweud, dwi'n creu'n gwybod i'n gwneud y cwspol yn gynghwyl. Rwy'n cael ei ddefnyddio ffynwysau, ei ffynwysau yn digwydd. Rwy'n cael ei ddefnyddio'r gwybod i'n gwybod, a'r ffynwysau yn digwydd. Ac rydyn ni'n cael ei ffynwysau fod yn cael ei gwybod. ac yn y dyma'n hynny'n ddweud i'r gyffredinol yn ymgyrch gyda'r iawn, ac mae'n gwybod ar hynny i'w ddweud o'r maen nhw'n mynd i gyd. Mae'n ddweud i'r lleol yn y ddweud i'r maen nhw. Yn hynny'n ddweud i'w ddweud. Felly mae'n i broseso'r cymdeithas, ac byddwn yn y rhan o'r llwydd newydd, mae'n eu adegau'r cyfnodau am gyfnodol, y top six o'r llwydd o'r newydd yma, yw i'r llwydd yn y ddweud. Your own. And then that means you're successful, that means you're stepping up to another level, then we're more money coming in from the board, and the finances from around the ground. You're going to have a better team and I can see it probably in five to six years, and nobody wants to hear it. It's going to be true, five to six years. We're going to have a really good team, and this might be when Howard Poris teamed together, we were all young. And we all made mistakes. a we weren't the finished article for the period of time, and we needed a bit of luck and we needed a catalyst. For me, the catalyst was Peter Reed coming on. At the moment, they're looking for their catalyst and we can't quite find it. It might just be an injury or it might be something that somebody comes in and says maybe you have to do a job in a certain position. I think it's changed. We might be looking at the same situation when we look back in time and go on to it. It's very similar. So you're looking at it like that and thinking, okay, football's changed. So the way people manage it and the squad's changed, so it does become different. But I've got a nice feeling about the club that we're moving forward, even though the results are going to be up and down. But the results are going to be up and down because they were with Howard anyway in the first couple of seasons. Because we weren't finished. We weren't home. It's the same struggles that was. And that's key, isn't it? Well, if you look at the situation now, you know, he's stuck with Ola because he obviously, they've sat down somewhere and had a chat about their project and decided it looks to me that they're going to get a load of younger players and try and push them forward and model them into a team. Which is great. But Howard, don't forget, could sign anybody at any time. Yeah, and now you've got windows and my people keep screaming to me, well, get rid of the silver. Okay, you get rid of him now. We've got the players you've got, but it's no magic wand to turn them players into world-class players overnight. So you've got to think about, okay, so let's have a look at the transfer window. What does he need? He needs a striker. He probably needs a centre half and he probably needs a midfield player. Definitely does. Three players could change that team into where they are now into the top four quite easily because if you stick goals onto what we do, we stick clinch each other in, we stick somebody who can actually play, but again he goes back to Delph and the other lad being out for a while. He's not got his two players that he really wants to play on a regular basis. So I think you've got to look at the project as a whole and people go to the games and they get caught up in the today. Well, as a club you've got to take a long term view and they're taking a long term project going, okay, we've got four years to turn this now squad into what we're going to do when we get in there.  Yeah, yeah. So write that off and write, I don't like the manager, so let's get rid of him. That's 200 million pound before you try and bring anybody else in.  So there's things going on there that I think are really positive but there's two views and the only thing I don't like is the communication because I think the communication's poor. The vision, what they've actually sat in the boardroom and discussed, hasn't quite materialised into selling it to the people and I think if they come out and say, look, this is what we're trying to do, we're trying to get a load of onto young kids and we're trying to turn them into a team and this is what we're trying to do and in future this is what we're going to try and do. They've got a striker there from Italy, he's got goals in Italy, which is really, really hard and sometimes it takes a season for somebody to watch it just to a new country.  If he's not ready, he's not ready. It took us three years to make him a mind about Brexit. Nice. He's still laughing at me. No. But again, they bought him for a reason and it might not be, sometimes you have to buy for today and sometimes you have to buy for tomorrow. And maybe he's been bought, hopefully that he'll get on the feet running but it hasn't quite worked out so he's going to be pushed in easy and I think people should applaud what he's done. Because the easiest thing in the world to do was stick that kid in every week and he becomes a failure and it ruins his career and it ruins Silver's career so you've ruined two careers for the sake of what? Being patient. Well, do everyone recognise goalscoring? Yes they do. Do they need it quick? Yes they do. If he's not ready, he's not ready. He's just not ready and you can't force him in because that don't work either. So it's really difficult for him to understand and I think that's where the clear vision needs to come and the clear communication needs to come because I think if we all knew what was going on then I think it would have been a lot happier. They're still moan because you've got to be here and there and they're still moan about everything but people would be able to keep their longer term vision and at the moment they can only see Saturday to Tuesday to Saturday to Tuesday because no one tells them any different. Now if you sat down and said right, this is what it is, this is what we're trying to achieve, buy into it please and if it goes wrong, whoa, I'm a chairman, I'll suck it. But it won't go wrong because I'm sticking my money in and I'm getting a new stadium and I'm going to want to be successful and I want the corporate stuff to do well.  He's a businessman so if you look at all them things you go, actually the future's really bright because he's not a mug, why's he come to heaven? He's not come to heaven because he thinks I'll tell you what, I'll get him and relegated.


Hello everybody and welcome to Blackstar Potential. My name is Lee Fuge and I'm here with mgrmusic.com and today we're going to learn how to play five classic rock riffs and dial in some suitable tones using the Blackstar Silverline standard. All the riffs that you're going to learn in this lesson use just three chords G major, D major and C major. First of all let's take a quick look at the chords. The G major is going to be played like this. We're also doing a variation on this in one of the songs where we play it without the note on the A string played. So it's played with the A string muted so you take your first finger off like so. The D chord is going to be played like this and the C chord is going to be played like this. We're going to combine these three chords with a bunch of techniques from string picking to hammer-ons pull-offs and string bends to create these five cool riffs. All of the tones that you hear in this video are inspired by the original artist's recordings. They're all dialed in using the Blackstar Silverline standard. If you like the tones you can go over to the Blackstar Insider community online and download the tones from blackstarinsider.co.uk. There'll also be a link to the tones in the description below. The first riff we're going to learn is by The Clash and it's a track called Should I Stay or Should I Go. Here's the riff at full speed. So this riff uses just two of the chords the D and the G. This is straight eighth notes but we're not playing on the first beat we're starting on the end so you do two hits of the D chord and two. On the end of two we're playing the G, B and E strings as an open as we transition into the G which comes in on the three. The G is played on the three and four and then we hit those three open strings again on the end of four and then we hit another D on the one of the next bar. The second third and fourth beats of the second bar are played as muted string riffs. So with your fretting hand you want to mute the strings and with your picking hand the third bar is exactly the same as the first bar so we revisit the initial riff that starts on the end of the first beat and then on the third beat of the final bar we're doing a quick little hammer on from the fifth to the eighth fret of the high E string. So here's that riff nice and slow and once again at full speed. To get the tone for this I'm using a single coil loaded sugar gold masquerader in the bridge position to get a telecaster style bite. Got the crunch voice selected on the amp with the EL34 response and a very low gain setting. Second riff we're going to learn is the Leonard Skinner song Sweet Home Alabama. So here's the riff at full speed and then we'll break it down a bit. For the song we're using the D, C and G chords but we're playing a slight variation on the C. We're playing it as what's called the Cadd 9 which is like this. It's like a G chord but it's rooted on the A string. We're playing it as the third fret on the A, the open D and G and a third fret on the B and E strings. This riff starts with a D chord with a little arpeggiated pattern that starts from a double open D string like so. Then we move into our Cadd 9 pattern and I'm doing the A string three times but I'm muting the third time and then I'm doing the same pecking pattern backwards from the B, G and D strings. Then from the G chord I'm repeating that same pattern where I'm picking the E string which is the third fret of the E string three times but I'm muting the middle one and then I'm playing the open G. So here's that all together nice and slow. First bar ends with a little hammer-on pull-off lick on the A, D and G strings. It starts with the open G followed by a hammer-on from the open A to the second fret. Then we've got a hammer-on pull-off from the open to the two and back again on the D string which lands then on the second fret of the A and a pull-off from the second to the open on the G. So here's that lick all together. The third bar is just a repeat of the picking pattern in the first bar with a D, Cadd 9 and G chords and then the final bar is an ascending lick on the G string which starts with an open G followed by a pull-off from the second fret to the open string again, another open string then a pull-off from the fourth fret to the open string, the open D string and then a bend on the fifth fret of the G up a full tone. So here's the riff all together nice and slow and here's that riff at full speed once again. The original version of the song was recorded on a strat style guitar in the second position so you want two single coils the bridge and the middle position selected at the same time. I'm using the clean bright voice on the amplifier with the gain pushed up quite high and an EL34 response. Third riff we're going to learn is the AC-DC track You Shook Me All Night Long. Here's the riff in full. This riff uses the G, D and C chords with some quick changes so it starts off with a full bar of the G so it's just G on the first beat and that's held for a full four beats. The second bar is some quick changes from the C to the G. Think of this as eighth notes it's a double C so it's C on the one end and you hit the G on the two then you also hit the C on the three and the G on the four. The third bar is a full bar of the D so you hit that D on the one and let it ring. Then the fourth bar follows the same rhythm so one and two three four but this time we're going from the G to the D. That then lands back on the G as the one which is the start of our riff again. If you're struggling with the quick changes from the G to the C you can simplify the G chord by playing it just like this on the bottom few strings. This allows you to go back and forth from the C a little easier if you're struggling with that quick change. So use that riff altogether nice and slow and once again at full speed. The actual studio version of the song isn't quite played as straight as that but that was a slightly simplified version. The studio version is actually slightly ahead of the beat by an eighth note. This gives the song a little bit more of a push but if you think about that as being on the beat it does make it a little bit easier to learn otherwise you're trying to count the one beat as being the end of four and all the other beats are moved an eighth note forward as well. So just think of it as one because it makes it a little easier to digest. To get the tone for this song you want a humbucker guitar with a bridge humbucker selected and a big open overdriven sound. So I'm using the crunch voice with the KT-88 response because that's got a very high headroom. The fourth riff we're going to learn is the picked intro for the Guns N' Roses version of Not Good on Heaven's Door. This is played in E-flat tuning so you want to tune all your strings down half a step to E-flat, A-flat, D-flat, G-flat, B-flat, E-flat. You can practice this in standard tuning but if you want to play along with the track you're going to need to detune half a step. For this we're using the G without the second fret on the A string that we talked about at the start of the video and the D chord as well as the C. This is all picked except for the first chord. The picking pattern for this might seem quite quick straight away. Think of every single beat as being divided into 16th notes and it makes it a little easier to count. So we're counting one E-ander, two E-ander, three E-ander, four E-ander all the way through this pattern. So we start off with a single strum of the G from the low E to the B string. So don't catch that high E-note and this is going to last for one beat. So four 16th notes, one E-ander and then we're going to pick backwards E, B, G and then hit the B string once again. Then we go over to the D chord. On the third beat we're going to pick from the lowest note of the D to the highest note. Then on the fourth beat we're actually going to take the note on the high E string off. So this is now an open string. This makes the chord a D suspended too but just think of this as an open string being added to the D chord. We're going to pick backwards then E, B, G and then back to the B. So here's that bar all together. Then we come to a full bar on the C chord but we're still playing 16th notes all the way through. This bar looks a little bit complicated on paper but don't worry once you've gone over it nice and slow it does fall into place. So on the first beat we're playing the D and G strings open but then we're hammering on to the second fret of the D so that's our first two 16th notes. Playing the third fret of the A and then the open G. The second beat of this bar we're picking from the B string backwards so B, G, D and then hitting the high E string. On the third beat we're starting on the D string so we're going D, G, B and back to G again. And then on the fourth beat we're repeating that hammer on phrase from the first beat. So here's that bar all together. Here's that one all together nice and slow. And once again at full speed. To get this tone I'm using a humbucker guitar on the neck pickup with the clean bright voice and an EL34 response but I've also got some light chorusing going on as well. The final riff we're going to do is already gone by the eagles. Here's how this riff goes. So this uses the G, D and C chords with a little linking phrase in between. So we're starting off with the hit on the G so it's 1, 2 and then on the end of 2 we come in with this little run here. So that run is straight eighth note and 3 and 4 and but the 4 and is actually the bend up and down. You should also hammer on from the open to the second on the A. This then hits straight into a D chord on the one of the next bar which lasts for a full bar. Start on the third bar you hit the C then you repeat the same lick but this time starting on the D string. So it's open hammer on 2 on the D followed by open and 2 with a bend on the G. This then hits in the final bar on the C on the 1 and then you also hit the C chord again on the end of 2, the end of 3 and the 4th beat. So that's 1, 2 and 3 and 4. So here's that riff nice and slow. And once again at 4th speed. This riff is actually comprised of a couple of different parts. Obviously the eagles had three guitar players who all used different types of guitars. You can pretty much guarantee that a tallycaster was used somewhere on that track so I've gone for my Schergold Masquerader once again with the bridge pickup selected to get that nice tally I've got the clean warm voice selected on the amp but I've actually got the gain and the level set all the way up. This will create that sort of loud cranked amp sound. The amps that the eagles used were often pretty clean but they were driven hard with volume so this will get a nice little bit of break up just at the top end. And I've also got the 6R6 response selected. So there you go there are five classic riffs and how to dial in some similar tones using the Blackstar Silverline series. Like I said at the start of the video if you like the tones please head over to blackstarinsider.co.uk. You can download these patches from there. The links will be in the description below. Please check those out and let us know what you think of them. Thank you so much for watching. I hope you've enjoyed this video. Don't forget to check out Blackstar Potential on YouTube for more videos like this. And if you're looking for guitar teacher in your local area please check out mgrmusic.com. We've got a network of great teachers all over the country just waiting to help you guys out. Thanks so much for watching and we'll see you soon.


Before I begin, I just wanted to thank Anurag and Karan and E4M for this partnership. This is the first time PRCAI and E4M are partnering to bring out a section of our report which we do every year. How many people are here from in-house community? In-house community. How many people are here? From CUPCOM or marketing CUPCOM. Okay. And AGC? Okay. More AGC. This is going to be interesting. Okay. I've got 10 minutes. So, we'll try and make it crisp and quick. Ask questions at the end. I'll leave about a minute for one or two questions. So, this survey we do every year. PRCAI does a survey every year. We talk to all or most firms in India. And as part of that, we also introduced a survey for in-house communicators which we did this year. We did one last year as well. We've done it this year as well. It's more qualitative. And that's what I'm going to focus on today. But before I begin that, I want to set some context with the global PR report. So, the ECO, which is the parent body of all associations. There's a survey in November which results were released. And I'm going to share just two slides of that so that you set some context. Okay. Technology first doesn't work. And that's one of the trends, by the way. Which would you like to point out? Okay. So, this survey this year was with most of the agencies we spoke to. We spoke to about how communicators and now the price has gone. Okay. So, this is the home support with ECO, which we do every year. Firstly, the global PR industry was 16 billion. Anybody knew that? I don't think anyone of us knew that. We employ about 200,000 people across the world. So, an A-PAC that what came out was amongst the top most upbeat market. Even five was the most upbeat region amongst all regions. On a score of about 7.7 out of 10. Do you know what's the growth rate of the global PR industry? Any guesses very quickly? What is the growth rate for the global PR industry? And I'll come to India in a minute. 20%? Somebody said whoever said that is closest. It's 5.2% as of last year. Before that it was 4.5%. So, it's not that. I'll come to India in a minute. What were the core highlights that came out was one technology. Reputation and purpose. Reputation and purpose came out top in terms of what clients want today. Or want PR firms to focus on. Or what communicators today are focusing on. Clients are increasingly wanting to use PR firms for leading the most non-trivial services. And finally ethics. Ethics is coming up stronger as we use, as we saw the first point technology. As we use more technology, ethics is going to become even more critical and important. So, let's move on to India. There was some quick feedback on global. On the consultancy side, that's the growth rate for India. 12%. So, whoever said that earlier was an India growth figure. We grew 12% last year. We expected to grow in the same region this year as well. I hope to do. And not false. I'm just looking at all the discussion on the economy these days. And suppose to be about, if you go at that, it's about 1800 crores by 2020. So, that's really what the PR consultancy side of the business shows. And similarly, if you look at the market or the region, clearly the north region, which was by far the largest in terms of growth, remains the largest. But the west and north are pretty much now getting close to each other. So, business coming out of north and west are closer to each other as we've seen in the last four years. The south is growing, but will remain at about less than a quarter of the whole industry. So, this is a broad brush on the consultancy side. The in-house, some of you guys were sitting here had to say it. The good news for the agency guys is that the budget allocated to public relations has increased by close to 12.8% to be exact. It was 9.5%. It goes up to 12. That's pretty good, grown by almost a third. If you look at the segment-wise participation, we spoke to people who are like some services, tech services, NGOs, and a lot of samples. The gradual shift seen in the services undertaken by the in-house team has seen some shifts. So, if you see this very quickly slide, you see services provided by the PR firm is really more around social media, media relations. Analytics has come out 31%. Social media crisis comes about 30%. What is going in the agency side is more, sorry, in-house side is more employee engagement. That is something that's not coming to the agency. I don't think that's a big surprise there. What is interesting is that I think as in-house communicators, they need to give their firm more of, is more integrated work. Integrated work is really just 13% of a business according to in-house communicators. 87% is different agencies. Following on from that, content, media relations we all knew about, but content and public affairs are being seen now as more PR spend contributors, almost 91% of the total spend. However, if you see 2019 and 2018, you see the spend in digital social media going up. This is largely content. Again, in public affairs you see it go down, but that's what's going down is that that service has been taken in-house for buy-in-house communicators and not given to PR or policy firms. So it's an interesting trend on what is going in and what is going to agencies. The top two trends that came out was ORM, online application management, which doesn't surprise me because globing with tenders about application management and visual communication, which is really multimedia content creation, which again is not a surprise to many of us here. The biggest perceived challenge is a lack of, a theme is going to be very happy when we listen to this figure, is the lack of a core or a uniform measurement system or guideline industry. So it's not about funding really, it's about measurement criteria. Talent, we all complain about talent. There's such wonderful people sitting here, but we still crib about ourselves. So quality of talent deployed by PR firms was again seen by consultancy, by in-house communicators as a major drawback on the side of AGT. Okay, so what are the new expectations just to wrap up? Artificial intelligence, bringing AI to enhance content marketing. Future PR efforts, more amplification, a crisis, and finally storytelling and relationship. Relationship, relationship, relationship, that's not connected here. That still exists and that's come out in the top four expectations by in-house communicators. This is the one you can all sit here and debate for till the cows come home, right? So what is the disconnect between PR firms and in-house communicators? I just picked up a couple. I think in-house communicators all the time say, oh, we don't get strategic input from the agency. And we all say, you don't give us access to top management, right? So that things remain. And the last thing is storytelling. We all say, you're not proactive. You're not creative. You can't tell a good story. You're not bold enough to take up a campaign to give you. So I think this fiction will always, always be there. But at the same time, the industry continues to grow robustly. We are all in the industry, all working together. And I think some of these figures give us some room to think in terms of how we can work best between consultancies and in-house communicators. On that note, I'm going to stop here because my time is up for the screen. I'm happy to take one or two questions of the survey if you have any. Wonderful. Oh, you have a question. I think keeping my head off the president of ETO, I will say, and not as AVME, I will say that you should have a PR firm, not for any other reason, but for the reason that to get independent counsel as an in-house communicator. You should have both to be honest, because you can't do one without the other. But without a PR firm, you never get independent counsel on anything, on strategy, implementation, whatever you want to do, you'll never get an independent counsel. Somebody who can think outside in rather than just sitting in a silo and thinking about it. Good. Okay, great question. Because this survey is available with PRCS. You can write and we can send it to you. Write to us. The question is, what's the scope for growth of visual PR? I think most clients are talking about reaching out to TSE and TSE markets. And we see that as a huge, huge growth area. In fact, probably growing at a higher double digit than Metro, more double digit than Metro. Definitely. There are other challenges there, which is more about talking about how is regional media mature enough in some of the states, in some states they are, but in some of the states, they may not be mature enough beyond the top two publications to deal with PR firms or brands. Okay. Thank you so much. I'm around for the next few minutes. If anybody has any questions, I want to thank Anup, Aseem and Exchange for Media, Jyoti Lahiri, who's here in getting this organized and all the 40 to 50 communicators who actually spilled out the survey. Thank you so much.


Hello everyone. I just probably have to introduce a minor correction. I'm a visiting professional with the International Criminal Court and today I will speak about my legal practice as a Ukrainian lawyer in Ukraine on international humanitarian and criminal law issues. I should make a disclaimer that surely it's a very challenging thing to practice the armed conflict issues in your own country. I'm trying to be as impartial as possible, but if you notice any bias from me as a Ukrainian lawyer practicing in Ukrainian, please do speak up and I will be very very happy to address them. My presentation is called Do No Harm. The book by a celebrated British neurosurgeon Henry March was called, is called Do No Harm and he who's also practicing a surgery in Ukraine says that his Ukrainian colleagues often suffer from an unjustified surgical activism when they are too active and too willing to operate in the cases which are unoperatable, which might be only aggravated by the intervention. And unfortunately sometimes it also happens with the civil society in Ukraine because having faced an armed conflict, an issue the Ukrainians have not predicted nor were quite ready to tackle just gave rise to many challenges, many challenges. So on the first slide you can see the Maidan Square. Basically, this is the central key of where the Revolution of Dignity started in 2013. It culminated in mass shootings of the protesters and eventually the occupation of Crimea followed and the armed conflict in Donbas in eastern region of the country with the pro-Russian proxies who are allegedly supported by Russia. Here you can see this neurosurgeon Henry March also in Maidan Square who commented on this unjustified activism of the Ukrainians. But is it really unjustified? The case of emergency followed in the legal domain in such a manner. Ukraine could not investigate or prosecute the alleged perpetrators of the Maidan crimes or of the crimes which are committed in Crimea and in Donbas. Because first, many alleged perpetrators have left the country to Russia or elsewhere. So they're not there physically and second, there are certain other expert limitations because surely the domestic prosecutors, judges have not dealt with the law of armed conflict. So the international criminal court became the first option, the primary and evident option to pursue the individual criminal responsibility of those allegedly responsible for the grave violations in the country. Ukraine signed the Rome Statute in the 2000, but it did not ratify the statute due to some constitutional limitations. So what the country did in 2014 and 15, the country recognized the ad hoc basically jurisdiction of the court under article 12.3 of the Rome Statute. So basically Ukraine has invited the Rome Statute to step in and look at the situation in the country. At the moment, the prosecutor of the international criminal court is doing a preliminary examination of the situation in the country. So what does it mean? It means that it's not a full-scale investigation yet. So currently the office of the prosecutor is examining whether there is a reasonable basis to believe that the crimes following within the jurisdiction of the court, namely the war crimes and crimes against humanity in case of Ukraine, have been committed. And if the prosecutor is satisfied with that, she will proceed with a full-scale investigation. And to catalyze this investigation and to catalyze justice for the country, the civil society has stepped in. I will address the five principle innovations or where the Ukrainian civil society has helped to bring more justice to the victims of the alleged war crimes and crimes against humanity in Ukraine. And I should explain that by the civil society, I mean the practicing lawyers, the NGOs, the media and the academia. So the first thing is that the growing role of domestic NGOs in documenting the war crimes and submitting the evidence to the international criminal court. Both the well-established NGOs like the Helsinki Human Rights Union and the newly established NGOs like the Regional Center for Human Rights have been actually in the avant-garde. They were in the front even before the prosecutors' offices, pointing at the violations first, committed by all sides to the conflict and second, at the violations that were not on the radar of the state authorities yet. For example, the Ukrainian NGOs were first to look at violations against cultural property in occupied Crimea, and the prosecutors' general's office was not looking at that crime at the time. But as the evidence was collected, the prosecutors' offices were sure that indeed it was the case, it was a violation, and they started their own cases. So we can definitely see that the domestic NGOs and human rights in Ukraine have impacted the case selection in domestic proceedings. Second, there has been the unprecedented cooperation between NGOs and traditionally reserved state authorities. I'm not sure how familiar you are with the Soviet and post-Soviet prosecutorial and law enforcement system, but I presume you can understand that these institutions have been very male-dominated, very close to external consultancy and very reserved in their reporting. But understanding the limitations of their expertise, the state security offices, the prosecutor general's office, the MPs, the government, the Ministry of Justice have become open to the consultancy from domestic and foreign NGOs. What has that changed? That has changed the attitude that we can now see the press events from the prosecutor general of Ukraine, who not only admits but really celebrates the cooperation with NGOs. This has never been the case on the post-Soviet space. Very recently, just in February, the prosecutor general announced quite proudly that together with domestic NGOs, they submitted a new communication to the International Criminal Court on the appropriation of property in occupied Crimea. So we can see that the NGO sector is more accepted and recognized by the state sector and this is very important. Basically, this is the third point that I would like to address. This is the growing state openness to the consultancy not only from domestic actors, but also from external actors. The company that I work for is run by a British barrister and American attorney and one could never expect state Ukrainian prosecutor's office being open to the consultancy from a British barrister. But actually, this is what they're currently doing. They do receive the recommendations. They do invite the practice and international lawyers to train the Ukrainian judiciary, the newly formed Supreme Court of Ukraine on IHL and on ICL because as the judges were not really familiar with the International Humanitarian Law, some war crimes proceedings were conducted in Ukraine domestically were criticized for not fully meeting the International Humanitarian Law requirements. So there is this openness to the current training of new judiciary in Ukraine by including foreign experts. Forced we're speaking about the enhanced legal training of the military. As you know, the International Criminal Court looks into the situation as a whole, not just at the violations committed by a one party to a conflict. So certainly, the Ukrainians or the government are interested to ensure that their military, their servicemen are as knowledgeable about IHL as possible because this is their primary protection. Ensuring that they are not committing the war crimes. Ensuring that the shelling they do complies with the principles of distinction and other IHL standards. So we've also currently experienced in this huge civil society participation in training of the military. Again, this is something that could never happen even a couple of years ago because the military has traditionally been in the Soviet Union and in the post-Soviet countries, a very closed traditional and reserved area close to the foreign consultancy. And fifth, the civil society, namely Amnesty International, Global Rights Compliance, my private, basically, law company, local NGOs and academia are contributing greatly to amending the domestic criminal legislation The road-statute crimes, the war crimes and crimes against humanity have not been properly incorporated into domestic law in Ukraine, not only in Ukraine, also in Georgian, in Moldova Georgians also had to amend their domestic legislation when there aren't conflict with Russia happened. So the principle flaws that the civil society has helped to eradicate from domestic law as follows. First, all the majority of the war crimes incorporated in the road-statute are in the new draft law amending the criminal code of Ukraine. Second, the penalties, the approach to punishment is also incorporated properly because currently there is this balance between the penalty options in the Ukrainian criminal code. For instance, it provides an option of only 10 to 15 imprisonment for a war crime or a life imprisonment. So we see a clear disproportionate approach to punishing war criminals. This has been corrected. Also, we are installing, we are adding new crimes such as the crime of enslavement of persecution and enforced disappearance. These crimes have not been recognised by the Soviets and they have not been recognised in the independent post-Soviet states, but currently we see that the armed conflicts demand that they be in domestic legislation. So this is something that the civil society also is reassuring the domestic authorities to change and to implement. Thank you. There have been also complications. As I'm saying, Dr. Marsh said that the involvement can also be sometimes harmful. For instance, the mass media have provided their own version of international law. They raise the unjustified expectations. For example, many mass media are not knowledgeable about international law, claim that the ICC will definitely adjudicate the modern crimes, the shootings in the central square of Kiev, not understanding the limitations that the widespread and systematic criteria require by the ICC. Surely they raise the unjustified expectations from the victims and they such unjustified reports by the media, they create the tension within the society when they don't receive the judgment on which they expect it, but they couldn't expect it because the jurisdiction of the court or the admissibility of the court did not allow for it. And unfortunately, not all media explain that. Although there is a legal activism concerning, for instance, trials and absentia, people want to prosecute so much that they have adopted the authorities to meet the public demand, adopted the amendments on the trials and absentia, which don't really meet the fair trial standards of the European Court of Human Rights, of notifying a waiver, of a right to retrial. And also there is a huge lack of scholarly voice. The Ukrainians don't really participate in forming the discourse, the narration about what's happening in the country. All the discourse is usually led by Western lawyers. So this is also my appeal to my colleagues in Ukraine, and I also say that in Ukraine, that you should contribute, you should provide your own vision to make this international law truly international. But there are more voices now. I'm happy to speak to you now and thank you for your attention.


Hey guys, how are you doing me on social media lately? You know I've been doing a lot of stitching and I've been using some of my own rubber stamp and stencil designs on fabric to create an embroidery, a design that I can then embroider. Now initially I just took some of my stencils and these are from a stencil design called the Four Faces stencil and you get all four of these faces. I cut mine apart but you get all four of them on the same stencil and it is arranged on the stencil so that you can do this and cut them apart if you would so choose. There are two of them. These are full-on faces and then there is one that has two three-quarter faces and two profile faces on it. So I chose to use this one and I initially took that one and I traced it onto some fabric with a fabric marking pen and this one is it just says International Japan. It says EZ International Japan. I don't remember what brand this is. Now there's some of these fabric markers they're in the Sewing Notions at your fabric store. I do believe they even have them in the sewing section of Michaels. Some of them are water soluble fabric marking pens and some of them fade over time. They're just air soluble. Is that a thing? I don't know but some of them will stay unless you get them wet. This is one of those. Now I do find that even with the ones that are supposed to stay unless you get them wet that if you leave the piece for too long then it will fade a bit and you have to go over the marks again. But I would just do it no more than like a day or two ahead and I for this you can see I just used scraps of muslin and I took my face that I wanted to use the stencil and I just took the marker and I marked the the face on this on the fabric and then I embroidered it and these these are basic faces intended to just give you a starting point if you don't know how to draw a face and then you embellish it with hair and everything else that you would like to do which is what I did here on these. And then I got them wet with a spray bottle that's just off camera and ironed them flat. All the marker came off. So I like to do that very much and then I thought I've marked on fabric before with this stamp pad which is supposed to be the same kind of stuff as in the pen but it's color box erasable fabric ink pad. This is water soluble ink so it's supposed to stay again like the marker unless you get it wet. The problem with this stamp pad although it works great mine is very juicy. They don't make it anymore and there is another one that's made by a Japanese company but it's super hard to get here in the US so I thought well if people want to do this then what are they going to do right? And I did do two new designs with this ink pad and before anybody asks the feather is from stamp set number nine. See if I can do this without things falling which comes with all of those designs. Yeah making sure you can see it in the camera. And then this other one is from modern atomic set number four which comes with these designs and is intended to be a layering stamp so you choose a background color and you stamp this and then you choose a different color that's maybe slightly darker than the background color and you stamp this one over it something like that but also you could use these separately which a lot of people do and this one's intended to be layered over that one. Anyway I chose this design from that stamp set and I stamped it onto fabric with this color box ink pad which I know works because I've used it before but then when I was trying to find a solution on the internet I found this one so this is Hampton Art ultra washable washable ink pad and this is in color I got a lighter color I wanted to get a color that was similar to the color box one because I didn't want the color to be the reason we couldn't get all the ink out if it doesn't all come out. This is turquoise so I got this on Amazon it's readily available I'll try to put a link down below and I stamped two more of the same images with that ink. I'm going to insert a picture here before they're embroidered and you can clearly see that this one is slightly darker than this one you can also see that the washable ink pad didn't bleed at all on the fabric whereas this fabric marking one did a bit I'll try to zoom in on the picture a little bit for you here and so that I don't know I don't know if that's going to make a difference or not if that one means the fabric marking one is more water soluble than the other I don't know I have no idea so but we're going to find out and I will say before anybody asks the floss used is a rainbow floss called Bradley's Balloons by ThreadWorks and it's color number 1154 I got it on Etsy because it seemed to be the easiest place for me to get it from I am loving it I've already used a lot of the hank that came it didn't come on this cardboard card I put it on here it came in a hank rolled up in hank um I love it I love the colors of it it's really fabulous I'll I can see me ordering more of that all right so now we're going to get started and we're going to we're going to start with the feathers the smaller design let's hope this works now on the fabric marking one it says to erase ink wet cotton swabber cloth with water and wipe away image repeat as necessary with the washable ink it says child safe ink washes off skin adult supervision recommended it doesn't say anything about fabric it just says it's washable so it may not come out I don't know please note some colors may require more than one washing so it might not come out but we're going to find out what I am going to get is a rag to go underneath these just in case I don't want glue all over my ironing board I know my ironing board is dirty but let's not make it more dirty what I have found with some embroidery things that are supposed to be washable that won't come out is I spray them once the design is completed like this I spray them with not spray them I use a tie to go stick and then it comes out completely so we're going to just do that it does look like it's fading so then I'm going to leave it sit for a minute and we're going to see what happens and I'll be right back okay I'm going to move over the floral design which I sprayed with water yeah you can see it so I am what I will say is can you see how the ink here is bleeding that's not a shadow and it's it's fading here but this is actually bleeding into the fabric it is washing away but we're going to take our tie to go stick I'm not too concerned of all the ink doesn't come out first of all this is an experiment second of all it just gives it kind of a distressed look which I'm not mad at so now we shouldn't need that on this one because I know from experience this one will wash this is the color box one it will wash out completely let's switch these around so this is the Hampton art one this is the color box one so it is fading on the feather too but it is not fading completely so we'll go in with our tie to go stick I had somebody recently tell me oh those are terrible they don't work yes they do too they do too I don't know what you're thinking now most of your flosses are color safe and if you've tied good knots you could put these in a lingerie bag and put them in the laundry that would work spray it with a bit more water we'll let those sit and I'll be back okay now we're going to iron them which I usually always do and I just get a hot iron I was afraid there for a second ahead and turned it on all the way I use a little steam to give it a little more moisture to ensure that the ink like disappears and I know you can't see yet I'm going to give you a close-up in a minute these aren't dry yet and as they do dry the ink should fade some more that's actually the Hampton art one and it actually between the water and the tie to go stick it almost all came out it looks like it all came out and again it is a darker color ink so I got to think that if you get the lightest color possible that will work even better these little flowery shapes are all french knots and then pistol stitch FYI let's do the feathers this is the color box one which I'm bummed they don't make it that ink pad anymore but it looks like the Hampton art is a decent substitute and then this is the Hampton art feather and it looks like it looks pretty good there's a little I can still see a little bit of the ink on it but it's not bad I'm going to give you a close-up here here's the feather can you see that so this is the Hampton art one and you can see a little bit of the ink and then this is the other design which looks like the ink is all gone on this one so it might be just a matter of me on the feather leaving it sit a little more so I think the short answer is yes this actually is doable I would I would say to you anyway if you're going to use some of your mixed media tools the stamps and stencils to create embroidery designs which is a great idea and a great way for those of us who have a large stash of stamps and stencils or in my case are actually stamp and stencil designers it helps us find a new creative way to use those supplies in a way other than with paint and marker these kind of washable stamp pads come in handy again use a very light color but I would say add a tie-to-go stick to your stash of stuff in the art room now again I do these anyway I have lots of other ways of marking designs on fabric including there is a pencil that you can actually take maybe something that you wrote or something that you printed and you can actually go over it with this pencil and then iron the pencil onto the fabric and to create the design the pencil super hard to get off though and so you definitely need a tie-to-go stick for that so that's how I know to have one of these upstairs and I only had it downstairs because it was getting soy sauce out of a shirt but and it sounds empty so I think I need to get more but I usually have one it's a good tool if you're going to do this to have in your art room and this is a great way to adapt to using some of these stamps and stencil supplies in your in your art in your stitching in a new fun creative way and even if you use these designs in mixed media which would be great to add these little stitches to a mixed media page that would be fabulous so yeah I hope you find it interesting I will link my Etsy shop in the description below I have over a hundred different stencil designs and I've lost count of the stamp sets I not that many but there are quite a few maybe 30 maybe 40 I don't know and there's more stuff coming I can't talk about so anyway so yeah I'll link my Etsy store in the description below along with the Hampton art stamp pad and the marking pen I'll even I'll even link for you guys that aren't in the U.S. and don't know what this is the tied-to-go stick if you don't know what this is I don't I thought everybody knows about them this one it's a color box again erasable fabric ink pad this is a light blue color they don't make it anymore so if you find this somewhere and it's not completely dried out I would maybe at a state sale or a yard sale or even on in a on a clearance website I would say you might want to pick one up don't pay a ton of money for it it's not worth it it is a great stamp pad but especially not when this one's available all right just get a really light blue color if I could have found a really light sky blue it would have gotten that but all I could find was turquoise so anyway all right that's it for today don't forget to like share and subscribe support the free content here on youtube and over in the facebook art groups by either again shopping in my Etsy shop or paypal tip jar or joining patreon a lot of times at patreon you guys get a speed sped through video of me creating something here they get the full instructional video over there in fact there's a whole painting series coming up that they're yeah they're getting all the instruction over there and it's a very small like $2 a month fee it's not a lot of money so think about doing that and not just for me there is a lot of really great youtube creators out there in the in our art community sincere honest hardworking creatives and they all mostly have a way for you to support them I know they would appreciate check out their video descriptions for said ways and if you can't find any information on that ask them and most of them also have some kind of presence over on facebook so I know they would appreciate you helping support them so please do that don't forget to stay safe stay healthy stay creative and go out and do something nice for yourself because you deserve it and I'll see you later bye guys