When Perspective.brussels approached us with their ambitious communication programme, “Share the City,” they needed a strategy to engage diverse stakeholders and generate meaningful dialogue about Brussels’ urban future. Working hand in hand, we developed a programme that met these goals and created a communication platform that stands as a model for best practices in the field.

Understanding the challenge

“Share the City” is more than just a communication programme; it’s a movement to involve Brussels’ residents in shaping the city’s future. The programme encourages public dialogue on urban development, focusing on inclusivity, sustainability, and long-term planning. It invites residents to contribute their vision of Brussels’ evolution, fostering an open conversation between the public, urban planners, and policymakers.

At the heart of this programme lies the Plan Régional d’Affectation du Sol (PRAS)—a critical urban planning tool that dictates how land is used across the Brussels-Capital Region. The PRAS plays a crucial role in shaping the city’s growth and development, affecting everything from housing to green spaces. As Brussels evolves, so must its PRAS. Modifying the PRAS is essential to accommodate changing needs and ensure sustainable development for future generations.

However, revising the PRAS is a complex task. It’s a complex, multi-phase process involving consultation with various stakeholders, public participation, and in-depth studies to assess potential changes’ socio-economic, environmental, and spatial impacts. “Share the City” was designed to facilitate this process by actively involving citizens in these discussions, giving them a platform to share their ideas and concerns about how the city should develop in the years to come.

Building the ideal communication platform

The cornerstone of the programme’s success was creating an online platform as a hub for information, participation, and feedback. With accessibility and functionality at its core, the Share the City website was designed to allow Brussels residents to quickly understand the implications of the PRAS modifications and voice their opinions. The platform enables users to engage with the proposed changes in an interactive and informative way, ensuring that their input is considered in the decision-making process.

From intuitive design to clear messaging, every platform aspect was crafted to facilitate interaction and ensure that communication objectives were met. We applied the latest digital tools and responsive design principles to ensure the site worked seamlessly across all devices, allowing users to stay informed and participate anytime.

Best practices in action

Our collaboration with Perspective.brussels highlights how involving a communication agency early in the process can enhance a project’s success. By combining strategic thinking and creative execution, we were able to:

• Craft a unified message that appeals to all target audiences
• Ensure consistency across both digital and physical communication channels
• Build a platform that supports ongoing engagement beyond the programme’s initial launch

The Share the City platform, now live at https://sharethecity.brussels/, exemplifies the power of harmonious collaboration between strategy, design, and innovation. By providing a clear and accessible avenue for public input, the platform ensures that Brussels’ residents’ voices are heard in the PRAS modification process, fostering a sense of shared ownership over the city’s future.

A blueprint for future success

At #inextremis, we are proud of our role in shaping communication solutions that meet and exceed client expectations. Our work with Perspective.brussels on the “Share the City” communication programme is a testament to how a well-executed strategy can drive engagement, inspire participation, and lead to lasting impact.

We are ready to collaborate if your organisation wants to enhance its communication efforts. Let’s create something exceptional together.