For some years in the EU communications circles in Brussels, with a range of brilliant colleagues I strived to transform the way the EU communicates with – and listens to – its citizens. In Europe, the EU suffers from a lot of bad press and low visibility of its real impact. In Moldova, many analysts point out that the impact of EU funds is not visible enough. In November 2013, I helped the EU delegation discussing with press officers from all Moldovan government offices about best ways to communicate the use of EU funds. I focused on using the right images and visuals, including infographics and data visualisation, dynamic and open channels such as social media – but mostly on the need to tell a compelling story from the right point of view. A story that does not focuses on the input, that is amount of euros spent – and not on output or “deliverables” either, that is reports produced and conferences organised or kilometres of roads opened – but rather on the impact on beneficiaries lives: their needs, their stories, and how their life was changed. We should replace the photos of meetings and handshaking’s and high dignitaries that fill our websites, reports and social media accounts, with the smiles and stories of those women and men whose life has been changed by the interventions we are trying to communicate about.