{"id":9891,"date":"2020-07-23T10:07:26","date_gmt":"2020-07-23T08:07:26","guid":{"rendered":"https:\/\/www.compagniadisanpaolo.it\/?page_id=9891"},"modified":"2025-04-09T17:22:58","modified_gmt":"2025-04-09T15:22:58","slug":"building-capacity-to-attract","status":"publish","type":"page","link":"https:\/\/www.compagniadisanpaolo.it\/en\/our-challenges\/culture-goal\/building-capacity-to-attract\/","title":{"rendered":"Building capacity to attract"},"content":{"rendered":"
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As well as supporting innovation, we support efforts to enhance cultural production and the cultural offering, and to showcase culture, because we believe culture is <\/span><\/span>a major contributor to the development of places and the well-being and quality of life of the people who live in them<\/b><\/span><\/span>. We strive to make <\/span><\/span>the cultural and artistic identities of local areas <\/b><\/span><\/span>magnets of attraction, with a view to promoting <\/span><\/span>new models of economic and social development<\/b><\/span><\/span>,\u00a0<\/span><\/span>combating inequalities<\/b><\/span><\/span> and supporting <\/span><\/span>cultural diversity <\/b><\/span><\/span>and\u00a0<\/span><\/span>pluralism<\/b><\/span><\/span>. We believe that culture is <\/span><\/span>a major contributor to the development of places and the well-being and quality of life<\/b><\/span><\/span> of the people who live in them. By enhancing, showcasing and producing culture, we strive to make <\/span><\/span>the cultural and artistic identities of every local area<\/b><\/span><\/span>magnets of attraction, with a view to promoting <\/span><\/span>new models of economic and social development<\/b><\/span><\/span>,\u00a0<\/span><\/span>combating inequalities<\/b><\/span><\/span>\u00a0and supporting <\/span><\/span>cultural diversity<\/b><\/span><\/span>\u00a0and\u00a0<\/span><\/span>pluralism<\/b><\/span><\/span>.<\/span><\/span><\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_row_inner el_class=”section-title”][vc_column_inner][vc_column_text css=””]\n

Our work is divided into various <\/span>areas of intervention<\/b><\/span><\/span>.<\/span><\/h3>\n[\/vc_column_text][\/vc_column_inner][vc_column_inner css=”.vc_custom_1683129105613{background-image: url(https:\/\/www.compagniadisanpaolo.it\/wp-content\/uploads\/CREARE_ATTRATIVITA.svg?id=22388) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}”][vc_empty_space height=”553px” css=”.vc_custom_1685355486099{background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}”][\/vc_column_inner][vc_column_inner][vc_column_text css=””]\n

Building capacity to attract<\/h3>\n[\/vc_column_text][vc_single_image image=”36171″ img_size=”full” alignment=”center” css=”.vc_custom_1743434732646{margin-top: 20px !important;}”][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row el_class=”sdg-list-wrap”][vc_column][vc_column_text css=”” el_class=”sdg-intro”]\n

The Building capacity to attract mission contributes to achieving the following Sustainable Development Goals<\/h3>\n[\/vc_column_text][vc_raw_html]JTVCbW9zdHJhU0RHUyU1RA==[\/vc_raw_html][\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content_no_spaces” el_class=”txt-img txt-sx row”][vc_column width=”5\/12″ el_class=”mb-5 mb-lg-0″ offset=”vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10″][vc_column_text css=”” el_class=”txt-img mb-0″]\n
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Operating under the <\/span><\/span>Culture Goal<\/span><\/span><\/a><\/u><\/span>, the\u00a0<\/span><\/span>Building Capacity to Attract Mission<\/span><\/span><\/strong>\u00a0views the cultural and artistic identities of every local area as strengths on which to build in order to\u00a0<\/span><\/span>foster the sustainable development of communities and the places they live in<\/span><\/span><\/strong>. Viewed from this standpoint,\u00a0<\/span><\/span>promoting the cultural and creative industries\u00a0<\/span><\/span><\/strong>not only means generating economic benefits, it also means <\/span><\/span>combating social inequalities<\/span><\/span><\/strong>.<\/span><\/span><\/p>\n

\n<\/div>\n[\/vc_column_text][\/vc_column][vc_column width=”1\/2″ css=”.vc_custom_1739548073236{background-image: url(https:\/\/www.compagniadisanpaolo.it\/wp-content\/uploads\/6_Galleria-dItalia.png?id=34773) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}” offset=”vc_col-sm-offset-0 vc_col-xs-offset-1 vc_col-xs-10″][vc_empty_space el_class=”fill-square”][\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content_no_spaces” el_class=”txt-img txt-sx row”][vc_column width=”1\/2″ el_class=”mb-5 mb-lg-0″ offset=”vc_col-sm-offset-0 vc_col-xs-offset-1 vc_col-xs-10″ css=”.vc_custom_1739806699846{background-image: url(https:\/\/www.compagniadisanpaolo.it\/wp-content\/uploads\/attrattivita_torino_Cultura-CSP.png?id=35120) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}”][vc_empty_space el_class=”fill-square”][\/vc_column][vc_column width=”5\/12″ offset=”vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10″][vc_column_text css=”” el_class=”txt-img”]\n

Enhancing, showcasing and activating cultural systems<\/h3>\n
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Working alongside local policy-makers, we activate processes for the design and implementation of strategies, platforms, programmes and interventions focused on the cultural and tourism offering, in order to develop the attractiveness of networks, supply chains and systems by means of shared and recognised positioning drivers.<\/p>\n<\/div>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content_no_spaces” el_class=”txt-img txt-sx row”][vc_column width=”5\/12″ el_class=”mb-5 mb-lg-0″ offset=”vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10″][vc_column_text css=”” el_class=”txt-img mb-0″]\n

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This commitment is based on the <\/span><\/span>value of co-design<\/b><\/span><\/span>\u00a0between the various actors in the catchment area, which has yielded successful results in the past, such as for the launch of the system for <\/span><\/span>enhancing and showcasing Piedmont\u2019s historic fortifications <\/b><\/span><\/span>and the <\/span><\/span>network of museums around Savona<\/b><\/span><\/span>. These experiences guide us towards the development of new projects designed to\u00a0<\/span><\/span>relaunch the international image of North-West Italy<\/b><\/span><\/span>, within a framework of participation, equity and accessibility.<\/span><\/span><\/p>\n<\/div>\n[\/vc_column_text][\/vc_column][vc_column width=”1\/2″ css=”.vc_custom_1740482358878{background-image: url(https:\/\/www.compagniadisanpaolo.it\/wp-content\/uploads\/Fenestrelle-ATTRATTIVITa-CULTURA.jpeg?id=35485) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}” offset=”vc_col-sm-offset-0 vc_col-xs-offset-1 vc_col-xs-10″][vc_empty_space el_class=”fill-square”][\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content_no_spaces” el_class=”txt-img txt-sx row”][vc_column width=”1\/2″ el_class=”mb-5 mb-lg-0″ offset=”vc_col-sm-offset-0 vc_col-xs-offset-1 vc_col-xs-10″ css=”.vc_custom_1740484078294{background-image: url(https:\/\/www.compagniadisanpaolo.it\/wp-content\/uploads\/cultura_-attrattivita_CSP.jpg?id=35488) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}”][vc_empty_space el_class=”fill-square”][\/vc_column][vc_column width=”5\/12″ offset=”vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10″][vc_column_text css=”” el_class=”txt-img”]\n

Harnessing the value of culture in local areas<\/h3>\n
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We support local proposals that generate value from cultural production and the cultural offering, by means of multi-year development pathways, aimed at boosting the effects of sustainable tourism on places, communities and the environment.<\/p>\n<\/div>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content_no_spaces” el_class=”txt-img txt-sx row”][vc_column width=”5\/12″ el_class=”mb-5 mb-lg-0″ offset=”vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10″][vc_column_text css=”” el_class=”txt-img mb-0″]\n

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We will therefore leverage the <\/span><\/span>unique cultural characteristics of every local area<\/span><\/span><\/strong>\u00a0and the\u00a0<\/span><\/span>efforts to restore the balance between centres and marginal environments<\/span><\/span><\/strong> to develop projects aimed at enhancing and showcasing culture, on the basis of the activation, differentiation and tourism-boosting models tested under the <\/span><\/span>In Luce call for proposals<\/span><\/span><\/a><\/u><\/span>, a multi-year cultural design pathway geared towards attracting tourism.<\/span><\/span><\/p>\n<\/div>\n[\/vc_column_text][\/vc_column][vc_column width=”1\/2″ css=”.vc_custom_1739701789545{background-image: url(https:\/\/www.compagniadisanpaolo.it\/wp-content\/uploads\/5_In-Luce_B-scaled.jpg?id=34829) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}” offset=”vc_col-sm-offset-0 vc_col-xs-offset-1 vc_col-xs-10″][vc_empty_space el_class=”fill-square”][\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content_no_spaces” el_class=”txt-img txt-sx row”][vc_column width=”1\/2″ el_class=”mb-5 mb-lg-0″ offset=”vc_col-sm-offset-0 vc_col-xs-offset-1 vc_col-xs-10″ css=”.vc_custom_1739548705411{background-image: url(https:\/\/www.compagniadisanpaolo.it\/wp-content\/uploads\/10_Contemporaneo.jpg?id=34781) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}”][vc_empty_space el_class=”fill-square”][\/vc_column][vc_column width=”5\/12″ offset=”vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10″][vc_column_text css=”” el_class=”txt-img”]\n

Expanding the cultural offering and extending its geographical coverage<\/h3>\n
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We support the capacity of local areas to offer high-quality cultural opportunities, by means of actions that facilitate organisational and project-related synergies with national and international experiences, to encourage use of and participation in culture, especially among young people.<\/p>\n<\/div>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content_no_spaces” el_class=”txt-img txt-sx row”][vc_column width=”5\/12″ el_class=”mb-5 mb-lg-0″ offset=”vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10″][vc_column_text css=”” el_class=”txt-img mb-0″]\n

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This means harnessing the value of <\/span><\/span>cultural assets with strong latent potential<\/span><\/span><\/strong>, to attract both a national and an international audience. Promoting the <\/span><\/span>internationalisation of the cultural offering<\/span><\/span><\/strong>\u00a0will involve working on researching, designing and producing new project activities, facilitating cooperation between different geographical areas and engaging new citizens, in a spirit of inclusion.<\/span><\/span><\/p>\n<\/div>\n[\/vc_column_text][\/vc_column][vc_column width=”1\/2″ css=”.vc_custom_1739548406190{background-image: url(https:\/\/www.compagniadisanpaolo.it\/wp-content\/uploads\/1_Attrattivita.jpg?id=34771) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}” offset=”vc_col-sm-offset-0 vc_col-xs-offset-1 vc_col-xs-10″][vc_empty_space el_class=”fill-square”][\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content_no_spaces” el_class=”txt-img txt-sx row”][vc_column width=”1\/2″ el_class=”mb-5 mb-lg-0″ offset=”vc_col-sm-offset-0 vc_col-xs-offset-1 vc_col-xs-10″ css=”.vc_custom_1739548544849{background-image: url(https:\/\/www.compagniadisanpaolo.it\/wp-content\/uploads\/7_Artwaves.jpg?id=34785) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}”][vc_empty_space el_class=”fill-square”][\/vc_column][vc_column width=”5\/12″ offset=”vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10″][vc_column_text css=”” el_class=”txt-img”]\n

Stimulating creative production<\/h3>\n
We promote creative and artistic production, especially by young talent, by facilitating innovative, creative cultural processes and forms of creative expression aimed at raising awareness of the major challenges of the age, such as the climate crisis, the fragility of liberal democracies, inequalities and migration.<\/div>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content_no_spaces” el_class=”txt-img txt-sx row”][vc_column width=”5\/12″ el_class=”mb-5 mb-lg-0″ offset=”vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10″][vc_column_text css=”” el_class=”txt-img mb-0″]\n
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This strategic line of intervention enables us to promote\u00a0<\/span><\/span>the role that creative production<\/span><\/span><\/strong>\u00a0can play <\/span><\/span>in stimulating critical thinking and the political debate<\/span><\/span><\/strong>. The artistic component is capable of making new approaches, systemic visions and processes of reflection and creation more communicative and more effective, as illustrated by the <\/span><\/span>European Commission\u2019s<\/span><\/span><\/strong> New European Bauhaus<\/span><\/span><\/a><\/u><\/span> programme<\/span>.<\/span><\/span><\/p>\n<\/div>\n[\/vc_column_text][\/vc_column][vc_column width=”1\/2″ css=”.vc_custom_1739701682442{background-image: url(https:\/\/www.compagniadisanpaolo.it\/wp-content\/uploads\/10_Contemporaneo_2-scaled.jpg?id=34825) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}” offset=”vc_col-sm-offset-0 vc_col-xs-offset-1 vc_col-xs-10″][vc_empty_space el_class=”fill-square”][\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content_no_spaces” el_class=”txt-img txt-sx row”][vc_column width=”1\/2″ el_class=”mb-5 mb-lg-0″ offset=”vc_col-sm-offset-0 vc_col-xs-offset-1 vc_col-xs-10″ css=”.vc_custom_1739548602703{background-image: url(https:\/\/www.compagniadisanpaolo.it\/wp-content\/uploads\/9_Switch.jpg?id=34787) !important;}”][vc_empty_space el_class=”fill-square”][\/vc_column][vc_column width=”5\/12″ offset=”vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10″][vc_column_text css=”” el_class=”txt-img”]\n

Facilitating digital transformation in the cultural arena.<\/h3>\n
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We support cultural organisations\u2019 efforts to implement\u00a0multi-year innovation and digital transition plans,\u00a0with a specific focus on developing data culturein managing, using and generating value from cultural heritage and encouraging hybridisation with the innovation ecosystem.<\/p>\n<\/div>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=”stretch_row_content_no_spaces” el_class=”txt-img txt-sx row”][vc_column width=”5\/12″ el_class=”mb-5 mb-lg-0″ offset=”vc_col-sm-offset-0 vc_col-xs-offset-1 vc_col-xs-10″][vc_column_text css=”” el_class=”txt-img”]\n

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The most significant experience comes from\u00a0 SWITCH_Tools and Strategies for Digital Transformation in Culture<\/a><\/strong>, which started life as a call<\/strong> for proposals\u00a0and evolved into a\u00a0replicable model<\/strong>.
\nThe call for proposals provided support and guidance for nine projects<\/strong>, which followed a strategic and construction pathway that lasted\u00a0four years<\/strong>.<\/p>\n<\/div>\n[\/vc_column_text][\/vc_column][vc_column width=”5\/12″ offset=”vc_col-sm-offset-1 vc_col-xs-offset-1 vc_col-xs-10″][vc_column_text css=”” el_class=”text mb-0″]One of the most significant results of\u00a0SWITCH\u00a0<\/strong>is that it tested and modelled a method of implementing\u00a0digital transformation projects in cultural institutions<\/strong>, thus raising the work to a higher level of strategic planning of interventions aimed at digitalisation and developing the innovation culture of organisations.[\/vc_column_text][\/vc_column][\/vc_row][vc_row disable_element=”yes”][vc_column][vc_row_inner el_class=”section-title”][vc_column_inner][vc_column_text css=””]\n

Calls, Guidelines, and Unique Deadlines of\u00a0 Culture goal Mission Building capacity to attract.<\/h3>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row disable_element=”yes”][vc_column][vc_raw_html]JTVCbW9zdHJhQ29udHJpYnV0aSU1RA==[\/vc_raw_html][\/vc_column][\/vc_row][vc_row disable_element=”yes”][vc_column][vc_row_inner el_class=”section-title”][vc_column_inner][vc_column_text css=””]\n

Projects supported by the Mission Building capacity to attract, of the Culture Goal.<\/h3>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row disable_element=”yes”][vc_column][vc_raw_html]JTVCZGlzZWduYVByb2dldHRpJTVE[\/vc_raw_html][\/vc_column][\/vc_row][vc_row][vc_column][\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"As well as supporting innovation, we support efforts to enhance cultural production and the cultural offering, and to showcase culture, because we believe culture is a major contributor to the development of places and the well-being and quality of life of the people who live in them. We strive to make the cultural and artistic identities of local areas magnets of attraction, with a view to promoting new models of economic and social development,\u00a0combating inequalities and supporting cultural diversity and\u00a0pluralism. We believe that culture is a major contributor to the development of places and the well-being and quality of life of the people who live in them. By enhancing, showcasing and producing culture, we strive to make the cultural and artistic identities of every local areamagnets of attraction, with a view to promoting new models of economic and social development,\u00a0combating inequalities\u00a0and supporting cultural diversity\u00a0and\u00a0pluralism. Our work is divided into various areas of intervention. Building capacity to attract The Building capacity to attract mission contributes to achieving the following Sustainable Development Goals Operating under the Culture Goal, the\u00a0Building Capacity to Attract Mission\u00a0views the cultural and artistic identities of every local area as strengths on which to build in order to\u00a0foster the sustainable development of communities and the places they live in. Viewed from this standpoint,\u00a0promoting the cultural and creative industries\u00a0not only means generating economic benefits, it also means combating social inequalities. Enhancing, showcasing and activating cultural systems Working alongside local policy-makers, we activate processes for the design and implementation of strategies, platforms, programmes and interventions focused on the cultural and tourism offering, in order to develop the attractiveness of networks, supply chains and systems by means of shared and recognised positioning drivers. This commitment is based on the value of co-design\u00a0between the various actors in the catchment area, which has yielded successful results in the past, such as for the launch of the system for enhancing and showcasing Piedmont\u2019s historic fortifications and the network of museums around Savona. These experiences guide us towards the development of new projects designed to\u00a0relaunch the international image of North-West Italy, within a framework of participation, equity and accessibility. Harnessing the value of culture in local areas We support local proposals that generate value from cultural production and the cultural offering, by means of multi-year development pathways, aimed at boosting the effects of sustainable tourism on places, communities and the environment. We will therefore leverage the unique cultural characteristics of every local area\u00a0and the\u00a0efforts to restore the balance between centres and marginal environments to develop projects aimed at enhancing and showcasing culture, on the basis of the activation, differentiation and tourism-boosting models tested under the In Luce call for proposals, a multi-year cultural design pathway geared towards attracting tourism. Expanding the cultural offering and extending its geographical coverage We support the capacity of local areas to offer high-quality cultural opportunities, by means of actions that facilitate organisational and project-related synergies with national and international experiences, to encourage use of and participation in culture, especially among young people. This means harnessing the value of cultural assets with strong latent potential, to attract both a national and an international audience. Promoting the internationalisation of the cultural offering\u00a0will involve working on researching, designing and producing new project activities, facilitating cooperation between different geographical areas and engaging new citizens, in a spirit of inclusion. Stimulating creative production We promote creative and artistic production, especially by young talent, by facilitating innovative, creative cultural processes and forms of creative expression aimed at raising awareness of the major challenges of the age, such as the climate crisis, the fragility of liberal democracies, inequalities and migration. This strategic line of intervention enables us to promote\u00a0the role that creative production\u00a0can play in stimulating critical thinking and the political debate. The artistic component is capable of making new approaches, systemic visions and processes of reflection and creation more communicative and more effective, as illustrated by the European Commission\u2019s New European Bauhaus programme. Facilitating digital transformation in the cultural arena. We support cultural organisations\u2019 efforts to implement\u00a0multi-year innovation and digital transition plans,\u00a0with a specific focus on developing data culturein managing, using and generating value from cultural heritage and encouraging hybridisation with the innovation ecosystem. The most significant experience comes from\u00a0 SWITCH_Tools and Strategies for Digital Transformation in Culture, which started life as a call for proposals\u00a0and evolved into a\u00a0replicable model. The call for proposals provided support and guidance for nine projects, which followed a strategic and construction pathway that lasted\u00a0four years. One of the most significant results of\u00a0SWITCH\u00a0is that it tested and modelled a method of implementing\u00a0digital transformation projects in cultural institutions, thus raising the work to a higher level of strategic planning of interventions aimed at digitalisation and developing the innovation culture of organisations.","protected":false},"author":17,"featured_media":0,"parent":9227,"menu_order":3,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"class_list":["post-9891","page","type-page","status-publish","hentry","entry","post-inner"],"acf":[],"yoast_head":"\nBuilding capacity to attract - Fondazione Compagnia di San Paolo<\/title>\n<meta name=\"description\" content=\"La missione Creare attrattivit\u00e0 valorizza le identit\u00e0 culturali e creative di ogni territorio, attraverso iniziative come Torino Citt\u00e0 Contemporanea e Torino Citt\u00e0 del Cinema.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.compagniadisanpaolo.it\/en\/our-challenges\/culture-goal\/building-capacity-to-attract\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Building capacity to attract - 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