At EPIC-WE, we’re committed to more than just game design—we’re creating spaces where young people can connect, reflect, and co-create around the values that shape Europe’s future. That’s why we’re thrilled to count Anneke van Woerden among our Advisory Board members.
With a background that bridges cultural studies, experience design, and social innovation, Anneke brings deep insight into community-based creative processes. Her leadership in initiatives like the Global Goals Jam, and her expertise in learning and facilitation, make her a vital contributor to our shared mission.
In this interview, Anneke shares reflections on what it really means to foster creativity, engage communities meaningfully, and empower participants through design — not just as a method, but as a mindset.
Can you tell us a bit about your journey and how it connects to EPIC-WE?
Anneke’s path has been anything but linear. Trained in cultural studies and musicology, she transitioned into experience and learning design, focusing on sustainability and social impact. Through her work at the University of Applied Sciences in Amsterdam and her leadership in the Global Goals Jam, Anneke has guided countless communities in co-creating around the UN Sustainable Development Goals.
“My passion lies in creating spaces for learning and collaboration,” she shares. “That’s where I see the connection to EPIC-WE — creating playful, intentional environments where people can come together and imagine better futures.”
The Process Over the Prototype
One of the key insights Anneke offers is a shift in mindset: from product to process.
“In the early days, we were focused on outcomes — on building something tangible by the end of a jam. But over time, we realized the real magic happens in the collaboration itself,” she says. “The conversations, the negotiations, the collective understanding of a challenge — that’s where change starts.” This aligns with a growing recognition in design thinking and educational innovation: understanding the problem deeply is just as important — if not more so — than solving it. Especially when the challenges involve abstract concepts like values, identity, or culture, the value lies in making these ideas visible and discussable.
Creating Space for Creativity—and for Everyone
Anneke describes the hackathon format as a kind of “pressure cooker for creativity.” The time-bound, immersive environment catalyses collaboration — but only if participants feel safe and supported.
“Creativity flourishes when people feel seen and heard,” she explains. “That’s why trust-building, even if it feels like a soft skill, is essential.” She also challenges the narrow ways creativity is often understood. “Brainstorming sessions can be great — but they often favour extroverts,” she says. “We need to embrace a diversity of methods — visual, written, silent reflection — to make sure everyone’s voice is heard.” In her own facilitation practice, Anneke has used techniques like photo-based ideation to invite participants into creative work without pressure. This broader definition of creativity is a crucial reminder: inclusivity isn’t just about who is in the room — it’s about how the room works.
Embracing Diversity—Locally and Globally
EPIC-WE’s hubs in Aarhus, Hilversum, and Óbidos each approach European values through different lenses — democratic participation, cultural heritage, inclusion. Anneke sees this diversity not as a challenge, but a strength.
“When you allow each hub to lean into its unique context, surprising commonalities emerge,” she notes. “Sometimes it’s by starting local that you end up discovering shared values.” This echoes her experience leading a global community of organizers: balancing a consistent methodology with the flexibility to adapt to cultural nuance. “We offered a framework,” she says, “but local hosts are the experts of their context. That’s where the magic happens.”
Fostering Empowerment Beyond the Jam
How do you know a jam has had an impact?
For Anneke, the answer lies in what happens after the event. “One of our biggest signs of success was when participants became organizers themselves,” she reflects. “That’s real empowerment — when people feel confident enough to take ownership.” Sustainability, in this sense, isn’t just about project continuation — it’s about people transformation. This was often supported by partnerships with accelerators or funding bodies, but also through follow-up structures and advisory boards that offered participants a longer arc of engagement.
Human Connection as the Core
Throughout the conversation, Anneke returns again and again to one central theme: human connection. “At the start of building the GGJ community, I spent hours on one-on-one calls. That personal connection laid the groundwork for everything,” she says. “Even as we scaled, we tried to keep that sense of closeness — through local ambassadors, annual webinars, or sharing stories from past jams.” EPIC-WE is already taking inspiration from this. An advisory board composed of youth participants will help shape future iterations of the project, keeping the human heartbeat at the centre.
Anneke’s experience offers insightful reminders for anyone working in the creative, educational, or civic space:
- That collaboration is as much about listening as it is about doing.
- That creativity is a communal act, not just an individual gift.
- And that when we prioritize people over products, process over perfection—we open the door to transformation.
In EPIC-WE, we don’t just want to build games. We want to build understanding. Build confidence. Build community.
And in that, Anneke van Woerden’s voice rings clear: don’t underestimate the power of coming together—with trust, creativity, and the courage to ask better questions.
