The European Commission has heeded industry concerns about the poor image of shipping and launched a $4.2 million program it hopes will boost seafarer recruitment and open up awareness of the industry to the general public. The program, which should be underway by the middle of next year, will last three years and will involve participation from other shipping industry players. Addressing industry leaders at a presentation of the InterManager‐supported Key Performance Indicator initiative in London recently, Dimitrios Theologitis, head of unit for Maritime Transport & Ports Policy, Maritime Security, at the European Commission’s DGTREN, said the program would be a joint initiative between Brussels and the shipping industry and would concentrate on the image of shipping as well as improving awareness of the maritime sector.