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Communication to the public

Documentary film on reality of farming in east Belgium – for cinema, TV, DV and VOD – evolution from 1950’s to today
Contact:Yasmine Samira Kassari
Email:dreve@skynet.be
Website:www.lesfilmsdeladreve.be

Target:

Belgium, EU-Member States, non EU-Member States, Worldwide

Keywords:

Il a plu sur le grand paysage, Belgium, Campaign, Dialogue, Farming world, Commercial cinemas, TV, DVD, VOD, Debate, General public, Interviews, Film documentary, Articles, Project 2012

"Il a plu sur le grand paysage"

“Il a plu sur le grand paysage” (100 mins, 35MM) is a documentary film about the reality of the farming world in the east of Belgium. The central themes include the evolution of farming in the Pays de Herve (in the east of Belgium) from the 1950’s to today. As well as being a documentary, it is a cinematographic poem about a farming culture threatened by extinction. Nine famers tell their own stories in the film. The objective is to present the reality as it is - without propaganda, pessimism or optimism- , and allow for dialogue and debate among the general public, farming communities, and politicians.

The film is aimed at commercial cinemas, TV, as well as DVD and VOD. It has been in commercial cinemas since 12 September 2012 and will continue to be screened across Europe until 2016, as well as being due for appearance on ARTE (Belgium, France and Germany) and on RTBF television. To date, the film has been shown at cinemas in Brussels (Vendôme), Liège (Chuchill), Verviers (Cinepointcom), Charleroi (Le Parc), Mons (Plaza), Marche, and Gedinne. For each cinema, there was a special screening held where the producer came accompanied by a farmer to present the film and host a debate following the screening.

A press officer organised three press screenings in Brussels - the first; two months before the release, the second; one month, and the third; one week before. This led to many interviews with the producer in various Belgian TV programmes, and there were also many significant written articles. A trailer was also put up online, and our press officer has worked with radio, TV, newspapers, magazines, Internet and social media sites (Facebook). The target audience has been the public in towns and cities, and farmers, journalists, school children and trade unions.

One of the main outcomes of the film documentary is that is has fulfilled its objective of reaching the general public, and allowing dialogue between farming and non-farming communities, as well as the world of politics. In the first year, some 3 000 people saw the film and the audience has been 30 % to 50 % non-farmers. Not only did it allow non-farming and farming communities to come together, but also allowed farmers from different trade unions to meet and discuss ideas. One concrete result has been the formation of a core group from the region, who have analysed their situation together and made proposition to the press in the perspective of being a communication to the European Commission.

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Communication to the public

Campaign by Spanish organisation ASAJA providing information about CAP to farmers, agricultural institutes –newspaper, magazines, TV, book publication
Contact:Rosa Pruna Esteve
Email:asajabcn@asaja-amfar.com
Website:www.asaja-amfar.com

Target:

Spain

Keywords:

ASAJA, CAP, COPA, Situation of farmers, TV channels, Radio, Spanish, Catalan, Farmers’ associations, Tomas Garcia Azcárate, Farmer economist, Campaign, Book publication, Magazines, Newspapers, Project 2012

50 years of CAP

The 50 years of CAP project consists of providing information about the CAP to farmers and agricultural institutes. The objective is to improve knowledge about the CAP and the situation of farmers following 50 years of the CAP.

For the dissemination of this project TV channels, radio, newspapers and books were used, with newspapers and magazines as the prime communication channel. The ASAJA organisation has been featured in many different publications in TV and newspapers. The project impact was very successful, especially in the European Commission, the Spanish and Catalan administrations and among the general public.

The author has a high level of experience after 16 years in COPA and 6 years as a President in the European Farmers Association. This project leader belongs to the real world of the farmers in this country and at the same time is a person who has a very long professional experience at the farmers’ associations of the European Union. The book prologue was produced by farmer economist and counsellor, Tomas Garcia Azcárate. Most of the situations that are described in the different articles of the book from the past 20 years are still very relevant today because they are situations that are happening right now.

This project makes the concept and the trajectory of European Reformers in farmer sector easy to understand.

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EU co-financed actions

Five documentaries by Danish production company highlighting future changes to countryside of EU
Contact:Flemming Helsted
Email:flemming@documentary.dk
Website:www.ag2020.eu/

Target:

EU-Member States, Denmark

Keywords:

Documentary.dk, Scientists, Images of the future, Europeans, AG2020, Changes to countryside, Communication, Films, Denmark, Project 2012, Finalist 2012, Winners 2012

AG2020 – Images of the Future

3rd Prize in the category ‘EU co-financed actions’ of the CAP Communication Awards 2012

Over three years, documentary filmmakers have been observing 13 European universities, led by the Technical University of Denmark, who have been working to give European politicians a nuanced foundation in the decision-making of the new agricultural policy. With input from scientists, Danish television production company Documentary.dk produced the documentary-series ‘AG2020 – Images of the Future’ for Danish national television about the future of the countryside in the EU. Agriculture and the rural areas of Europe are facing massive changes, which will affect the everyday lives of all Europeans. The AG2020 Foresight Analysis illustrates solutions and probable causes of the various efforts. This is done with reference point to current conditions in Denmark, Northern Italy, Crete and Bulgaria.

Kristian Borch, Ph.D., AG2020 project manager says: “For the first time an international science project is being communicated in this way. The five main films powerfully present agendas that Europeans are forced to face. Add to this a bank of knowledge on the web, combining our research results, films and journalism. The project will make it easier for people to comprehend this important complex of problems. It is unique and it sets a new standard for communicating science projects in Europe.”

The films have been very well received by all partners in the project – universities, the EU, Danish ministries and the involved media. The project has also been the subject of articles in newspapers and trade journals in Denmark.

In this project it was invaluable that the documentary-makers, as storytellers, worked alongside the scientists. Normally media would be called upon only when the last report is finalised but working intensely together added value to the work of both camps. This kind of collaboration can take place at all levels, from projects in small national regions to projects embracing the whole of the EU.

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Communication to the public

Italian communication campaign to increase Italian public’s understanding of importance of agriculture and CAP to our economic, social and environmental future
Contact:Barbara Albonico
Email:b.albonico@wwf.it
Website:

Target:

Italy

Keywords:

Italian public, CAP, Agriculture, Future, Opportunities, Partnerships, Project 2013

AGRI&TOUR La PAC verso il 2020, l'agricoltura in movimento – AGRI&TOUR - The Common Agricultural Policy towards 2020, agriculture in movement

The objective of the campaign was to increase the Italian public’s understanding of the CAP’s goals and the key role of agriculture to our future (from an economic, social and environmental point of view). The campaign was targeted at the entire Italian population because it was felt that, in different measures, all people are impacted either directly by the new CAP (eg. local authorities or farmers) or indirectly (tourists, consumers, schools etc.).

The campaign involved different types of action which, together, ensured a wide reach of information on the CAP and the involvement of different sectors (institutional, social, economic) through: the production and distribution of multimedia and audiovisual material; public campaigns and media events; an ‘open doors’ event and contest; conferences, seminars and specialised working parties. The campaign toolkit included websites, social media, didactic kits, newsletters, flyers, videos, and exhibitions.

These actions and tools aimed to inform, explain and discuss the new CAP and the opportunities of the CAP it presents concerning the activity differentiation of farms (holiday farms, social agriculture, educational farms), environmental challenges, a short distribution chain and presenting possible patterns and good management practices of multifunctional farms.

The originality of this campaign came from the heterogeneity of partnerships representing trade, agriculture, and the environment; enabling all of them to multiply the message using their own specific competencies and communication channels.

The impact of the campaign can be seen through the number of website visitors and of people involved in the meetings and events, the press coverage, the wide distribution of publications and the overall satisfaction of the public. The campaign is still ongoing but it is estimated that it has a potential reach of around four million people.

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Communication to the public

Healthy eating initiative at primary schools in Ireland, 1 100 schools received packs to grow fruit and vegetables – healthy diet to reduce obesity
Contact:Anne Brady
Email:anne.brady@agriaware.ie
Website:www.incredibleedibles.ie

Target:

Ireland

Keywords:

Agri Aware's Incredible Edibles, Primary school students, Obesity Governance Stakeholder conference, Childhood obesity, School curriculum, Healthy diet, Growing fruit and vegetables, Irish, Healthy eating initiative, Parents, Campaign, Project 2012

Agri Aware's Incredible Edibles

Agri Aware’s Incredible Edibles healthy eating initiative was developed for primary school students (aged 4-12) and their teachers across Ireland, to communicate the importance of food origin awareness and the importance of eating Irish potatoes, fruit and vegetables for a healthy diet, in an interactive way. The project took place over 10 months, September 2011 – June 2012 with 1 100 schools taking part. Schools that registered received a raised bed, compost, growing pack to allow each school to grow their own potatoes, fruit and vegetables. Logbooks and activity sheets were also included that were linked to the school curriculum. Over the course of the 10 months students grew potatoes, fruit and vegetables, took part in a healthy eating month and learned about food origin from local growers.

The objectives were to communicate the importance of food origin awareness and the importance of eating Irish potatoes, fruit and vegetables for a healthy diet, in an interactive way, as well as to develop a greater understanding among primary level students and their parents of the importance of healthy eating to prevent obesity.

In general, all students in each school participated in the initiative and carried these key messages home to their parents. Feedback from teachers indicated that 100% believed pupils enjoyed the challenge, 100% said they would take part again, 100% agreed that the project linked with the curriculum and 98% thought that the tasks allowed students to engage with the project.

A large portion of a population can be targeted through education and this message can be passed on through students to parents. Agri Aware was invited to participate in an Obesity Governance Stakeholder conference in Brussels, by advising other countries across Europe about the Incredible Edibles project and how it was delivered in Ireland by Agri Aware. Those in attendance were interested in the Incredible Edibles project as a potential strategy to address childhood obesity issues across Europe.

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EU co-financed actions

Video interviews with farmers exhibited at Città della Scienza museum in Naples to communicate importance of agriculture to young people

Target:

Italy

Keywords:

Agribox, Rural Development Programme (RDP), Campania, European funding, Farmers, GNAM, Public investment, Youth, Project 2012

Agribox

AGRIBOX is an ever-growing series of video interviews with farmers, funded by the Rural Development Programme (RDP) Campania 2007/13. The project is shown at the permanent exhibition GNAM – ‘Agriculture in Campania matters’, shown in the museum Città della Scienza (City of Science) in Naples, that is visited each year by around 25 000 students, 3 000 teachers and 2 000 parents. It aims to strengthen the image of agriculture and farmers by communicating the importance of the European funding measures that directly affect their lives.

The interviews with the entrepreneurs, selected by professional organisations, are shown on touchscreen monitors. They are divided into three sections: Who am I?; My job; My project. The video interviews under ‘My Project’ will also be broadcast by the online magazine ‘3A Agricoltura, Ambiente, Alimentazione’ (Agriculture, Environment, Food) to about 30 000 farmers and economic operators in Campania as examples of good practice.

The project's main objective is to convey to the youth the relevance of the rural world and the value of the public investments in agriculture. In order to enhance the communication action, the opportunity to gather thousands of young people - offered by the exhibition ‘GNAM’ - is believed to be strategic. The exhibition is a ‘smart’ strategy of communication able to capture young people’s attention. The exhibition ends with a 3D multimedia display of the multifunctional role of agriculture.

AGRIBOX also aims to increase the dissemination of the results of actions funded by the RDP in order to enable the public to fully understand why the EU, the national and the regional institutions invest in rural development.

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Innovative communication

Weekly farming and agriculture discussion and debate on using Twitter
Contact:Simon Haley
Email:simonhaley42@hotmail.com
Website:

Target:

United Kingdom

Keywords:

Twitter, Handle, Farming, Agriculture, Debate, Chat discussion, Rural, Project 2013, Finalist 2013, Winners 2013

AgriChatUK

2nd Prize in the category ‘Innovative communication’ of the CAP Communication Awards 2013

#AgriChatUK is a weekly online farming discussion giving everyone involved in agriculture a place to share ideas, discuss pressing issues, debate hot topics or simply connect with people in the industry who they may otherwise not have access to. It facilitates discussions between farmers from across the UK and abroad, the Department for Environment, Food and Rural Affairs (Defra), MPs and other political organisations, food and farming organisations such as the National Farmers’ Union (NFU) and the Soil Association, journalists, scientists and anyone else interested in farming or working in associated industries through Twitter.

At the moment, AgriChatUK is operated solely through Twitter. The innovative aspect of the project is that social media is a revolutionary tool for the rural industry. Twitter offers both education and business generation to members of the rural community who wish to engage. Its value lies in the content exchanged in the network between users, and also the content shared with a wider audience. Farmers want to have a dialogue with both consumers and the wider media. Social media could become the primary way the industry connects.

#AgriChatUK is the perfect way for farmers to share best practice and experiences, while at the same time interacting with suppliers and customers. It is an online audience where there is no obligation to tweet in a certain way, the control rests with the user. AgriChatUK has since inspired the development of other country derivatives, namely @AgChatOz (Australia), @AgChatIRL (Ireland), @AgriChatNL (Holland), and @EUFoodChat (Europe).

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Innovative communication

Scientific Review from the Italian Alessandro Bartola Association devotes an entire issue to the evolution of the CAP from 2011 to 2013
Contact:Associazione Alessandro Bartola
Email:aab@univpm.it
Website:

Target:

Italy

Keywords:

Agriregionieuropa, CAP, Stakeholders, Researchers, Downloads, Website, Review, Alessandro Bartola, Project 2013

Agriregionieuropa: Speciale PAC 2011-2013 - Agriregionieuropa: Special number on CAP from 2011 to 2013

In view of the new European Programming period 2014-2020, the Alessandro Bartola Association is devoting an entire issue of its scientific review to the evolution of the CAP from 2011 to the end of 2013. The main objectives of this overview are to provide information and encourage dialogue about the CAP and related topics, and help build connections between researches and actors in this field.

The issue will be a collection of articles written at precise moments within this time frame, which will make it possible to re-read the point of view of experts from that perspective in time, allowing people to fully understand the development of EU policy and its objectives, the criticisms and its challenges. There will also be a space devoted to the specific section, “Window on the CAP, in which all editions of recent years has shown the updates, news and official documents by European and national institutions.

The channels of dissemination are through the Agriregionieuropa website and the online scientific journal. This is an effective means of communication, since the latest statistics show an average of 250-300 visits per day, with a total of 500 000 visits from January 2011 to October 2011. Its success is also extended to other European countries outside Italy, and being available online means that researchers, academics and stakeholders can easily access the material, as well as comment and view the comments of others.

The articles will be selected to be those that have been most downloaded in the past, as this is a good indication of the topics of greatest interest. The project works as a good connection between research and the actors which operate on the ground. For every article, an expert was selected in order to combine their knowledge with experiences of actors and stakeholders.

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Communication to stakeholders

Popular daily news programme on Polish TV channel, Telewijza Polska, covering current news and information on agriculture at Polish and EU level
Contact:Agricultural Editorial of Telewizja Polska S. A
Email:rolna@tvp.pl
Website:www.tvp.pl/informacje-rolnicze/agrobiznes

Target:

Poland

Keywords:

Telewijza Polska, Poland, TV channel, Agrobiznes, Agrobusiness, Economic and political trends, Agriculture, TV programme, Common Agricultural Policy, News, Current information, Project 2013

Agrobiznes - Agrobusiness

Agrobiznes is a popular daily new programme in Poland covering the economic and political trends of agriculture at national and European level. The aim is to provide current information to people from all areas of agricultural policy, including Common Agricultural Policy, Polish policy, international policy, foreign agriculture policy, cases studies from Polish farmers, and information about the prices of food and agriculture products.

Every episode is watched by about a million people in Poland. The target audience is farmers, businessmen, people living in rural areas as well as in cities, since these people have an interest for the Common Agricultural Policy and its impact.

Featured on the main TV station in Poland, Telewizja Polska, the programmes are available to view across Poland. Each programme is presented by an announcer and features interviews with experts, farmers and businessmen, as well as with the authorities responsible for the Common Agricultural Policy.

The main success of this project is the number of people that are reached by this project, as well as the continual updating of information available by each new episode. The chance to view interviews with farmers and other stakeholders means that specific case studies and issues are made tangible for the audience interested in agricultural issues.

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Communication to stakeholders

Internet information project to create a knowledge platform using digital means, video – interviews with farmers, specialists, companies shared online
Contact:Cristina Mota Capitão, Manager, INOVISA – Association for Innovation and Business Development
Email:inovisa@isa.utl.pt
Website:

Target:

Portugal

Keywords:

Agrofood sector, Information, Internet, Digital, Videos, Online, Upload, Platform, Research, Farmers, Agrotube, Acess Agriculture, Portugal, Conference, Project 2013

Agrofood 3.0

The objective of Agrofood 3.0 is to share technical information and knowledge among stakeholders in the agriculture, food and forestry sectors, using digital means, mainly video and the internet. All project partners first collected the digital content they already had, creating a shared database. Then, the partners were given semi-professional video equipment to produce videos on their activities, for example videos with specialists, farmers (“One minute with...”), seminar presentations, new projects, and so on. These videos were then shared on web platforms, social networks and web media channels, including on international platforms of the sector (e.g. Chill, Agrotube, Access Agriculture).

The main activities included designing and applying a way of mapping the existing digital information, analysing and defining the type of information (for example, technical, scientific), promoting capacity building activities, creating a user friendly platform for sharing the information, and assisting partners for example through regional workshops explaining how to use digital contents for communication in the agrofood sector.

The important aspect of this project is it allows a large part of technical and scientific information to be disseminated, most of which before never reached the public (farmers, companies). It also brought the ability to partners to create and share their own digital contents. While video is becoming increasingly important, producing videos is becoming easier, and so the people were empowered to communicate about the agricultural sector in a more efficient way.

The project is expected to last three years with the aim of creating a strong platform for sharing knowledge. In March 2014, there is due to be an international conference about how to communicate effectively in this sector, where the media, as well as researchers and companies involved in the project will be present. The project marks a move away from traditional ways of communicating, and allows for a “democratisation” of the production and sharing of digital material on the agricultural sector.

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Innovative communication

Young Europeans in adventure competition learn about rural development issues in Finland
Contact:Lyra Annukka, Communications Officer
Email:annukka.lyra@mmm.fi
Website:www.facebook.com/pages/Amaze-Me-Leader/121051864642816?ref=ts

Target:

Finland

Keywords:

Youth, Adventure, Finland, Competition, Rural, Development, Leadership, Project 2013

Amaze me Leader

Partially inspired by the television programme concept “the Amazing Race”, this international adventure camp brought together 80 young people from 16 EU Member States to discover rural Finland in the summer of 2011. The participants were divided into teams of four then given a car, map, and list of tasks and sent off to learn about the country’s countryside and rural development issues using a competition style format.

The participants learned through action. The tasks assigned to the teams were either experiential or related to everyday life in rural areas in Finland, all connected to leadership activities. Examples include rock climbing and building a stone wall for a churchyard. The event not only allowed participants to simultaneously learn about leadership and rural areas in Finland, it created contact and dialogue with rural developers while also raising awareness among the general public through media and social networking exposure.

As media cooperation was a key component of the initiative, a ‘media car’ with press travelled along the route with the teams of participants. To give the media aspect extra impetus, public figures such as local politicians, government officers, rural developers, and celebrities who supported the initiative were given a chance to join the participants in their tasks for a day and be covered by the press. This proved to be a successful formula and the initiative received significant exposure on local and national media in Finland, further raising awareness and interest of rural development issues.

Teams were also required to document their adventure on the Facebook event page and many of the participants also wrote about the adventure in their blogs or on their own websites.

Jointly organised by the Finnish Rural Network Unit, the Finnish Ministry of Agriculture and Forestry, and the Finnish Leader-groups programme, the effort to involve youth in EU rural development issues can be considered a success. With good planning, all aspects and communication goals were met. The structure of the implementation was simple and could be easily transferred to any region in Europe. The adventure strengthened the cooperation between the organisers and brought an international perspective to local rural development projects, thus empowering local actors.

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EU co-financed actions

TV reality-show to raise awareness of Andalusian landscape, heritage and culture

Target:

Undefined, non EU-Member States

Keywords:

Andalusia, Rural development policies, Common Agricultural Policy, Reality-show, Television, Rural, Young people, Competition, Culture, Landscape, Project 2012

Andalucía a Hierro

Andalucía a Hierro is a project to communicate the potential of rural Andalusia, the advances made by the rural development policies of the Common Agricultural Policy, and the need for the participation of youth in the development of rural areas. The communication strategy used in this project is a very innovative one, based on a reality-show format. It is a series of five television programmes filmed over nine days (from July 31 to August 8, 2011), and in which six young couples toured rural Andalusia, without economic and technological resources. The series was broadcast on regional television in the last quarter of 2012.

Andalucía a Hierro was presented as a unique opportunity to increase awareness of the Andalusian landscape, heritage and culture through the adventures of the young participants, who had to interact with people and succeed at multiple sports events and demonstrate their knowledge of rural Andalusia. The aim of Andalucía a Hierro was to promote Andalusian rural territories to increase interest in the towns, landscapes, people and cultural heritage. It is hoped that highlighting the value of rural areas can act as an incentive for young people to stay in their villages and also for urban young people to get interested in rural centres.

The specific objectives are: To value the resources and attributes of rural areas, promoting them and disseminating them through the CAP; To raise public awareness of the existence and importance of individual elements of the territory; To encourage the relationship between youth and rural development by involving the young group in development activities in the districts and towns in Andalusia.

The incentive of competition amongst the six pairs, the sense of adventure, rural culture, natural richness, emotion and dynamism are the different characteristics of Andalucía a Hierro. This new method of dissemination of information on rural development can have a positive effect on the achievement of the objectives established as priorities by the EU on rural development for the programming period 2007-2013. This innovative model of communication through television series is also fully adaptable to multiple rural realities existing in the European Union and can be a useful tool for rural development of the European regions.

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Communication to stakeholders

The Baltic Sea Farmer of the Year Award is a competition with the aim of rewarding innovative best practices in combating eutrophication
Contact:Julija Petrošiūtė, WWF Baltic Ecoregion Programme
Email:julija.p@glis.lt
Website:wwf.panda.org/what_we_do/where_we_work/baltic/solution/agriculture_reform/farmer_of_the_year/

Target:

Denmark, Estonia, Finland, Germany, Latvia, Lithuania, Poland, Russian Federation, Sweden

Keywords:

Baltic Sea Farmer of the Year Award, Eutrophication, Agricultural sector, Environment, Over-fertilization, Runoff, Winner, WWF, Project 2013, Finalist 2013, Winners 2013

Baltic Sea Farmer of the Year Award

1st Prize in the category ‘Communication to stakeholders’ of the CAP Communication Awards 2013

The Baltic Sea Farmer of the Year Award is a competition organised by the WWF Baltic Ecoregion Programme, with the intention of inspiring farmers across the entire Baltic Sea region to take an active part in combating eutrophication. The Baltic Sea remains one of the most threatened seas in the world, and eutrophication, or over-fertilization, has been identified as the single most important threat to its health, and agricultural runoff is the main cause. The competition was launched in 2009 by WWF in cooperation with the Baltic Farmers Forum for the Environment, and farmers’ organisations from around the Baltic Sea.

The purpose of the Baltic Sea Farmer of the Year Award is to highlight best practices in “Baltic-friendly” farming and to recognise and highlight farmers who are leading in innovative measures to reduce runoff from their farms. The award aims to highlight the important role of farmers and the good work they are already doing, providing excellent examples from which others can learn. Furthermore, it intends to promote cooperation around the region in order to further the application, and promotion, of good environmental practice in the agricultural sector.

The competition is held at regional level based upon the results of national competitions held in each participating Baltic Sea coastal country, for which there is a prize sum of EUR 1 000 for each country winner. An international jury also selects a regional winner, for which there is a prize of EUR 10 000. The results of the competition are then disseminated via press releases, articles, radio and TV programmes in the local and national media, and the winners invited to take part in international conferences and seminars for farmers and other stakeholders, as well as the national and international award ceremony.

The Baltic Sea Farmer of the Year Award provides an important way to inspire famers and share best practices. Farmers around the Baltic Sea play a crucial role in changing the current situation, and there have been many innovative ideas and different methods in farming practices. The activities show a dedicated commitment not only to run their own farms in an environmentally friendly way, but also to spread their valuable experience among the general public and farming colleagues.

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EU co-financed actions

Seminars, conference and facebook group in Umbria on the future for farmers following CAP health check

Target:

EU-Member States

Keywords:

Future for farmers, Common Agricultural Policy health check, Digital divide, Seminars, Conference, AGIA Umbria, CIA Umbria, CAP/ABILITY, AgriUmbria 2011, Project 2012

CAP/Ability

The series of seminars and final conference were based around the theme of the ‘future for farmers after the Common Agriculture Policy Health Check’, looking specifically at new priorities (climate change, renewable energy sources, water management, biodiversity, dairy farming supply chain reorganisation, innovation and diffusion of broadband internet in the countryside).

The seminars were organised in seven small rural villages affected by the digital. After the seminars, a video-conference between Perugia and Terni (the main cities of the Umbria region) was organised in the two main offices of CIA Umbria (Italian Confederation of Agriculture Umbria), in Perugia and Terni. It was decided that AGIA Umbria, the organisation of young farmers, would be in charge of launching a Facebook group highlighting the importance of agriculture for rural development and benefits for young people to be involved in farming. Hot topics raised on the Facebook forum were also published in the magazine ‘Nuova Agricoltura Umbria’ (New Agriculture Umbria). On 25 March 2011 an International Final Conference took place in Bastia Umbra (Perugia) as the AgriUmbria Show 2011 opening event ‘CAP/ABILITY – What future for European agriculture after 2013?’

This project has played a double role, by informing the farmers on the CAP’s evolution and involving a large public of non specialists in the themes of territory, landscape, water and ground protection with a strategic view of agriculture for all kinds of human needs, including safe food and protected environment. The action has also promoted the European Farming Model based on quality food products, multifunctional activities, environmental care, and animal welfare.

Regarding the quantitative data: 300 farmers and 14 experts participated in the seven seminars; more than 300 people and 8 speakers participated in the final conference, also with participation of the Regional Councillor for Agriculture; 200 questionnaires were distributed and collected as a basis for the evaluation of the project themes and activities; about 490 000 people were the audience of the audiovisual services recorded by 5 local networks; about 140 000 readers were informed by the local press, free press and internet media; and about 12 000 hits were recorded on the website and social networks (Facebook, Twitter and Youtube).

The methodology of progressive involvement, starting from the marginal areas, to be connected at a second stage to the main towns by video-conference and converging with a final conference in the framework of a national agriculture exhibition (AgriUmbria 2011) can be adopted as a model for enlarging the communication of the main themes of the CAP.

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Innovative communication

Student competition for summer job at Dublin Zoo raises agriculture awareness in Ireland
Contact:Dr. Vanessa Woods, Executive Director, Agri Aware
Email:vanessa.woods@agriaware.ie
Website:

Target:

Ireland

Keywords:

Summer job, CAP ambassador, Dublin Zoo, Agriculture, Awareness, Family farm, Project 2013

CAP Agri Ambassadors

Third level students in Ireland were invited to tell Agri Aware how they would best communicate the CAP to the public with the opportunity to win the prize of a summer student job at Dublin Zoo, one of Ireland’s top tourist attractions. Two positions were available for the job of informing visitors about the CAP at the Zoo’s Family Farm installation which would receive almost 500 000 visitors between June and September. The positions were advertised in the media as ‘the best summer job in Ireland’.

At the zoo, the CAP was explained to visitors in a fun and interactive way via Family Farm tours with small groups and workshops. A special ‘Agri Aware Day’ was held as an official day in Dublin Zoo’s calendar of event, where Agri Aware’s industry patrons were on hand to interact with visitors. Other theme days and tasting events also took place. The two student CAP Agri Ambassadors became a popular attraction at the Family Farm, with people checking what they did each day.

The slogan, ‘CAP is good for Farmers, Food and You!’ meant to communicate to people that if they eat food, the CAP affects them. The idea was to get the public to connect to issues such as animal welfare, sustainability, the environment, traceability, jobs and how agriculture underpins economic activity in rural Ireland.

This unique multi-disciplinary approach allowed Agri Aware to engage with a full spread of the Irish population - those aged from 4 to 80 from towns, cities, and the countryside, as well as tourists to Ireland. This project communicated the CAP both via the student job competition and directly to the public at the zoo. It is estimated that altogether the campaign reached out to 1.87 million people. Feedback questionnaires showed the public had a much greater awareness of the CAP following Agri Aware’s campaign.

Agri Aware is a charitable trust and an independent body founded in 1996 to ‘improve the image and understanding of farming and the agri-food industry among general public’. The CAP Agri Ambassador initiative was a truly original method of communicating the CAP and Irish agriculture to students and the general public from multi-disciplinary backgrounds at home and abroad via novel communication strategies.

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EU co-financed actions

Projects to communicate Common Agricultural Policy to urban youth
Contact:Mikula Lajos
Email:callcenter@agrya.hu
Website:www.rural-adventures.eu/

Target:

Hungary, EU-Member States, non EU-Member States, Worldwide

Keywords:

Common Agricultural Policy CAP, Young farmers, Urban youth, Hungary, Rural Adventures Programme, Blogs, Communication, TELLUS Educational Programme's textbooks, Project 2012, Finalist 2012, Winner 2012, Winners 2012

Communicating the tools of the Common Agricultural Policy through examples of young farmers

1st Prize in the category ‘EU co-financed actions’ of the CAP Communication Awards 2012

The goal of our campaign was to communicate the tools of the Common Agricultural Policy to urban youth with the cooperation of young farmers. Between May 2011 and May 2012 various projects took place in Hungary with a total of 714 young people participating in the project. The results of the project were presented in English and Hungarian-language newspapers, on websites and in 31 short films. The films were broadcast by both Hungarian and Romanian TV channels.

The project started with surveying young people's knowledge about the CAP. It emerged that the majority did not have accurate knowledge of the CAP, their opinion was not based on personal experience, and they were mostly critical of it. For most of them, food ‘grows’ on the shops' shelves. In their case, providing them with first-hand experiences of the CAP through an interactive communication programme was crucial.

This programme included a workshop with presentations by experts. The presentations were complemented by four study trips that showed the work of young farmers. During Rural Adventures Programme, urban youth were not only able to see but to participate in young farmer's work for five days (they blogged about their experiences at: www.videk-kaland.hu, www.rural-adventures.eu). News of the rural adventures of young city-dwellers (among them young politicians and journalists) spread quickly through the Internet and the media. Children from primary schools were able to know more about agriculture by TELLUS Educational Programme's textbooks at lessons and farm visits. The workshop and the farm visits for journalists, as well as the conference and workshop for young farmers provided more publicity.

Our campaign was very complex regarding both its target group and the activities but the programmes and target groups complemented each other effectively, thanks also to the young people's blogs and journalists’ communication. The most popular programme with the media was Rural Adventures resulting in the Slovenian and Slovak young farmers’ organisations starting their own versions.

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Communication to the public

ConSuma Naturalidad Quality Brand informs consumers of food’s link to biodiversity and facilitates responsible choices.

Target:

EU-Member States

Keywords:

Guarantee, Biodiversity, Responsible consumer choices, Public awareness campaign, Decision-making instruments, Project 2013

ConSuma Naturalidad: Fostering sustainable consumer choices

The ConSuma Naturalidad Quality Brand, an initiative of the Félix Rodríguez de la Fuente Foundation, is aimed at promoting the products that bear the ConSuma Naturalidad label by offering consumers additional information about its link to biodiversity, in order to facilitate responsible consumer choices. The label guarantees that the raw materials of both fresh and processed products have their origin in autochthonous breeds and plant species or varieties of the geographical areas in which they are produced (Natura 2000 Network), thus helping to maintain wild biodiversity, ecosystems, traditions, and culture in the Spanish landscape.

This project aims to promote responsible consumer choices by means of specific information and communication strategies and tools to stress the importance and significance of consuming responsibly. This involved creating decision-making instruments for direct action that facilitate the use of information for public decision-making to consume responsibly based on information about certain products and their relation with the objective of ‘halting biodiversity loss’.

An important public awareness campaign was developed based on mass media tools (TV documentaries, a mobile app, street advertising, publicity etc.). This campaign will act as a tool to guide and assist users in identifying responsible consumer choices that foster biodiversity.

This project has been creative in recognising and responding to the growing need that consumers in urban areas have, to know more about the products they eat, and to contribute positively both to their health and to the health of the planet. It has also been innovative in using technologically advanced communication tools.

The impact of this project can be seen in the high level of reach it has received: presentation of the project in the 19 Autonomous Communities of Spain; 5 000 stakeholders informed of the project; more than 500 project press references; more than 200 interviews carried out; 20 collaboration agreements signed; more than 5 million citizens informed about the project and its objectives. In addition, the project has ensured cost-effectiveness by keeping its costs per unit low at 0,2 €/person.

By empowering and motivating participation of local stakeholders, with a potential multiplier effect resulting in responsible consumer choices that foster biodiversity, through direct and long-lasting communication tools aimed at potential and informed consumers, they can effectively contribute to spreading the concept of consuming responsibly as promoted by the project, using the decision-making tools it provides.

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Innovative communication

Kindergarten cooking programme to promote fresh, healthy, locally grown food
Contact:Helmut Eiselsberg, Kinderhaus Adlwang
Email:kiga.adlwang@aon.at; helmut.eiselsberg@lk-ooe.at
Website:

Target:

Austria

Keywords:

Kids, Children, Kindergarten, School, Cooking, Food, Fresh, Healthy, Nutrition, Cookbook, Project 2013

COOK IN Adlwang

In order to combat obesity and promote locally grown foods and produce, the COOK IN Adlwang programme gets young children between the ages of 4 and 10 to cook their own food at school once a week under the guidance of a nutritionist over a period of 2 years. The objective is for them to develop an enjoyment for cooking and an appreciation for fresh and healthy foods.

Under the motto ‘I did it’, main activities range from shopping and harvesting vegetables from local gardens to preparation and cooking before finally eating what they have cooked in a social setting. They even learn to set the tables and do the washing up. The hope is that the children will extend this new found appreciation for healthy cooking and eating to their families and take part in the cooking at home, leading to a healthier lifestyle and community.

Children have the chance to rate the different food they prepare on an ‘enjoyment metre’ and compare their meals to ones on ‘bought food’ days. The results are clear: far more food is eaten and enjoyed on Cook In days. The programme has even been awarded regional prizes for its achievements and enjoyed being featured in the local media.

A special children’s cookbook has been created based on the programme with over 1000 copies sold so far. It is being used to help pitch the programme to other kindergartens in the district and several have followed suit. The programme could be easily adaptable and implemented at other kindergartens, schools, and even senior citizen clubs across Europe.

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Communication to stakeholders

“Coltiv@ la professione”, project coordinated by CONAF promotes work of agronomists and forestry professionals in Italy by encouraging young people to pursue this as a career.
Contact:Rosanna Zari
Email:vicepresidente@conaf.it
Website:www.conaf.it

Target:

Italy

Keywords:

Agronomists, Forestry professionals, Career, Communication, Common Agricultural Policy CAP, CONAF, Agriculture, Italian, Municipalities, Provinces, Project 2012

Cultivate the profession (Coltiv@ la professione)

“Coltiv@ la professione” wants to enhance the profession of agronomists and forestry professionals: a profession essential for food production processes and the improving the quality of life. It aims to encourage young people to pursue a university education and a professional career in this field.

The project's goal is to communicate aspects of the profession (the Common Agricultural Policy, food safety, environmental protection, landscape, etc.) to Italian civil society, through the direct involvement of 22 000 Italian agronomists and forestry professionals, thanks to the participation of CONAF (National Order of Doctors of Agronomy and of Forestry) and the involvement of the 18 regional federations and 92 provinces.

Each season certain agriculture-related occupations are promoted by the CONAF press office via a dedicated website, press conferences, brochures, newsletters and posters distributed in all Italian municipalities. Press releases are disseminated to national media, industry and local authorities. The project is further promoted on social media through CONAF’s Twitter and Facebook profiles. Therefore this range of promotional activities reaches a diverse audience, both professional agronomists and forestry professional, and also consumers informed on agricultural issues, European agricultural policy and food safety.

The ongoing project has achieved many of its objectives. It has proved cost-effective thanks to effective management and the direct involvement of the regional federations and provinces, which have been carrying out the project on a local level at no additional cost.

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Communication to the public

Films about protected Polish agricultural farm products, giving information about their history, characteristics and geographical origin

Target:

Poland, EU-Member States

Keywords:

Geographical indication scheme, Producers, Poland, Protected agricultural farm products, PDO, PGI, TSG, Films, DVD, EU quality scheme, Project 2013

Diaporamy na temat produktów rolnych i środków spożywczych zarejestrowanych jako Chroniona Nazwa Pochodzenia, Chronione Oznaczenie Geograficzne albo Tradycyjna Gwarantowana Specjalności

This campaign by the Polish Ministry of Agriculture and Rural Development stresses the importance of education about geographical indication schemes given that their effectiveness is affected by the extent to which the schemes are used by producers and the level of consumers’ awareness of it.

The campaign used the medium of film to present 18 Polish agricultural farm products which are registered as PDO, PGI, and TSG. The films share information about products originating in a specific place and produced from locally grown raw materials. What is unique in this project is that the organisers successfully persuaded producers of those products to join and engage in the campaign and the films are based on the stories told by these producers.

The films are available on the homepage of the Polish Ministry of Agriculture and Rural Development. Furthermore, they are published as a part of a DVD promoting Polish products protected as PDO, PGI or TSG together with information about history, characteristics, and geographical origin of all the products. Moreover the DVD includes information about the EU quality scheme and the registration procedure, in order to encourage potential applicants. The DVD is in both Polish and English. Free copies of the DVD are provided during various events such as fairs, festivals, harvest festivals, conferences or competitions organised in Poland and abroad.

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Communication to the public

Award for best photos for rural development and promotion of agriculture – pictures selected by jury and exhibited in many locations in region
Contact:Alessandro Tomasutti
Email:svilupporurale@regione.veneto.it

Target:

Italy

Keywords:

Diari della Terra, Photography Regional Tour, Photography award, Agriculture, Jury, Rural life, LAGs, Rural development, Promotion of agriculture, Advertisement, Radio stations, TV, Flickr, Visitors, Exhibitions, Campaign, Project 2012

Diari della Terra - Photography Regional Tour

The Regional Authority organized a photography award dedicated to the rural development and to the promotion of agriculture in the context of communication plan of Regional RDP. The best 30 pictures selected by the jury were part of the first exhibition placed in Venice on 8th January 2010. Seven awards were assigned: 1st, 2nd, 3rd classified; best European Union artist; best under 25 artist; best regional artist; president of jury special award. The initiative continued with an "exhibition tour" around the region: 18 locations, 19 rural and non-rural centres; 7 provinces (with a total of 10 243 visits registered).

More than 600 citizens took part sending 2300 photographs about agriculture and rural life. The aim was to increase the knowledge of agriculture as strategic factor for the economic, social and environmental system of the region; to strengthen the link between rural development and environmental sustainability, economic diversification, life quality of citizens; and to foster integration between LAGs and the countryside.

The target audience were the citizens of the Veneto region, in particular those living in LAGs area, but also in urban contexts. The event was monitored 49 times in regional media (44 local newspapers, 2 radio stations, 3 television stations). 12 640 copies of advertisement materials were diffused during the event (from January to December 2010). The website diaridellaterra.it registered 11 350 visits; 21 344 pages visited; photographs published on flickr.com registered 4 821 visits. (Now the website is not available).

The project was successful since it involves citizens directly in the "story-telling" of agriculture and rural development thanks to photograph media. Photograph media is a "common language" that allows to reach immediately citizens and to represent by an original way the object of the initiative. People were involved directly into the themes of rural development both as authors of the photos, both as visitors of the exhibitions. The involvement of the LAGs in the field of communication with citizens in the context of a common regional event allowed for a diffused presence across the rural territory. Media coverage was assured by the innovative aspects of the event. The project was presented on the occasion of "Communicating Rural Development to Citizens", an international event held in Milan (17-18 November 2011) and organised by the European Rural Network.

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EU co-financed actions

Audiovisual multimedia training package on European agriculture to use in German schools
Contact:Ringo Rösener
Email:f.weck@hoferichterjacobs.de
Website:land-entdecken.de/

Target:

Germany, Austria, Switzerland

Keywords:

Discover agriculture, Audiovisual multimedia training package, European agriculture, Films, Book, Website, Schools, Teachers, Parents, Germany, Project 2012

Discover Agriculture! Eleven contributions for lessons (Landwirtschaft entdecken! Elf Beiträge für den Unterricht)

‘Discover Agriculture!’ is an audiovisual multimedia training package for European agriculture - its past, present and future. Its goal is to communicate eco-friendly, diverse and sustainable agriculture and to make young people aware of agricultural problems and challenges.

It consists of ten six-minute films, a companion book of eleven chapters, which further explain each topic, as well as the website www.land-entdecken.de. ’Discover Agriculture’ is produced for schools and other educational institutions and is intended to supplement the classroom activities when it comes to agriculture. All topics are geared to school curricula and are adapted to the different age groups. The films, each telling a short story, summarise and introduce the lesson topic, the accompanying textual materials then develop the theme further. The website allows the students to work from home on homework and games, in which the parents can also get involved.

This is the first time that there has been an educational package for agriculture, containing traditional teaching materials supplemented by Internet activities. The innovative character lies in the mix of film, books, PDFs and the website, in which students, parents and teachers can all participate and therefore experience agriculture directly. The focus on students and their different knowledge levels is innovative because the material is adapted to all levels of learning.

‘Discover Agriculture’ has been considered a great success, as a long-term education package has now been initiated that can be used around Germany. The project was cost-effective because we could combine different components so that they complement each other perfectly. The feedback has been very positive and the teachers have enjoyed using the materials in school.

Understanding of agriculture and agricultural policy should feature in the school schedule. It is only then that teenagers can get an insight into the industry that feeds us all and ‘Discover agriculture’ explains the connection between the economy, society and a varied diet. At the same time, the project is not tied only to the classroom, because the whole package can be accessed anytime, anywhere. For these reasons, ‘Discover Agriculture’ is an excellent example of EU-funded action.

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Communication to stakeholders

Project encouraging stakeholders (farmers and landowners) to enter in dialogue, and share knowledge and best practices about biodiversity
Contact:Rita Alcazar, LPN – Liga para a Protecção da Natureza (League for the Protection of Nature)
Email:rita.alcazar@lpn.pt
Website:www.lpn.pt/Homepage/O-que-fazemos/Projetos/Projetos-a-decorrer/List.aspx?tabid=2459&code=pt&ItemID=191

Target:

Portugal

Keywords:

Farmers, Landowners, Stakeholders, EU cohesion policy, Natural resources, Biodiversity, Agri-environmental schemes, Best practice, Rural development, Project 2013, Finalist 2013, Winners 2013

Disseminação de boas práticas para a biodiversidade na aplicação de compromissos agro-ambientais - Dissemination of best practices for biodiversity in the application of agri-environmenta

2nd Prize in the category ‘Communication to stakeholders’ of the CAP Communication Awards 2013

This project focuses on the contribution of rural actors (especially farmers and landowners) to improve the uptake and analysis of the agri-environmental commitments for biodiversity of the current Portuguese Rural Development Programme (PRODER). A participation-based approach involving all relevant stakeholders made possible the dialogue, knowledge and dissemination on best practices for biodiversity. It also aided in the conception of new agri-environmental schemes to be taken into consideration for the next phase of the European Union’s cohesion policy programme (2014-2020).

The project foresaw close collaboration with farmers, as well as support of local stakeholders and media. Workshops with farmers were held in five key regions of Portugal to measure their perception of agri-environmental issues and to gain a better understanding of their constraints. A pilot survey was carried out in the Castro Verde region of Portugal to motivate farmers in the accession and implementation of agri-environmental commitments. A best practice manual was published and disseminated which aimed to increase knowledge of natural resources and biodiversity in agriculture. A seminar was also organised at a national agricultural fair to disseminate the results of the project among stakeholders. Local and regional radio interviews were broadcast on the subject and the publication of news pieces and information handouts were spread via project partners. All communication efforts were designed to inform, encourage and advise the target audience about the project.

The lack of general knowledge on agri-environmental schemes is a significant obstacle to the implementation of best practice and effectiveness in the context of rural development. Additionally, policies themselves don’t always take into consideration the constraints experienced by farmers, which is a significant obstacle to their implementation. This project contributed to the dialogue, discussion and dissemination of best agri-environmental practices in areas of nature and biodiversity, while simultaneously promoting and raising awareness of the difficulties encountered by land managers which may act as barriers to scheme implementation and the success of best agri-environmental practices aimed at benefiting everyone.

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Innovative communication

Slovenian and international farmers’ games involving young rural people competing in games connected to farming skills
Contact:Rok Roblek, Project Manager
Email:info@zspm.si
Website:

Target:

Slovenia

Keywords:

Slovenia, International, Games, Rural areas, Youth, Agriculture, Farming profession, Project 2013

Državne in Mednarodne Kmečke Igre - National and International Farmers’ Games

The project National and International Farmers’ Games is a yearly project held in Slovenia between April and July. It centres on young people from rural areas competing with each other in games connected with skills that are needed in the agricultural sector, thus helping to preserve traditional work on the farms.

Firstly there were 10 regional competitions, a semi-final and then a final competition with the best 2 teams from each regional competition. For the last seven years, young people from other countries have been invited to participate in international versions of the games. Around 15 000 participants have been involved so far.

The objective of the Farmers’ Games was to communicate the importance of agriculture as well as promoting the farming profession among rural youth.

Various communication tools were used to promote the Farmers’ Games: personal invitations sent to the ministries and media; traditional media such as newspaper articles and local radio bulletins; and also via web and social media.

These events are a clear message to the stakeholders – rural youth, young farmers, the public, and consumers – about the importance of the agricultural sector and how to develop it. The games are also a place for networking and exchanging ideas between rural youth, young farmers and other people involved in the agricultural sector.

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Innovative communication

An interactive and innovative learning approach for young farmers focusing on exchange of knowledge, e-learning and multimedia sharing on CAP messages
Contact:Beatrice Camaioni
Email:b.camaioni@univpm.it
Website:agrimarcheuropa.univpm.it/EBOX/Giovani/

Target:

Italy

Keywords:

EBOX, Multimedia, Interactive learning, E-learning, Sharing, Students, CAP, Information channel, Free, User-friendly, European agricultural policies, Agriregionieuropa, Italy, Project 2012

E-box

The EBOX is an interactive and innovative learning approach which focuses on the production of training and informative elements and the exchange of knowledge. It serves as a connection between aspects of the common agricultural policy, research, and actors in Italy, especially young farmers. The EBOX is based on an evolutionary approach of participatory e-learning and is presented as a mosaic of multimedia contents grouped by topic. The project started on June 2012 and was produced in Italian, but also includes the original documents in the official European languages, meaning it spreads the information throughout Italy but also in other European countries.

The project in particular addresses young farmers and students located in rural and urban areas. However, the general public and civil society are also involved because all tools are open to everyone through social and internet communication channels and the dissemination strategy includes people who are not directly involved in agricultural and rural issues (such as pensioners, civil servants, various associations, and so on) – yet these topics remain pertinent and influential to all people. The EBOX was communicated through social media and internet channels (integration in other social networks). Information produced was easily disseminated via the web, producing very large diffusion of the CAP messages. Through a participatory approach, there was the creation of a bridge between research, actors, and society, favouring a multidirectional exchange of information.

The project has had an increasing impact. This result in particular is due to the visual impact because items are easily identified by size, colour, background image and animation in relation to the function performed. The EBOX is characterized by a high level of interactivity (comments, quizzes, surveys, discussion groups), multimedia (animations, videos, photos, graphs) and good usability - for the following reasons: it can be used in all common browsers, it is ideal for touch-screen devices, and has been designed for being user-friendly, fast and straightforward.

Statistics (via Google Analytics) and comments received show that the EBOX had a growing impact on young people and on the general public. The number of visits from 1 June 2012 was almost 400 of which nearly 60 % were returning visitors. The EBOX, thanks to its flexibility, represents a best-practice that could be reproduced in order to deepen an important issue, and it could be adapted to other sectors. Items can be easily removed or added depending on needs and any changes that occur. Contents and knowledge of the topics involved are enriched by official information taken from external sources, which is not immediately accessible and is often available fragmentarily. Since the EBOX is available free of charge on-line and is contained in a well known information channel, Agriregionieuropa, its impact has been seen across Italy.

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Communication to stakeholders

The project “Europe 28 by its peaks” is a series of expeditions across Europe, allowing for the exchange of practices in agriculture and eco-tourism
Contact:Michel Mathé, President, Sancy Europe Montagnes
Email:michel.mathe5@wanadoo.fr
Website:

Target:

France, Sweden, Norway, Finland

Keywords:

Europe 28 by its peaks, Sancy Europe Montagnes, LAGs, CAP, LEADER, Massif Central, France, Sweden, Finland, Diversification, Ecotourism, Agriculture, Project 2013

Echanges entre territoires dynamiques des montagnes d’Europe - Community exchanges between Europe’s mountainous regions

The project “Europe 27 by its peaks”, now “Europe 28 by its peaks”, is a series of expeditions led by the French organisation Sancy Europe Montagnes, which allows groups of walkers to visit mountainous rural areas in a series of EU countries to meet with actors in the agriculture and eco-tourism sectors, and report back on their findings back in the Massif Central area in France.

The project encompasses 10 expeditions spread over the period 2007 to 2016, for which so far, six expeditions have been completed. The most recent expedition went to Sweden and Finland and took place in September 2013. For each expedition, the walkers visit farms, and so discover the day-to-day life and developments in the respective countries, and the ways in which these farmers are diversifying their activities and incomes. The walkers carry out interviews and collect contacts, texts, photos and films from their visits, with the idea of creating a European agro tourism actors’ network.

The expeditions are led by Michel Mathé, consultant in rural economic development, and Jean-Pierre Frachon, professional high mountain guide. A film director and journalist help collect the observations from these expeditions. Following the expedition, the films and conferences allow the walkers’ experiences to be communicated to a wider audience. The films are shown on French TV channels, TV8 Mount Blanc and the French parliamentary Channel.

The current study tour falls at a crucial time: it joins three LAGs in a partnership walk, within the LEADER European Programme, at a crucial time between the two periods of the CAP – the current programmes 2006-2013, and discussions about the real impacts of the CAP 2014-2020. There has been a strong emphasis on agricultural diversification as well as ecotourism.

The project has served as a link between actors in the rural areas of the Massif Central in France, with those in other countries across Europe. The films have been shown not only on TV, but also on the website of “Sancy Europe Montagnes” and at the film centre at the Natural region park of Volcanoes of Auvergnes. It has been the chance to share and spread ideas and build valuable exchanges between agricultural organisations and communities across Europe.

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Communication to stakeholders

Series of meetings organised by LTO Nederland, bringing together stakeholders to discuss the European Innovation Partnership and its possibilities

Target:

Netherlands

Keywords:

LTO Nederland, Roadshow, Europe Direct, European Innovation Partnership, Meetings, Stakeholders, Farmers, Discussion, EIP, Project 2013

EIP Roadshow

LTO Nederland, in cooperation with Europe Direct, is organising a roadshow around the European Innovation Partnership for Agricultural Productivity and Sustainability (EIP). This roadshow aims at raising awareness about this new type of policy in the second pillar of the CAP. The roadshow consists of five meetings and is open for everybody, bringing together farmers, researchers, chain parties, governments and possible stakeholders as well as anyone interested in joining.

The meetings are focused on a range of topics including horticulture and dairy farming but also on soil fertility and organic agriculture. During the meetings LTO provides information about the functioning of the EIP agriculture and points out how this could offer possibilities for the agricultural sector. Then a discussion is started between the parties present to discover how the EIP agriculture could also be used by them in practice.

The innovative aspect of this project is that everyone is welcome to these meetings, and the farmers can take the lead in the process. LTO Nederland wants to close the gap between farming practice and research, and bring all involved stakeholders together and get them thinking about how EIP works in practice. At least five meetings have been organised across the country and about 150 people have attended the meetings.

The impact of this project is that the LTO has noticed a change in the way groups think and act around the subject of agricultural innovation. For example, researchers are now contacting farmers to work with them on certain research proposals, and half a year ago they were only invited to give advice. Many follow-up meetings after the roadshow took place with stakeholders such as governments and chain parties. In addition, groups of farmers are now actively thinking about how to organise themselves in order to create efficient structures (such as Operational Groups) in order work together on research areas.

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Innovative communication

France-wide communication campaign to promote CAP and agriculture
Contact:Caroline Collin, Coordinatrice générale
Email:campagnes@confederationpaysanne.fr
Website:

Target:

France

Keywords:

CAP, Agriculture, Public, Farms, Social media, Ifogrpahics, Project 2013

Envie de paysans

The campaign aims to better inform the general public about the CAP and agricultural policy in general. Agriculture is too often perceived to be far removed from daily life, so the purpose of the campaign is to bridge this gap and highlight to the public how agriculture affects the food they eat and their environment. The goal is to reach as wide a public as possible, both rural and urban, young and old.

To achieve the campaign objectives, a large range of actions and diverse communication tools were used, and attention was paid to ensure an attractive product. These included agricultural events, such as village fairs, farmers markets, city farms and open farms, all over France. These events allowed for direct dialogue between farmers and consumers and made clear the link between agriculture and food.

Other events to inform about agriculture and the CAP were also organised: film projections, debates, conferences and visits to schools. There was also a strong web and social media presence. The sites were updated daily with videos, photos, articles, event information and other content. The campaign’s use of infographics was a particularly strong communication tool.

In addition to the campaign’s online presence, information and giveaways were also distributed at events, including leaflets, special editions of the publication ‘Campagnes Solidaires’, T-shirts, stickers and badges.

Promotion of the events was carried out via posters placed in strategic locations, such as in organic shops and, for Paris to reach a young and urban audience, through the use of the innovative system of ‘clean-tags’ (an ecological way of printing messages on pavements which can then be washed away with water).

The media was also mobilised to promote the campaign including via articles appearing regularly in relevant publications, radio bulletins, press releases before each event, and national and regional press conferences.

The impact of the campaign has been clearly seen through the monitoring of social media participation, website visitors and attendance at events.

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Communication to stakeholders

Campaign from Baltic farmers for equal direct payments– direct meetings, choir protest and symbolic bonfires to attract attention of decision-makers
Contact:Sabine Puke, Campaign Manager, Latvian Agricultural Cooperatives Association
Email:sabine.puke@llka.lv
Website:

Target:

Latvia, Estonia, Lithuania, Germany, Netherlands, Denmark, EU-Member States

Keywords:

Baltic States, Latvia, Lithuania, Estonia, Bonfires, Direct payments, Campaign, Choir, Protest, Agriculture, European Council, Baltic farmers, Decision makers, Project 2013

ES Tiešmaksājumu kampaņa - EU Direct Payments Campaign

The EU Direct Payments campaign was a joint initiative between Latvia, Lithuania and Estonia, with the aim of attracting the attention of European decision-makers prior to the decision on the EU multiannual budget for 2014-2020. Since their accession to the EU, farmers in the Baltic countries receive the lowest level of direct support in the EU, but the overall agricultural production input costs and expenses in the Baltic States are practically the same as in other EU Member States.

The main objective of the campaign was to achieve 80 % of EU average direct payment level for Baltic farmers. Farmers asked that level of direct payments should be equal to the EU average without any transitional period, with adequate funding for both direct payments and rural development policy to promote sustainable development of agriculture and rural areas.

In order to reach the objective of the campaign the strategy was based on the activities in two themes. Firstly, direct meetings and educational work with decision makers and stakeholders in Baltic States, other EU member states, EU institutions, farmers’ organisations and agricultural institutions in Member States, and secondly, protest actions and other public events which caused great media and society attention which intensified the pressure to the decision makers.

On 5 February, more than 4 000 Latvian and Estonian farmers formed a single chain of 400 bonfires in Latvia as the symbol for the unity of the farmers. The event created a large interest from Baltic and international media. These bonfires were a symbolic “copy” of the Baltic Chain, a political demonstration in 1989. Then on 9 February the Baltic farmers held a concert at the Schuman roundabout near the European Council during the EU Summit, which received the support of the Presidents/Prime Ministers of the three countries, as well as MEPs. More than 100 farmers with protest posters formed a choir and used songs as their only “weapon” to ask for support for EU budget. They symbolically used a large hat to ask for EU budget, placed in front of the choir. This was one of the creative aspects of the project – the farmers used songs and healthy humour to communicate rather than violence or noise.

The project made a large impact in the protection of national interests in European Union – several experts and media representatives called this a “historical moment” and “significant milestone” when one industry from Latvia for the first time after joining the EU 10 years ago, could mobilise resources internally and externally in order to achieve important goals. The cost-effectiveness of the project was also very important. For example, Latvian farmers community in the whole campaign invested about EUR 170 000, and according to the final decision about the Multiannual Financial Framework 2014-2020, Latvia has gained almost more than EUR one billion more for agriculture than in previous period (2007-2014).

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Communication to the public

Series of 10 hiking expeditions to highland areas in Europe to make study on agricultural diversification plus debates, interviews, reports and press
Contact:Michel Mathé
Email:michel.mathe5@wanadoo.fr
Website:www.europe27.eu

Target:

France, Spain, Portugal

Keywords:

EU-27 by its summits, L’Europe des 27 par ses sommets, Agricultural structures, Diversification, Livestock Summit, Massif Central, Website, Auvergne, Clermont Ferrand, Print media, Campaign, Project 2012

EU-27 by its summits (L’Europe des 27 par ses sommets)

The project "EU-27 by its summits" (L’Europe des 27 par ses sommets) began in 2007 as a series of 10 expeditions. So far five groups of hikers have taken part in this project - June 2007: Poland, Slovakia and the Czech Republic; September 2007: Ireland, the UK and Denmark; May 2009: Germany and Benelux; May 2010: Greece and Cyprus; and September 2011: Spain Portugal. Symbolically strong, the aim of the project is to make a study on agricultural diversification in the highlands. The project is led by Michel Mathé, and Jean -Pierre Frachon, mountain guide in Auvergne, and intends to bring together stakeholders in the agriculture and tourism of the Massif Central with those from the highlands in other European countries.

The hikers visit agricultural structures, and discover the realities and the changing world of agriculture, and the way its diversification. They conduct interviews, and then produce reports, texts, and photos of their tours. The director of the film and a journalist collect observations on all these expeditions.

The target audience is the general public and young people from urban areas who take part in round tables and conferences at the Livestock Summit (sommet de l’élevage) in Clermont Ferrand, France. There is a partnership with the University of Auvergne where students are invited to take part. The films are also screened at cinemas and in rural areas, and during the expeditions there are conferences on the theme of agro-tourism, uniting local actors, professionals and our team. The internet site will gradually be made available in all official languages of the European Union.

On their return to the Massif Central, the hikers reflect on what they saw during meetings with local people in the communities. There has been a lot of media coverage in both specialised press and media reaching a larger audience – print, radio, TV and regional and international broadcast media partners. The website received 5 000 unique visitors per year and audiovisual and written press in estimated to have reached 400 000 people.

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Innovative communication

Swedish land art competition filmed and broadcast on television to highlight innovation in agriculture and EU
Contact:Kristina Mustajarvi, Project Leader
Email:Kristina.mustajarvi@gmail.com
Website:

Target:

Sweden

Keywords:

Competition, Land art, Agriculture, EU, Sweden, 2020, Television, Farmers, Artists, Project 2013

European Farmer Design Competition

The European FarmerDesign Competition brings together the art world and the world of farming, creating an innovative communication tool to highlight DG Agri and Europe's most important themes and innovations in sustainable agriculture and the development of rural areas in a spectacular way.

Each year European FarmerDesign competitions will be held, originally in Sweden and then in other EU countries, over a period of six years, inviting participants to create land art in their surroundings. In 2020, the winning land artworks will compete in an international television event: The European FarmerDesign Competition. This platform will not only give agriculture a new and exciting face but will also generate funds for a grant to young farmers thanks to money raised from the contest voting via text message.

Prior to the 2020 televised competition, competitions will be carefully documented, filmed and shared through social media, Youtube and the official website. Each competition is treated as an art opening and visitors will be taken by helicopter to see first-hand, the land artworks and surrounding countryside.

Personal stories surrounding the artists’ and farmers’ cooperation, networks with local farming organisations as well as the local communities involved will be documented and used as the ground material for the televised event.

On a local, regional level, the objective is to strengthen cooperation between farmers and their community, contributing to the development of rural areas, building local pride and new avenues of networking between the culture sector, youth sector, farming sector and political sector. On a larger scale, through the media and televised event, the objective is to develop a platform where agriculture and rural areas are given a higher status and create interest and awareness for the great diversity and creativity in the EU.

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Communication to the public

Festival with participants from various countries promoting local food quality through culinary exchange and an atmosphere of celebration
Contact:Giuseppe Luongo
Email:arch.luongo@libero.it

Target:

EU-Member States

Keywords:

European Festival of local Food, Local food quality, Gastronomic recipes, Origin, Photo and video report, Exhibitions, Euro-Mediterranean food culture, Host families, Atmosphere of celebration, Networking, Project 2012

European Festival of local Food

The "European festival of local food" is a project under the title, "Cultural Diversity in the process of European integration”. It has the aim of highlighting the many practices of production, processing and distribution of agricultural products that, in many rural areas of Europe are shaping up as viable alternatives to the increasing standardization linked to the spread of globalized and industrialized agriculture paradigm. The "European festival of local food" aims to promote local food quality through the dissemination of knowledge, in an atmosphere of celebration. The festival is linked to the EcoAgroCluster project, whose aim is to promote existing competencies in the area of food production, technologies and marketing and to enable networking among industry participants.

The event is open to the general public and primarily uses an internet platform to create an online community (social network) for the exchange of information and communication between all members. Companies participating in the festival will offer gastronomic recipes traditional in origin, addressing the following topics: 1) the history of the place of origin of the company, 2) natural features and agricultural land and description of the production method, and 3) architectural work, landscape and environment.

All participants from different European countries will be hosted with the families of the village in order to learn as much as possible about the customs and values of the host population. One of the possible additional benefits is the growth of awareness of active European citizenship. The food festival is a celebration of centuries of Euro-Mediterranean food culture, and this experience is highlighted through the formation of a unified European identity based on common historical experiences and culture and the recognition of shared values. The project allows the opportunity to select farms from all European states to meet in an atmosphere of celebration and share ideas while tasting typical recipes.

There will also be conferences, exhibitions, and performances. Culinary activities will take place in both mobile kitchens and in dining rooms. Each major activity will be recorded with a photo and video report and will be put on-line on the web portal in order to disseminate the results. There will also be a special video report to be published on the main web channels.

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EU co-financed actions

TV and radio programmes on Common Agricultural Policy broadcast in Trentino and Emilia Romagna regions
Contact:Giancarlo Orsingher
Email:europedirect@iasma.it
Website:www.fmach.it/

Target:

Italy

Keywords:

TV programmes, Radio programmes, Common Agricultural Policy CAP, Trentino, Emilia Romagna, Agriculture students, EU institutions, Training sessions, DVD, Project 2012

Europe in the field (Europa in campo)

The project chiefly focussed on weekly TV and radio programmes about the Common Agricultural Policy. They were broadcast between September 2011 and April 2012 on regional stations in the Trentino and Emilia Romagna regions. Each TV episode was 15 minutes long and was organised into four sections: 1.the CAP’s evolution; 2.the new CAP in 2014; 3.local projects funded by the CAP; 4.the CAP and citizens. The radio programmes (3'30" each) were adaptations of the TV episodes.

Two groups of students of agriculture from Trentino and Emilia Romagna participated in special training sessions on the EU, the CAP, journalism and interviewing citizens. A study visit to Brussels to discover the agricultural aspects of the work in the EU institutions concluded the training activities.

The main objective of the project was to inform citizens about the CAP; a secondary objective was the training sessions about the CAP with two groups of students. The communication strategy also comprised of social networks, partners’ websites and Youtube. The most important deliverable is a double DVD which brings together all parts of the TV programme related to the CAP’s evolution and with the interviews with citizens. The DVD was distributed to the Europe Direct Information Centres in Italy to be used in their information activities with other students and citizens. We also distributed the DVD to many agricultural schools as it’s a useful didactic tool that can be used for years. The project was also presented at public events (fairs, etc) at national level.

A creative aspect of the project comes from the direct involvement of students and citizens: the former worked as ‘journalists’ interviewing the latter on the CAP and other EU topics. An innovative aspect is the creation of a new tool to inform future citizens and students about the CAP: the DVD with a simple ‘history’ of 50 years of the CAP. This tool could eventually be translated into other languages by the European Commission. Moreover, all the editions of the programme are available on Youtube.

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Communication to the public

Campaign to reduce anxiety of Croatian farmers about changes to agriculture following accession to EU
Contact:Leticija Hrenkovic
Email:leticija.hrenkovic@apprrr.hr
Website:zpp.apprrr.hr/

Target:

Croatia

Keywords:

Farmer anxiety, Croatia, EU accession, Benefits, Agriculture, CAP, Changes, Information, Integrated marketing campaign, EU referendum, Project 2013, Finalist 2013, Winners 2013

Europska budućnost hrvatskog poljoprivrednika - European future of Croatian Farmers

2nd Prize in the category ‘Communication to the public’ of the CAP Communication Awards 2013

The communication campaign was designed to lessen farmers’ anxiety about reforms to agricultural support in light of Croatia’s accession to the EU and to achieve positive acceptance of the changes that will occur with the implementation of the CAP.

Given that research had shown a low awareness of what awaited Croatian farmers in the EU and the decreasing support for EU membership among rural communities, the aims of the campaign were: to inform farmers and rural opinion makers, as well as the general public, of the CAP's benefits; to familiarise farmers with the Direct payments scheme, Cross Compliance requirements and all other payment transaction issues that will change the future of their agriculture business; to raise awareness and improve access to information on EU funding for Rural Development projects; to portray the CAP as a consumer policy with benefits for the broader public, regarding food safety.

An integrated marketing campaign was implemented with an optimal mix of communication disciplines: advertising and event management. To achieve the campaign’s objectives, different tools and channels of dissemination were used including: audio-visual ads, a documentary, conferences, topical publications, website, outdoor advertising, and traditional media tools (press releases, articles).

Attention was paid to the timing and locations of the campaign. TV ads were broadcast in parallel with the national campaign on EU referendum in order to boost the turn out amongst the rural population. To reach the target audience, banners with short messages on the CAP were placed on local public transportation (trams and busses) and in local veterinary institutions, as well as health institutions (offices of general practitioners) – places frequently visited by the (older) rural population.

According to phone surveys conducted before and after the campaign, there was a noticeable increase in the proportion of the farmers who stated that they knew exactly all or at least some of the changes that would occur in agriculture (40.8 %). Almost half of all respondents (46 %) have seen the TV and Radio ads ‘European future of Croatian farmers’. The result of the EU referendum was positive – out of 43.5 % voter turnout, 66.2 % voted YES

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Innovative communication

Video from German Federal Ministry of Food, Agriculture and Consumer Protection explaining the CAP and its relevance in the EU agricultural sector
Contact:Gunnar Hansen
Email:g.hansen@mediacompany.com
Website:www.bmelv.de/gap

Target:

Germany

Keywords:

German Federal Ministry of Food Agriculture and , BMELV, YouTube, EU’s agricultural policy, CAP reform, Consumers, Sustainability, Rural development, Unusual images, Schools, Real food, Interactive quiz, Students, Project 2012

Explanatory video: ‘What is the EU's agricultural policy?’ (Was ist eigentlich die EU-Agrarpolitik?)

What does our breakfast have to do with EU agricultural policy? Using this question as a starting point, the German Federal Ministry of Food, Agriculture and Consumer Protection (BMELV) published an interactive and accessible video entitled ‘What is the EU's agricultural policy?’ in December 2011 on YouTube and on its website www.bmelv.de. It was produced at the time of the CAP reform process. The seven-minute long video addresses consumers’ specific interest to know what's behind the agricultural products they might have for breakfast, and the video is accompanied by an interactive quiz that allows the viewer to test their own knowledge. The ‘Media Company - Agency for Communication GmbH’ was responsible for the idea, concept and production of the video.

The video is aimed at students, as well as web users who as of yet knew little about the EU’s agricultural policy. The video intends to provide basic information about the CAP and the key points in its development, as well as why the CAP is necessary for a well-functioning agricultural sector in the EU. The aim is also to support the formation of public opinion, and allow people to see the link between the CAP and their everyday lives, and what the effect of reform would be – for agriculture, rural development, sustainability and consumers. The speech should be as straightforward as possible, and the aim is to make the topic tangible. The food in the video is real to strengthen the emotional level, and the information provided is informative and visually attractive.

The video was seen around 7 900 times exclusively on the BMELV YouTube channel alone (as of October 2012), making it by far the most watched video of the Ministry. In addition, the video could be watched via the BMELV website, and it was shown at events and public presentations in schools. The high quality and at the same time, unusual aesthetics of the film made it interesting for viewers.

The video shows that with attractive simple visual materials a complex subject such as the EU agricultural policy can be made clearly understandable and interesting for a general public. The video has high-quality design, as well as surprising and unusual imagery produced from real info-graphic elements, which serves to break video viewing habits and clarify complex topics in an exciting way. The questions of the quiz guide the viewer onto the next chapter. The video excels for its long-term nature: it will remain relevant and informative for many years to come.

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Communication to the public

An interactive farm site in Dublin with over 1 million visitors annually - educational programme for schoolchildren and themed events
Contact:Dr. Vanessa Woods
Email:vanessa.woods@agriaware.ie
Website:www.thefamilyfarm.ie

Target:

Ireland

Keywords:

Family Farm, Agri Aware, Dublin Zoo, Themed events with industry, An acre of fun representing an island of farming, 1 million visitors, Food and farm, Irish agriculture, Information boards, School curriculum, Healthy eating, Campaign, Project 2012, Finalist 2012, Winner 2012, Winners 2012

Family Farm, developed by Agri Aware and Dublin Zoo - An acre of fun representing an island of farming

1st Prize in the category ‘Communication to the public’ of the CAP Communication Awards 2012

The Family Farm is an interactive project developed by Agri Aware and Dublin Zoo, with the slogan “An acre of fun representing an Island of farming”, started in May 2010. It is a physical farm site - allowing for 1 million people per year to visit and learn about the importance of Irish agriculture to produce quality food in a sustainable, environmentally and animal friendly way, promoting food security, biodiversity, and employment. There is the opportunity to learn about dairy, beef, sheep, goats, pigs, poultry, crops first hand through information boards and posters, and the visit is linked to the school curriculum so easily suitable for school visits.

The aim is to deliver relevant educational programmes with Agri Aware’s patrons from the Irish agri-food industry to the 1 million visitors who visit annually. The audience was reached via the launch of the Farm and then its first year birthday, as well as through broadcast and print media, press releases, magazines, TV and radio shows, information packs, websites, and social media. The Family Farm also boasts many activities including interactive themed events with industry - Meet the Farmer, Healthy Eating, Farm Safety, Dairy, Harvest Festival, Heritage Week, Xmas market, Butter churning.

Family Farm is an original idea, being the first joint venture Dublin Zoo ever undertook with an external body. It is the smallest farm in Ireland and the only farm located in a Zoo with 1 million visitors per year and a novel concept being an acre of fun representing an island of farming. Family Farm will continue to accrue many monetary and non-monetary benefits in coming years and has exceeded communication objectives. Family Farm’s aim was to improve the public perception of Irish agriculture and will have communicated to roughly 12 million visitors after 10 years.

Visitors learn to connect food and farm, about quality, safety and traceability of Irish food sustainable produce under highest environmental, animal welfare standards. By visiting a physical farm with educational programmes, the importance of Irish agriculture is communicated.

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Communication to the public

Website and farm visits to teach children about food origin, answer questions, see farm animals, and improve image of farming
Contact:Rick Houweling
Email:rick.houweling@home.nl
Website:www.mogenwijwatvragenboer.nl

Target:

Netherlands

Keywords:

Mogen wij wat vragen Boer, Farmer can I ask you something, Young people, Children, General public, Website, Information, Questions, Environment, Real-life farm, Taste products, Campaign, Project 2012

Farmer can I ask you something?

The project ‘Farmer can I ask you something?’ (‘Mogen wij wat vragen boer’) aims to give information about farmers and their organisation/business to the general public and help to improve image of farmers and let children know where the farmer produce come from. People can look into the stables and ask questions to the farmer and see the animals in all stages on the farm. There is the overall objective of helping to improve the image of the farmers in general.

The project started when the organiser was just 14 years of age and was able to get a lot of people to visit the farms and let the public experience the real farm-life. This kind of openness on farms was unseen before and the public got the chance to see the complete farm (cows, pigs, deer or goats etc.) and could ask any questions they wished to the farmers. The people could also taste products from the farmers.

The project was received very well by the public, received very good feedback and the public was very positive about the openness of the farmers and got a good impression of the working of the farm. A lot of people, adults and children visited the farms were very pleased. Also the farmers were very happy with the event. Another outcome was that the public were able to see the welfare of the animals on the farm and who the farmers were that are actively involved with the environment.

This project shows how with limited but dedicated effort, young people can create a movement and positive influence about farmers and how they care about the animals and the environment.

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Innovative communication

A land art project in Sweden to raise concerns of farmers and rural areas and increase attractiveness of countryside – farmer artist cooperation
Contact:Kristina Mustajärvi
Email:kristina@bondedesign.se
Website:www.farmerdesign.eu

Target:

Sweden, EU-Member States

Keywords:

Famer Design, Rural development, Land art, Sweden, Sachsen Anhalt, Exhibition, Helicopter, Farmer, Artists, Art in fields, Tourism, Giant artworks, Energy solutions, Food production, Environmental issues, Local produce, Community, Västra Götaland, Project 2012

FarmerDesign

Famer Design is a land art project – the creation of giant works of art that can be appreciated from the sky and that use fields as a canvas. The objective of FarmerDesign is to use art as communicative tool, and in doing this, increase the attractiveness of rural areas, an aspect of cultural tourism. DG Agriculture is celebrating 50 years and it’s important to raise the concerns of farmers and rural areas and create a meaningful, innovative information measure, which can be spread throughout Europe. FarmerDesign is the perfect marketing tool to lift these issues in a spectacular way and help create a positive image for our rural areas.

There have so far been two competitions in FarmerDesign. In 2010, the competition was a local competition between Hjo, Götene and Grästorp with nineteen participants. Region Västra Götaland financed the activities where the farmers were given guidance by established artists – this greatly increased quality of the artworks. The joy, the pride and the enthusiasm of all involved, their families and citizens has strengthened each community. There has been a lot of interest shown from the media (radio, TV and press), which included reports from the competitions as well as images of the artwork – and these photos were shared worldwide. The farmer-artist teams worked on different themes, including: environmental issues, energy and locally grown products.

The target audience for the artworks is the media, opinion makers, farmers and the general public. Other target groups that will be reached during the exhibition and social media activities will be young people, schools and university students. The project brings together two branches that do not traditionally work together – the art/design communities, and the farming communities. All artworks have been photographed from a helicopter, and there have been helicopter vernissages arranged. There have also been meetings with the farmer and artist, with locally grown food served.

There were 29 big artworks produced used the natural elements - air, water, earth and fire – involving 26 farmers and 10 artists. The project received roughly 6 000 visitors, and there were approximately 100 articles in local, regional and national press. There was also approximately 20 TV and radio broadcasts, and some 5 000 visits via Internet and social media. Public opinion and policymakers were impressed by the work achieved - it was unexpected that artists and farmers could work together to produce such a good result. The largest focus has been on wind and ecological production, since the chosen themes highlighted issues about energy solutions and also food production.

The main message of FarmerDesign is that farming is a highly creative profession and the future of EU. The art work will be available through media, digital media and exhibitions allowing many people to take part in this project. In 2011, we invited the region of Sachsen Anhalt, Germany and they produced their own art work (a bear) - the purpose is to expand our network and our aim is to be able to make a project all over EU with final exhibition in Brussels. This work highlights the important issues for boosting rural development and to share knowledge about the world of agriculture.

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EU co-financed actions

Communication campaign in Central Region, France to highlight agricultural professions
Contact:REGION CENTRE
Email:florence.gauthier@regioncentre.fr
Website:www.jeunesocentre.fr/

Target:

EU-Member States

Keywords:

Communication, Common Agricultural Policy CAP, Central Region, France, Agricultural professions, Young people, Posters, Short films, Competition ceremony, Project 2012

Farmers, seeds of the future (Agriculteur, graine d'avenir)

The project, carried out from May 2011 to April 2012, was a communication campaign on the Common Agricultural Policy. Carried out by the Central Region, France, it was part of a call for proposals launched by the European Commission to help explain and educate the public, especially young people, on the CAP and its issues. The action was aimed at highlighting agricultural professions and their variety with the help of visual materials designed by young trainees. The project was completed in six departments of the regional territory, but its scope was international.

The main objective of the action was to promote agricultural professions and their diversity through visual aids developed by young people in agricultural training in the Centre region. In a competition, students from ten classes made posters and short films. They expressed their vision of the agricultural sector and its professions, as well as their perception of the CAP. The contest was to get them to understand European politics in a different way. Their work was disseminated during a competition ceremony as part of the regional conference on the CAP and was then posted on the project website. The best posters were the subject of a poster campaign in five major cities of the regional territory. Finally, during a trip to Brussels, the winners explained the message behind the posters to representatives of the European Commission.

The innovation of the project was down to the fact that the organisation of the competition and initiative was left to the young people and their creativity was solicited for the development of the visual aids. Not only did the young people generate reflexion on their profession, they also discovered and learned how to create a professional visual product.

This information campaign has helped to reach 14 200 direct beneficiaries (students, teachers, professionals). The communication campaign has also reached nearly 862 000 people, or 41.5% of the regional population aged over 15 (4 200 site visitors, 270 300 TV viewers, 180 500 readers of the press and 407 000 people targeted by the urban posters). One of the conclusions of the action information was: agriculture today is important because it nourishes and protects the planet and Europe is the appropriate level of response to address the major issues.

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Communication to the public

Food production project in Apulia region Italy aims to promote short supply chain and lead to rural development by agricultural diversification
Contact:Antonella Caggese
Email:a.caggese@meridaunia.it

Target:

Italy

Keywords:

Farmers’ Markets, Short supply chain, Closed-circuit, CAP, Campaign, Family of the farmers, Food production, Apulia region in Italy, Rural development, Open days, Business activity, Income, Project 2012

Farmers' markets

The Farmers’ Market project aims to promote the importance of a short supply chain or a closed-circuit in food production, through “farmers’ markets” as a business activity. This encourages the direct and social relationship between farmer and consumer, produces a cut in final product pricing, as well as providing a way to diversify the farmer’s income, through multi-functionality in agriculture. The project is to last 12 months in the Apulia region in Italy and will disseminated via informative conventions, open days, meetings/workshops, conference, press releases, automated and paper newsletters on web, press, TVs, radios, web TVs and social media.

The project is being carried out under the instructions of the Local Action Group “Meridaunia”. Concrete initiatives include 15 meetings at primary and secondary schools, one press conference, one open day (teaching-informative event), production information material (paper and online) to present the advantages of farmers’ markets and a short supply chain, and three information conventions.

The target audience is family of the farmers, primary and secondary school children and their families, institutions, and trade associations. The key result hoped for is to spread a culture of buying wholesome products which have a guarantee of being healthy, cheap and fresh. The campaign also has an “environmental” aspect – promoting the idea of a lesser impact on the environment due to cuts in freights and packaging. Moreover, links are being made between organic and non-conventional forms of farming with rural tourism – such as the development of farm holiday centres and teaching farms.

This project has at its heart an important subject of the CAP – promoting and boosting the whole economic differentiation and activities carried out by farms. The results will be in the events organised at various locations, as well as communicating about these events through social media; websites, and TV.

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EU co-financed actions

Farmers markets in Romania to promote understanding and support of Common Agricultural Policy

Target:

Austria, Bulgaria, France, Hungary, Netherlands, Poland, Romania, Slovakia, Slovenia, Spain, Sweden, United Kingdom, Albania, Georgia, Macedonia, Moldova, Serbia

Keywords:

Farmers market, Common Agricultural Policy CAP, Romania, Fundatia ADEPT, Sustainable agriculture, Communication, Project 2012

Farmers markets to raising awareness of Common Agricultural Policy support for sustainable agriculture

EU accession was seen as a threat in Romania to local food production and sales, threatening markets for small-scale farmers and local food for consumers. In summer 2011 Fundatia ADEPT carried out a project using traditional farmers markets, linked to modern branding and promotion, to create media interest and using the news stories to promote the key messages that the Common Agricultural Policty supports sustainable agriculture and employment in rural areas. The objective was to help the Romanian general public understand how the CAP is not a threat to Romania’s traditional rural culture, but is a potential support.

This media strategy was successful beyond expectations. Farmers markets developed by Fundatia ADEPT in the past were primarily aimed at selling food products of small-scale producers but had attracted considerable media attention. The strategy was therefore to use the three high-profile markets as a tool for communication of information. As a result, the message was passed directly to over 55 000 people who attended three farmers markets, by personal contact with project staff and small-scale food producers. More significantly, the message was conveyed indirectly via print, radio and TV media to over 1.3 million people in Romania.

Thus, this proved to be very cost-effective method, delivering a message to a wide audience by creating a news story rather than by paid advertising campaigns. Even more important, subsequent questionnaires revealed that the message was trusted by the public more than advertising campaigns, because it was news supported by evidence from producers and markets. The views of Romanian small-scale producers, and of consumers, have altered as a result of this campaign. Citizens feel more confident to sell and to buy local food directly than before. And the EU is recognised as supporting local sales and short food chains.

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Communication to the public

Copa-Cogeca campaign around EU Agriculture Ministers meetings to present demands for quick political decision on CAP reform

Target:

EU-Member States

Keywords:

EU Agriculture Ministers, CAP reform, Cooperatives, Survival kits, Negotiators, Future of agriculture, Project 2013

Farming Counts Campaign

On the day of an EU Agriculture Ministers meeting, 13 May 2013, Copa-Cogeca launched the Farming Counts Campaign on farming and the CAP, distributing leaflets and tomatoes from their cooperative members. The actions aimed to highlight the demands of Copa-Cogeca for a quick and beneficial decision on the new CAP and the importance of farming and cooperatives to meet the growing food demand.

Copa’s Vice-President Mr Ramos and Copa-Cogeca Secretary-General Pekka Pesonen also met with the Irish Council President, Simon Coveney, to present the demands and offer the tomatoes.

Later on 24 June, a press conference was held and 1 000 survival kits containing good quality European produce from Copa-Cogeca’s members were distributed to decision-makers and the public at the EU Agriculture Ministers meeting in Luxembourg. On September 16, just before a final deal on outstanding issues on the new CAP was reached by EU negotiators, a Copa-Cogeca cocktail reception was held in the European Parliament for over 200 people and hosted by MEP Paolo de Castro to celebrate the future of agriculture.

The objective of the Farming Counts Campaign was to promote a positive and modern image of farming and increase the understanding of the CAP. The desired objective was also to raise awareness of Copa-Cogeca and to underline our key demands on the future CAP to EU decision-makers and the media.

In addition to promoting the campaign via distribution of produce and leaflets and high-level meetings and events, Copa-Cogeca also disseminated campaign information on social media, the web and through posters placed in key metro stations in Brussels.

The project was successful as it achieved the desired response at an acceptable cost. It increased awareness of farming and the CAP amongst the target audience as it was well reported in the media and promoted on Facebook and Twitter. Around 20 million people a year pass through the metro stations where the posters were placed and there was positive feedback on the posters from EU officials and the public. The distribution of produce in Luxembourg was well attended and reported on TV and in other press. A political decision on CAP reform was achieved during the campaign which was a key objective of the project.

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Communication to stakeholders

The Farming for Nature campaign activated public opinion in Europe to help negotiate the Common Agricultural Policy reform
Contact:WWF
Website:www.farmingfornature.eu

Target:

EU-Member States

Keywords:

CAP, Common Agricultural Policy reform, WWF, BirdLife, EEB, Social media, Greening of direct payments, MEPs, Agricultural Committee, Environment NGOs, Green CAP, Public, Project 2013

Farming for nature

Farming for Nature is a campaign with the aim of overturning the harmful positions of the European Parliament Agriculture Committee in January 2013 and further negotiating the Common Agricultural Policy reform. 45 environmental NGOs from across Europe teamed up to activate public opinion and overturn the proposals which were to be voted on in Plenary in March 2013.

Priority issues which environmental NGOs aimed to overturn comprised of the large number of exemptions introduced in the greening of direct payments, the illegal double subsidies and the watering down or deletion of half of the requirements for farmers to comply with EU law when receiving EU subsidies. Environmental NGOs furthermore aimed to get better support for High Nature Value and organic farming systems.

It was decided that the best chance to reach the public was through social media. The results were staggering. More than 86 000 European citizens reaching out personally to the MEPs due to vote in the space of 12 days. In total, over 120 000 citizens clicked through the site and were informed of the threats rural areas across Europe are facing, and as a result, during the 13 March vote the Plenary made several improvements to their negotiating position.

A micro-site was developed where citizens could easily and directly contact their MEPs. The website was tailor-made and available in France, Germany, Italy, Poland, Romania, Spain, Sweden, and the United Kingdom. A generic site was provided in addition for other European Union countries. Through the portal citizens could sign up for the email action and send a message directly to their MEPs. Supporters were also invited to share the website within their personal networks on Twitter, Facebook and by email.

Considering the active participation of 45 environmental NGOs, the project was highly cost-effective, since the costs for individual organisations were very low and the outcomes extremely positive. In total, there were 15 710 shares of the website on social media with more than 32 000 clicks. The plenary successfully rejected (by 378 vs. 296 MEPs) the proposals from the Agriculture Committee to water down the general rules on greening of direct payments. It furthermore rejected the proposal from the Agriculture Committee to introduce illegal subsidies. Out of the 17 amendments on requirements on basic EU law 12 were voted according to environmental NGO recommendations.

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Communication to the public

Farm in Paris to bring agriculture to a wider urban public

Target:

France

Keywords:

Farm, Paris, Small-scale farmers, Agriculture, CAP, Market, Film, Forum, Communication tools, Wider public audience, Project 2013

Farm in Paris - Ferme à Paris

La Ferme à Paris took place on 31 May and 1 June 2013 in Stalingrad square, in the heart of Paris. It was the launch event for the campaign ‘Envie de Paysans’ (campaign to support small-scale farmers) which aimed to give urban and rural dwellers the opportunity to discuss agriculture and the CAP. Thanks to the large number of interesting events taking place over the two days, a large and diverse audience was reached.

The farm in Paris included activities and demonstrations such as a farmers’ market comprising 50 stalls selling a range of high-quality produce from all over France; an educational farm; projections of films on the theme of agriculture, including one on the CAP; a speakers’ corner allowing farmers and associations to present their initiatives; a citizens’ forum to brainstorm ideas; and a communal picnic.

A range of tools were used to communicate the event, principally web and social media but also targeted advertising, partnerships with institutional actors to act as multipliers, and media relations. Five thousand programmes were also distributed to visitors to the farm. A particularly innovative communication tool was the use of 150 ‘clean tags’ (an ecological way of printing messages on pavements which can then be washed away with water). These were positioned in locations such as metro exits for maximum impact. Following the event, the communication continued via social media posts and articles appeared in social media posts, blogs and in the magazine Campagnes Solidaires.

The number of programmes distributed, visitors to the farm, sales of produce, people present at the film projections, speeches and forums, as well as the campaign’s media presence, demonstrated the success of the initiative. The thought put into the timing of the campaign (which started on a Friday afternoon) meant that links with school classes could be made, reaching out to a young audience. The partnerships established with organisations also allowed for a wider public reach and the creation of beneficial collaborations for future campaigns. The success of the first farm also led to a second similar event in October.

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Communication to the public

Contest from APF CR in Czech Republic to select five best farms among APF members every year by a jury – organisation of visits on awarded farms
Contact:Veronika Kutilova
Email:veronika.kutilova@asz.cz
Website:www.asz.cz/

Target:

Czech Republic

Keywords:

APF CR, Farm of the Year contest, Farm Festivals, Families with children, Kids, Competition, Awarded farms, Ministry of the Agriculture, Park Tri Veze, Visitors, Campaign, Project 2012

Farm of the Year 2010/2011 - Farm Festivals for the Families with Children

The APF CR has been organising the Farm of the Year contest since 2002. The best five farms among the APF members are selected every year by a jury. The main aim of the contest is to show to a wide agricultural and non-agricultural public that a Czech farmer managing his family farm can not only be a successful entrepreneur and satisfied person but also a proud and free citizen having a positive influence on his town and region. The project as a whole aims to improve the image of agriculture and rural development among the general public. In early 2010, there was the idea to present the farms through public festivals, are aimed at young people and children – in particularly young urban families with children. The APF cooperates with the Ministry of the Agriculture and with the Park Tri Veze to organise the Farm Festivals for the Families with Children - the venue of these Festivals are the award-winning farms.

The results are published via the channels of the APF CR is the competition and the awarded farms are introduced in many professional magazines, on public television and other media. Festival visitors can experience life on the family farm, and children can learn about agriculture and its products through workshops. Within two years, the festivals took place on twelve farms and were attended by a total of about 50 000 people. The project should continue in years to come.

The first part of the project, the contest, has been very successful over the long term. The success in the competition is very prestigious for the participating farms, media interest is growing annually and successful farms are often presented as a positive example in many media. Competition also enjoys the interest of politicians – and the Prime Minister assumes the patronage. Also in 2010 and 2011, we combined the ceremony with the announcement of the greatest bureaucrat of the year. It was selected between the institutions by public survey and the objective was to highlight on the excessive bureaucracy in the agricultural sector.

For the second part of the project - farm festivals, this can be described as very successful as well. The festival took place on a total of twelve farms and the total number of visitors reached around 50 000 people. The venues of the festivals were selected in regions close to large cities, but equally distributed all over the country and on different farms. The reactions of visitors were very positive and there was large benefit for farmers themselves as well.

The innovativeness of the project lies precisely in the linking of the competition with the festivals. The big advantage of the project is the possibility to transfer and realize it anywhere else within the EU or even within the world. We believe that this is the right way to reach the public and to propagate the agriculture and rural areas.

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Innovative communication

The farmsUp! campaign promotes agricultural entrepreneurship and innovative mindsets in Greece
Contact:Jens Koslowsky, Senior EU Affairs Manager
Email:koslowsky@militos.org
Website:

Target:

Greece

Keywords:

Entrepreneur, Innovation, Agriculture, Mindset, Economic growth, Greece, Employment, Project 2013, Finalist 2013, Winners 2013

farmsUP! - Fostering the emerging agro-entrepreneurial culture through dynamic training solutions

3rd Prize in the category ‘Innovative communication’ of the CAP Communication Awards 2013 & Special prize of the public 2013

farmsUP! is an initiative with a twofold aim, firstly to foster an entrepreneurial mind-set and stimulate agricultural entrepreneurial thinking, and secondly to showcase over 22 projects that support and enable farmers to become entrepreneurs. At a time of economic crisis and record unemployment, the Greek agricultural sector offers great prospects for economic growth and job creation that – especially when combined and infused with a sense of entrepreneurship – can greatly contribute to boost exports and investment opportunities. farmsUP! addresses the needs of farmers to stay competitive and become a more prestigious avenue for employment. It promotes EU-funded projects, displaying how the EU assists farmers with training programmes and services.

Over a period of 12 months, an enormously effective communication campaign was planned and implemented that encourages agricultural entrepreneurship. Through a set of interlinked and highly innovative communication activities and events (e.g. an animated interactive game, a photo competition, workshops and a European conference), and the development of a creative website portal, farmsUP! has achieved extremely high visibility in Greece and Europe, taking advantage of communication channels on both the national and European levels.

farmsUP! has contributed immensely to the strengthening of entrepreneurial skills and competencies while stimulating thinking in terms of innovation and agriculture. In Greece, it has evolved into a significant stakeholder for agricultural entrepreneurship and prepared the ground for a long-lasting and sustainable impact, reaching far beyond national borders. farms up! constitutes a successful and inspiring project for the promotion of the CAP, as it signalled a change in deep-rooted beliefs that agriculture cannot mix with entrepreneurship. It has successfully managed to awaken minds, involve and engage a wide range of stakeholders, as well as highlight new possibilities and opportunities for successful agricultural development. farmsUP! undoubtedly constitutes a best-practice example for the innovative and blended approach in its communication.

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Communication to the public

Range of communication activities including mobile farm, ambassadors, farm walks, talks etc to communicate benefits of CAP
Contact:Dr. Vanessa Woods
Email:Vanessa.woods@agriaware.ie
Website:

Target:

Ireland

Keywords:

CAP, Communication campaign, Benefits, Irish public, Mobile farm, Educational activities, Agri Ambassadors, Farming, Agriculture, Farm walks, Talks, Awareness, Project 2013

Farm Walk and CAP Talk

This campaign aims to communicate the benefits of the CAP to the Irish urban and rural public in an interactive and educational way, allowing them to connect the food they eat with agricultural policy. The campaign used a variety of communication tools and channels to reach an audience of all ages including: events, social media, print media, TV and radio broadcasts and websites.

Highlights of the campaign included the CAP mobile farm which toured schools and events in towns and cities, acting as a unique educational resource for primary and secondary schools. Thanks to the mobile farm, children from Dublin city centre were able to come into contact with farm animals for the first time, an event that was filmed by RTE, Ireland’s national TV and radio broadcaster.

Further educational activities included the creation of two CAP Agri Ambassador positions. The ambassadors were present in Family Farm at Dublin Zoo, engaging with close to half a million visitors between June and September 2013. They were there to talk to visitors about the importance of farming and agriculture to the country as a whole and how standards and sustainable farming are supported by the CAP.

Agri Aware Farm walks and CAP talks were also held across the country to communicate the importance of the CAP in delivering high quality, safe and affordable food for consumers. The events were held in the country’s top colleges and research centres and visitors were addressed by representatives from Ireland’s major dairy and meat companies and agri-supply firms.

This multi-disciplinary approach allowed Agri Aware to engage with the Irish population from towns, cities and the countryside. Feedback questionnaires showed the public had a much greater awareness of the CAP following Agri Aware’s campaign. In total the campaign achieved a reach of 6.1m people e.g. via press articles; radio ads; primary level students; visitors to Family Farm; readers of national newspaper advertisements etc.

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Communication to the public

Three documentaries on Best Practices in Rural Development produced by young farmers in Italy were shown at Salone del Gusto, and at a cine-festival
Contact:Federica D'Aprile
Email:f.daprile@ismea.it

Target:

EU-Member States, Italy

Keywords:

Films “New Success Factors”, Documentaries, Best Practices in Rural Development, Young farmers, Italy, Salone del Gusto, Cine-festival, Communication, Campaign, Film schools, Mass media, Project 2012

Films “New Success Factors”

Three documentaries on Best Practices in Rural Development were produced by young farmers who were granted support under EU Rural Development Policies. Films were produced on three farms in Lombardia, Calabria and Emilia Romagna Regions in Italy and will be shown at the Salone del Gusto in Turin 25-29 October, as well as during a small cine-festival.

The objective is to communicate and promote to the public the new generation of young Italian farmers and their best practices. The young directors were selected by audition with the participation of the best Italian film schools.

The aim of the project is to tell agricultural histories through an innovative style and mass media channel. To reach our target audience (the general public) the documentaries will be planned during national and international manifestation and cine-festival, and local TV.

Thanks to the screening of films at Salone del Gusto, in the yellow room, which has a capacity of 600 seats, we reached the first goal of this project: communicating to the public best practices of young farmers. Free participation to cine-festival and broadcast to local television will allow for the project to be promoted to a large audience.

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Innovative communication

A web campaign aiming to facilitate public debate at European level around the CAP reform placing young farmers at the heart of discussion
Contact:Kirsten Haanraads
Email:khaanraads@najk.nl
Website:www.foodpolitics.eu

Target:

Netherlands, EU-Member States

Keywords:

FoodPoliticsEU, Website, European dimension, Future of food, Video blog, Young farmers, National discussions, Food security, Environment, Health, Production, The Netherlands, Greece, NAJK, YFM, Netwerk Platteland, CAP, Project 2012

FoodPoliticsEU

The web campaign FoodPolitics.eu aimed to facilitate a public debate with a European dimension, to contribute to this new vision on the future of our food – taking into account old controversies and constructing a new interdisciplinary vision on food - production, health, environment, landscape and people. From March 2012 till October 2012, FoodPolitics.eu connected online and offline stakeholders and communities from across the European Union. FoodPoliticsEU is an initiative of the Nederlands Agrarisch Jongeren Kontakt (NAJK), the Youth Food Movement (YFM), and Netwerk Platteland, and was facilitated by the Dutch Ministry of Economic Affairs, Agriculture and Innovation.

The target audience was stakeholders and young people involved or interested in the future of food. The main objective was to increase public awareness about the CAP as well as putting the CAP reform on the public agenda by placing young urban professionals with a passion for food and young farmers, who are most impacted by CAP reform, at the heart of the discussion.

The project deliverables were (1) a real-life kick-off event in Amsterdam where the FoodPoliticsEU campaign was launched and the network was built, (2) FoodPoliticsEU website, Facebook, LinkedIn and Twitter-account with (3) numerous blog posts from a diversity of stakeholders involved in the reform of the CAP and (4) a video blog-series from Greece in which the future of food and agriculture was discussed among young urban citizens and young farmers on different themes like food security and environment.

There were roughly 70 blogs and discussions on different themes (market, north-south, sustainability, food security, social issues) coming from different bloggers throughout Europe. There was a blog series (four episodes) from Greece, which received around 5 000 views on Vimeo and about 40 subscriptions for e-mail notification. The Twitter account FoodPoliticsEU received 342 followers and the Facebook account FoodPoliticsEU 148 ‘likes’. There was also a video blog and news item on the YFM and NAJK websites and a LinkedIn group for FoodPoliticsEU, plus about 100 participants at kick-off meeting FoodPoliticsEU, which led to a press release and articles in the NAJK magazine.

The project connected young farmers and young consumers in the debate about the future of food. FoodPolitcsEU serves as a platform in which European perspectives are brought together, based on the recognition that the current development of the CAP connects us all, and that national discussions in member states are in fact part of a bigger discussion at European level. The FoodPolitcsEU website and discussion forum will be continued after the project period and remain accessible to interested audiences throughout Europe.

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Innovative communication

A network of adult education workshops on European food culture
Contact:Benito Otero, Coordinator
Email:foodprint.eu.2012@gmail.com
Website:foodprinteu.blogspot.com.es/

Target:

EU-Member States

Keywords:

Grundtvig, Adult education, Food culture, Heritage, Ecological agriculture, Food fairs, Project 2013

Foodprint.eu

The Foodprint.eu project is part of the EU’s Grundtvig learning partnership programme which aims to promote adult education, knowledge, and skills. The goal of the project is to spread the knowledge of European sustainable food culture and ecological trends, especially for those citizens at high risk of social exclusion. It is based on ‘food as a resource’ being an important part of European heritage. The purpose of the programme’s curriculum is to reinforce a good understanding of food production and consumer practices by studying traditional methods combined with newer innovative techniques while promoting all-inclusive active citizenship towards a sustainable European future.

The project brings together nine different organisations from across the EU and Turkey with common social and ecological values who work with farmers, youth, the elderly, inmates, and others. Local workshops are held which inform about the processing of regional products, biological production methods, energy saving, food preservation, smarter food shopping, healthy eating, and the value of rural life and traditions. The specific and technical language related to food topics is taught and participants are able to meet, produce, buy, cook, and taste

To accompany the workshops, the project is also promoted through a blog where highlights of the activities from across Europe can be shared and viewed and a database of recipes, products, and a food dictionary can be accessed. Additional awareness about the initiative is raised surrounding the workshops and the project via social networking sites, the internet, media relations (newspaper, radio, and TV), and a special video documentary which highlights the project’s achievements. The project culminates with a presence at special events across Europe such as food fairs.

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Communication to stakeholders

Visits by politicians to LEADER projects in rural areas of Halland, Sweden.
Contact:Håkan Eriksson
Email:hakan.eriksson@hylte.se
Website:www.leaderhalland.se

Target:

Sweden

Keywords:

LEADER, Halland, Sweden, Politicians, Stakeholders, Rural development, Common Agricultural Policy CAP, Project 2012

Footprints of LEADER

In order to show politicians and officials the good work that many LEADER projects do in the rural areas of Halland, Sweden, we arranged a one-day bus trip that visited several different projects. The activity was called ‘Footprints of LEADER’. Around 30 politicians and officials participated and learnt more about the LEADER method and practice. They got to see the importance of local rural development and the outcome which is generated when public organisations, local groups and local entrepreneurs collaborate. The projects visited differed from each other and had different approaches and results.

Our goal was to raise the discussion about LEADER and establish contact with politicians and stakeholders. We wanted to give the stakeholders a chance to see the enthusiasm of the project co-workers and give the people involved a chance to meet politicians/stakeholders ‘at home’ to tell their story. We also wanted to give the stakeholders a positive experience of rural development and explain the connection between the Common Agricultural Policy and LEADER.

We reached our target audience of politicians, officials and stakeholders through our networks, personal connections as well as through telephone calls and direct mailing. Through press releases we managed to interest newspapers and the local radio stations. Throughout the event we posted updates of photos on our Facebook page so that our ‘likers’ could follow the event.

This was a new and positive way of addressing politicians and stakeholders, bringing them to the rural LEADER project instead of vice versa. It gave them a glimpse of all the good work that is done and a chance to see the positive effects of LEADER. It also gave us a good chance to talk about the connection between LEADER and CAP, but also the outlooks of the new CAP 2014-2020.

‘Footprints of LEADER’ was very cost-effective - the event was low-cost but it presented opportunities to address politicians and stakeholders with questions and topics for discussion. It also gave opportunities to start talking about the closure of this CAP period and re-thinking strategies for the upcoming period. Through articles in the local newspapers another target audience was reached and hopefully a discussion about LEADER, rural development and the CAP started at various locations throughout the entire region of Halland.

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EU co-financed actions

Cinema spot by Interfel to highlight link between fruit and vegetable sector and CAP

Target:

France

Keywords:

Fresh fruit and vegetables, Common Agricultural Policy CAP, Interfel, Film, Cinema, France, General public, Project 2012

From the ground to the plate with fresh fruit and vegetables. The Common Agricultural Policy at 50! (De la Terre à l Assiette avec les fruits et légumes frais. La Pac a 50 ans!)

The project of Interfel (Interprofessional organisation of fresh fruit and vegetables) is special in its focus on a specific agricultural sector. It comprises of a 30-second publicity spot shown in cinemas entitled ‘From the ground to the plate with fresh fruit and vegetables. The Common Agricultural Policy at 50’. This film celebrates the CAP’s support for the fresh fruit and vegetable sector and all the professions involved in its production (growers, vegetable farmers, cooperatives, shippers, wholesalers, greengrocers, heads of the fruit and vegetable aisles in supermarkets).

Shown in nearly 900 cinemas all across France in 2012, this film aimed to educate the general public and ensure maximum visibility, while enhancing the commitment of the CAP and the efforts supported by professionals in the fruit and vegetable sector in serving consumers. The objective of Interfel was to demonstrate the link between the fruit and vegetable sector and the CAP by associating each shot of a professional in action with a key word linked to the European construction of the CAP - environment, land, jobs, traceability, diversity, flavours and quality.

Interfel chose to project the film in cinemas to reach the general public, particularly young consumers, and to ensure visibility during the year (260 000 spots were shown in total, reaching approximately 60 million spectators). The high quality of the images along with the attention paid to the aesthetics as well as the original soundtrack all contribute to the immersion of the spectator in the film.

This project has been unifying for the fruit and vegetable sector: With the current negotiations of the new CAP and confusion of European citizens and consumers vis-à-vis agriculture, this film was a factor of reconciliation. It was a great success thanks to its authenticity. The making of also reveals the passion that was shared during its production by the Interfel team, the director and the crew.

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Communication to the public

Hungary, film festival, international conference, rural development, family farming, employment, food, poverty, filmmakers

Target:

Belgium,France,Hungary,Italy,Luxembourg,Poland,Portugal,Romania,Serbia,Spain,Switzerland,United Kingdom

Keywords:

International film festival and conference on th, Held in Hungary, Project 2013

Future 2013 – Dokumentumfilmek a vidékről – Future 2013 – Documentaries of the Rural World

The Agraria-Apure Association and the Europe Direct office in Szolnok organised the second edition of the international film festival ‘Documentaries on the rural world’ in Martfű (Hungary), from 24 to 26 October, 2013. Eighty-two films were sent to the festival from twelve countries and the prize winners were then screened at the Balassi Institute in Brussels.

The objective of the festival was to explore new methods of rural development and new solutions, making them accessible for European regions and communities. In addition, an international conference was held as a side event on the topic of ‘Consultation on the role of family farming, key challenges and priorities for the future’. The idea of this side event to the festival came because many films were received which looked at family farming and the role it plays in rural employment, production of healthy and quality food, and in the fight against poverty.

The films and information about them were distributed via a catalogue to be published which includes information about all films. Local TV also showed some of the films and the winners were screened in Brussels. The festival was promoted through discussions with filmmakers and rural development experts. The conference was also promoted through various networks (family farmers, young farmers, the Chamber of Agriculture, the National Rural Network).

The aim of the festival was to show the importance of the often forgotten rural world, and highlight the innovative practices shown in the films. It is hoped that this will generate a discussion about the films among experts and also encourage filmmakers to shoot more documentaries about rural life.

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Communication to stakeholders

European-wide campaign to raise awareness of age crisis in agriculture and encourage public to sign pledge
Contact:Pascale Rouhier
Email:pressofficer@ceja.eu
Website:www.futurefoodfarmers.eu/campaign/

Target:

EU-Member States

Keywords:

Public and political awareness, Age crisis, Future Common Agricultural Policy CAP, Pledge, Presentation of signatures, Dacian Cioloş, Young farmers, Project 2012, Winners 2012

Future Food Farmers

2nd Prize in the category ‘Communication to stakeholders’ of the CAP Communication Awards 2012

The project is a European-wide campaign to raise public and political awareness of the impending age crisis in European agriculture. This campaign calls for generational renewal in the farming sector to be a priority of the future Common Agricultural Policy (CAP), in order to secure Europe’s future, food and farmers. It takes the form of a pledge to sign and is supported by a website. All stakeholders in the food and forestry sector, consumers, politicians, sectorial associations and the general public were invited to sign the pledge.

The conclusion of the campaign was the presentation of the signatures to the CAP trialogue in 2013, represented by Commissioner for Agriculture and Rural Development Dacian Cioloş, Chairman of the Farm Council Simon Coveney and Chair of the European Parliament’s Committee on Agriculture and Rural Development Paolo De Castro.

The project is creative in the sense that it combines different aspects to better communicate: the website includes a written explanation of the campaign, as well as a video 'featuring' the. The video includes European personalities such as Commissioners, Members of the European Parliament, representatives of stakeholder groups and young farmers with each of them reading a sentence of the pledge. In addition, the website includes a page where testimonials of European personalities, including Commissioners, can be seen. Another page makes it possible for anyone to sign the pledge. This combination of written information and video information makes the website of the campaign innovative and creative. The campaign is also live on Facebook and Twitter.

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EU co-financed actions

Video game aimed at youth in Cuenca, Spain to improve knowledge of CAP
Contact:Carmen Santisteban
Email:europadirecto@idccuenca.org
Website:www.idccuenca.org/videojuego/

Target:

EU-Member States

Keywords:

Information campaign, Video game, Common Agricultural Policy CAP, Communication tool, Youth, Cuenca, Project 2012

Get hooked on the CAP

“Coltiv@ la professione” wants to enhance the profession of agronomists and forestry professionals: a profession essential for food production processes and the improving the quality of life. It aims to encourage young people to pursue a university education and a professional career in this field.

The project's goal is to communicate aspects of the profession (the Common Agricultural Policy, food safety, environmental protection, landscape, etc.) to Italian civil society, through the direct involvement of 22 000 Italian agronomists and forestry professionals, thanks to the participation of CONAF (National Order of Doctors of Agronomy and of Forestry) and the involvement of the 18 regional federations and 92 provinces.

Each season certain agriculture-related occupations are promoted by the CONAF press office via a dedicated website, press conferences, brochures, newsletters and posters distributed in all Italian municipalities. Press releases are disseminated to national media, industry and local authorities. The project is further promoted on social media through CONAF’s Twitter and Facebook profiles. Therefore this range of promotional activities reaches a diverse audience, both professional agronomists and forestry professional, and also consumers informed on agricultural issues, European agricultural policy and food safety.

The ongoing project has achieved many of its objectives. It has proved cost-effective thanks to effective management and the direct involvement of the regional federations and provinces, which have been carrying out the project on a local level at no additional cost.

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Communication to stakeholders

Project aiming to promote and develop the Payment for Ecosystem Services (PES) voluntary market scheme for cork oak landscapes in Portugal
Contact:Bernardo Rodrigues Augusto, WWF Mediterranean Programme
Email:brodriguesaugusto@wwfmedpo.org
Website:www.wwf.pt/o_que_fazemos/habeas/

Target:

EU-Member States, Portugal, non EU-Member States

Keywords:

Payment for Ecosystem Services (PES), Cork oak, Ecosystem, Portugal, Sustainable management, Forest ecosystem, Multi-stakeholder partnership network, Project 2013, Finalist 2013, Winners 2013

Green Heart of Cork: Promoting sustainable forest management in Cork Oak landscapes through the engagement of the business sector in payments for ecosystem services schemes

3rd Prize in the category ‘Communication to stakeholders’ of the CAP Communication Awards 2013

This project aims to promote and develop the Payment for Ecosystem Services (PES) voluntary market scheme for the world’s largest area of cork oak landscapes – the first of its kind in Portugal. The project is based on the building up of a multi-stakeholder partnership network aimed at mobilising the joint efforts of landowners that ensure the sustainable management of this important forest ecosystem on one hand, and the private companies that depend, directly or indirectly, on ecosystem services provided by cork oak landscapes on the other hand.

The emphasis was on promoting the engagement of the private sector through the building of partnerships based on mutual trust, and increasing the flow of information through the creation of a common language which promotes the brokerage of knowledge between the private sector and landowners, plus the wider group of agricultural forestry stakeholders that make use of PES schemes. A wide range of communication materials and tools were used to aid the information flow; from reports and field visits to social media actions and media relations.

This project tries to address a major threat that affects the cork oak ecosystem, namely the decline of cork value on the global market due to the growing use of cork stopper substitutes tied with the continual decline in management of cork oak landscapes. Sustainable forest management incentive mechanisms such as Payment for Ecosystem Services (PES) may contribute decisively for reversing bad management and conservation of cork oak landscapes and other forest ecosystems within the EU. The GHoC project aims to contribute to the development and implementation of the new PES schemes in cork oak landscapes in Portugal and Spain, with strong replication potential to other forest ecosystems in the EU, using both private and public funds.

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Communication to stakeholders

Handbook to simply explain the new CAP to farmers in Spain

Target:

Spain

Keywords:

New Common Agricultural Policy CAP, Understanding, Farmers, Handbook, International Fair of Agricultural Machinery of , Spain, Project 2012, Finalist 2012, Winners 2012

Guide to the new CAP

3rd Prize in the category ‘Communication to stakeholders’ of the CAP Communication Awards 2012

The idea of this communication project comes from the publication in the last quarter of 2011 of proposed EU legislation on the future Common Agricultural Policy for the period 2014-2020. Therefore through the ‘Guide to the new CAP’, the most relevant aspects of Community legislative proposals are briefly explained, highlighting the changes and basic concepts. The goal was to make the understanding of the CAP easier for farmers.

This handbook was presented in February 2012 at the International Fair of Agricultural Machinery of Zaragoza (FIMA) and subsequently it has been published in the journal ‘Agriculture’, as well as on several specialised blogs. It has also been promoted through agricultural organisations and several municipalities in predominantly rural areas. The project has had a big impact with 28 000 copies distributed so far throughout Spain to a great reception.

This useful handbook explains the basic lines of the proposal from the European Commission to the negotiations with Member States and the debates within the European Parliament on the new CAP for the period 2014-2020. The document was presented in an innovative format, a small book, in order to make the document as practical and easy to use as possible. Every detail was taken care of: the format, the photography and content, and ensuring a user-friendly language in order to make the message easy to understand.

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Communication to stakeholders

Conference in Opole, Poland to promote healthy eating among children and adolescents.
Contact:Zagola Agnieszka
Email:opole@arr.gov.pl; a.olczyk@arr.gov.pl
Website:arr.pl/

Target:

Poland

Keywords:

Healthy lifestyle, Opole, Poland, Schools, Obesity, Children, Adolescents, Lectures, Art works, Nutritional habits, Community health, Project 2012

Healthy lifestyle - Investing for the future

A one-day conference held at the Public Higher Medical Professional School, Opole, Poland to promote healthy eating among children through lectures on topics such as ‘Programming healthy food in school: possibilities and limitations’ and an exhibition on counteracting obesity in children. Around 240 people attended this conference as well as local media.

There were many creative and innovative aspects of this project including: interesting, visual lectures by important professionals and an exhibition and competition of children’s art works. Regional organic products were also offered free of charge.

The main objective of the project was the promotion of proper nutritional habits among children and adolescents. Although the benefits will be seen in the long-term, an increase in interest in this topic is visible, reflected in the high number of students who participate in Opole initiatives. Currently about 86% of children in classes I-III of secondary school participate in the ‘fruit at school’ initiative and some 46% of children in primary and secondary schools take part in the ‘glass of milk’ initiative. This increases the interest in organic produce among Opole consumers.

The project is a good example of those from different backgrounds working together towards a common goal, namely an improvement in the level of community health, which is a priority of the European Commission. The positive influence of the project has been seen through letters of thanks and congratulations submitted to the institution.

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Communication to the public

Campaign to communicate beneficial role of farming and CAP to society, citizens on a national and European level

Target:

Netherlands

Keywords:

Food production, CAP, Society, Farmers, Citizens, Policy dialogue, Online, Debates, Networking, Project 2013

Het Eetcafé – The Future of Our Food

‘The Future of Our Food’ deals specifically with communication about the production of food in the EU in general, and the CAP and the reforms of the CAP in particular. The campaign has three branches:

• Policy – Society – clarifying agricultural policy for society, particularly urban youth, for them to relate to;

• Farmer – Citizen – showing how CAP funds, paid by European taxpayers, are put to good use;

• European – National – interlinking the national public debate with the European debate.

The objectives of this campaign were to engage young people of diverse backgrounds and to get them involved in the CAP policy dialogue and to raise public awareness of the multiple roles that farming plays in Europe, of the role of the CAP in farming, and of the CAP reforms.

In order to reach the public, various communication tools and channels were used, including web (weekly blogs, monthly online newsletters), social media (Twitter feed and an international brainstorming live chat, Facebook), print media (press releases, production of the glossy magazine ‘Future of our Food’), multimedia material (video blogs, short documentary series), and events (networking sessions, college tour public debates).

‘The Future of our Food’ uses a concerted social media campaign to engage the target audience in an interactive on- and offline debate. Interconnections between the college tour, the blog, Twitter and Facebook are realised by constantly creating crossovers between these different platforms, thus increasing the multiplier effect. The international brainstorming culminated in an AgriChatWorld event on Twitter with over 100 farmers and non-farmers joining for a two hour long online debate.

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Innovative communication

Communication project about EU rural development funding opportunities and CAP in rural Romania through caravan exhibitions and informal meetings
Contact:Gabriel Garban
Email:gabriel.garban@apdrp.ro

Target:

Romania

Keywords:

I know, I do it!, Information caravans, Romania, Rural areas, Communication project, European Agricultural Fund for Rural Development, CAP, Paying Agency for Rural Development and Fishery , "kitchen-table" approach, Eastern EU countries, Terrace, Informal meeting, Beneficiaries, Farmers, Project 2012

I know, I do it - Information caravans

The communication project ‘I know, I do it!’ has the aim of informing the target audience about funding opportunities in the rural areas of Romania through the European Agricultural Fund for Rural Development (EAFRD) and the CAP. One of the most important aspects of the project is the practical approach for teaching the public how to fill in the documents required for submitting projects.

To achieve this aim, there will be 14 caravans, two in every region of the country. The caravans will be for ‘exhibition’ but will also be able to gather 20 people inside in order to have a closer approach. Moreover, in the summer season the caravans will have a terrace outside for informal meetings between citizens and stakeholders. The caravans will also benefit from the presence of recent beneficiaries of the EAFRD with their products. Each caravan, branded with the visuals of the Paying Agency for Rural Development and Fishery (PARDF), will have a team of five people organising and delivering the information. We expect to have at least 3 280 actions completed at national level and over 164 000 persons informed. At every event, the local mass media and stakeholders will be present.

The communication strategy has been adapted to the local needs with a targeted approach. The information will be delivered according to the local economy, level of education and the local traditions. The method will be the ‘kitchen-table’ approach, in order to establish a trustful and non-formal ambiance in which the information will be much more ‘friendly’. The oral information is to be supported by PowerPoint presentations, leaflets, guides, brochures, films and promotional items.

The target audience is farmers, producers' groups, agricultural holdings, local authorities, and consultancy companies – all of these groups are interested in having information about accessing the European funds for Rural Development. The audience will be informed about participation in the presentations by the local media (TV, radio, journals) and outdoor advertisements. A webpage for the campaign will also be created.

The concept of caravans in rural areas is a new approach for Romania, and this kind of direct approach is the best method for the eastern EU countries, although not exclusively in these countries. People are still much attached to traditions and seeing a live example. Moreover, the ‘kitchen-approach’ will ensure a new way of allowing people to understand the concepts of CAP, European funds and the benefits of accessing them. The presence of previous local beneficiaries of the EAFRD with their stories and products is another innovation - this communication project can be said to resemble a ‘mini-fair’ of products and stories.

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Communication to the public

Children’s sport event in Poland to promote healthy lifestyle

Target:

Poland

Keywords:

Poland, Sports event, Children, Healthy lifestyle, Art competition, Project 2013

Impreza sportowa – ‘Jem owoce, piję mleko - W życiu zajdę daleko’ – Sport event – ‘I eat fruit, I drink milk – I’ll go far in life’

A sports event was held in the city of Olsztyn, Poland with over 3 000 children from kindergartens, preschools and elementary schools participating in the event. The goal of the event was the promotion of healthy dietary habits, the popularisation of the school milk scheme and school fruit scheme, the promotion of sports activities and the propagation of a healthy lifestyle, active holidays and recreation among kindergarten and pre-school children.

In addition to the five sporting competitions, children could also take part in an art competition to design the best poster to promote healthy dietary habits. Moreover, during the event, there were also shows of herding sheep, goats, and llamas with sheep dogs as well as a demonstration of bees in a hive. Children could take advantage of a ride in a britzka and of horse and donkey rides as well as try their hand at milking a cow. Children could also taste fresh produce such as pea soup and dumplings with fruit and cottage cheese.

The competition was broadcast by local and regional radio stations and following the event, TV news programmes and the regional press reported on the event.

The event was the biggest of its kind in Poland. The event was met with high interest from parents and directors of educational establishments that were not yet participating in the competition. The information tent onsite was visited by all participant sand supporters; each visitor to the tent received a set of information materials concerning the Common Agricultural Policy and each young participant of the games received gifts such as educational puzzles and school equipment.

The implementation of the event is an example of efficient cooperation between paying agencies, educational establishments, partners, beneficiaries of the schemes and media by using region advantages and connecting sport competitions with the promotion of healthy eating habits. Next year’s edition is already receiving a high level of interest.

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Communication to the public

‘Women in Rural Development’ Thematic Working Group established by Rural Network for Northern Ireland (RNNI) to address female involvement in NIRDP
Contact:Aileen Donnelly
Email:ADonnelly@rdc.org.uk
Website:www.ruralnetworkni.org.uk

Target:

United Kingdom, EU-Member States

Keywords:

‘Women in Rural Development’, Thematic Working Group, Rural Network for Northern Ireland (RNNI), Female involvement in NIRDP, Country Homes & Interiors magazine, Local Action Groups, Opportunities for women, Agriculture, UK networks, Media, Funded projects, Project 2012

Inspirational Women in Rural Development

The Rural Network for Northern Ireland (RNNI) was established in line with the EU Rural Development Regulation to support the implementation and delivery of the Northern Ireland Rural Development Programme (NIRDP). RNNI established the ‘Women in Rural Development’ Thematic Working Group (TWG) to address the issue of female involvement in the NIRDP 2007-2013. The group brings together representatives from Local Action Groups, Young Farmers Clubs of Ulster (YFCU), Northern Ireland Rural Women’s Network and Countryside Services Ltd (CSL).

Aims were to examine the current levels of female participation in the NIRDP; identify good practice projects implemented by women under the current rural development programme; identify approaches and good practices in rural women’s issues; hold a series of seminars and workshops focusing on women in rural development specifically Rural Entrepreneurship; Women in Agriculture (Family Farms); Women on Local Action Groups; to record and report outcomes with the possibility of producing a good practice publication for dissemination to both the local and wider networks and to establish linkages with other rural women’s networks at a local, national and UK level.

The audience was the wider public and rural stakeholders. Three information seminars comprised of a half day seminar each, aimed at sharing experiences and achievements of women involved in project delivery and implementation of the NIRDP 2007-2013. Opportunities for women under the NIRDP were highlighted through a range of inspirational speakers, a showcase of funded projects (exhibitors) and information stands from support agencies. The first event was held in June 2012, entitled 'We’re worth it; inspirational women in rural development', with the Minister of Rural development delivering the keynote address. Subsequent events were held in autumn 2012 with a total of 250 people participating.

Feedback from the events was positive; it was noted that women needed a little basic help and support to get into business or interest in the RDP. The subsequent events were entitled 'Early steps into business' and featured RDP funded projects as well as business coaches, local enterprise agencies, social media experts, Rural enterprise advisors, Farm Family advisors. The TWG also participated in a Focus Group session with the Queens University research team who are at present undertaking 'Gender Mainstreaming the Rural Development Programme: Updating a case study of Northern Ireland'.

The TWG outcomes received great interest in the wider UK networks and were featured by the ENRD. RNNI also published an introduction good practice guide and further guide at the culmination of the TWG - January 2013. The guide was issued to all delegates at each event, posted on website and Facebook as an inspirational guide to those women who are already in business or have an idea to begin one - perhaps planning for the next programme period. In addition the media pitches, in many cases outside the run of traditional media, such as Country Homes & Interiors magazine, have resulted in many of the women being featured in a wide range of media.

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Innovative communication

Poznan area develops culinary agri tourist trail via a young chef competition
Contact:Katazina Razik
Email:k.razik@arr.gov.pl
Website:

Target:

Poland

Keywords:

Culinary, Tourism, Alternative transport, Organic, Chef, Competition, Poznan, Project 2013

Kolej na Wielkopolskie Smaki - Time for Wielkopolska Tastes

This project aims to promote culinary tourism combined with alternative forms of transport in the city of Poznań and the surrounding Wielkopolska region. The long term goal is to establish the area as a culinary tourist trail by promoting the regional tastes, products, and restaurants together with transport methods such as railways, bicycling, houseboating, and Nordic walking. This combination will help boost tourism in the region.

To kick off this initiative, a competition for young chefs will be organised. They will have to prepare local dishes from local ingredients at different locations in the region such as organic farms and restaurants that are accessible via alternative transport. The competition will be promoted via the media (web, TV, radio, and print). The winner will be awarded with the meeting with a chef and participation in a culinary workshop led under Poznan Culinary Academy.

This project uniquely integrates the efforts and communication goals of many partners in the region while offering a new form of tourism which benefits the agricultural food producers. Moreover, activities are aimed at the development of the rural infrastructure by the expansion of the rail grid in the regions covered by the project, as well as other benefits such as jobs and economic growth.

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Communication to the public

Project in Upper Austria combining school visits to farms and school lessons by farmers.

Target:

Austria

Keywords:

Upper Austria, School visits, Farmers, Lessons, Farm excursion, Communication, Project 2013

Kooperationsprojekt: Schule am Bauernhof & Bauernhof in der Schule - Collaborative project: School on the farm and farm in the school

This flagship project, which has seen great success in Upper Austria, comprises two linked sub-projects: the project ‘School on the farm’ (young people visit the farm) as well as the project ‘Food information through lessons by farmers in schools’ (farmers visit the school). In both projects, the farmers appear as authentic communicators of agriculture to children, adolescents and educators. The training for the project (in advertising, public relations, promotion management etc.) is provided by the Rural Training Institute (LFI). The Upper Austrian working group ‘Farm and School’ supplies the contacts of relevant partners and stakeholders to ensure that the project is a success.

The objective of this project is to strengthen the students’ knowledge through the combination of the different elements of the programme – the preparation in school in lessons with the farmer, the farm excursion and then the follow-up back at school with the teacher.

The project is open to young people up to age 18 as well as to people with disabilities. They visit the certified farm and follow different programmes such as ‘From grain to bread’ or ‘From apple to juice’ during which the subjects of food production, environmental protection, and animal welfare are also dealt with. Approximately 1 600 groups participate in the farm visits per year which means around 25 000 young people and teachers take part.

The farmers also come into the schools to deliver lessons on themes developed by the LFI such as vegetable tasting, following the milk trail, following the pig trail, organic cool, kids cooking classes etc.). There are 80 such farmers in Upper Austria and their lessons have reached approximately 4 200 young people.

The communication toolkit for this campaign includes digital media: a website, a newsletter for educators, a Facebook page, a newsletter for schools and farm operations, and advertising in print media and exhibitions.

The success of the project has been in part due to the innovative linking of the two sub-projects, giving the whole project a single branding which has helped it to rise in prominence in the mind of the public.

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Communication to the public

TV documentaries about farmers in South Tyrol adapting to climate change.

Target:

EU-Member States

Keywords:

South Tyrol, Television documentaries, Agriculture, Climate change, Farmers’ strategies, Website, Film festivals, Press materials, Project 2013

Kulturlandschaften Europas – Südtirol – Rural Europe – South Tyrol

This project centres on television documentaries set in South Tyrol and their accompanying materials addressing the following issue: Agriculture in Europe will change significantly due to climate change, which will have a strong influence on local farming. As a result, farmers have started looking for alternatives to adapt to the new conditions and to develop their own strategies to cope with these changes. The documentaries focus on: the mountain farmer family in the National Park; Stilfser Joch, the mountaineer; Reinhold Messner on his self-sufficient farm; the strawberry farmers in the Martell Valley; the winegrowers on the Kalterer Lake and many others. With spectacular images in high definition, the films present their stories – without which South Tyrol would not be what it is today.

The television documentaries were produced in two parts and in German and English. They were broadcast on German television and a website was created to accompany the films. In addition, press materials and DVDs were produced and distributed on an international scale. The films have also been shown at film festivals and other special events (there were projections at NaturVision Film Festival and at the Wildlife Film Festival in Eckernförde).

The aim of the communication initiative was to raise public awareness of the problems of farmers in South Tyrol and to show positive examples of how farmers can operate successfully and efficiently. With the production of our TV documentary and its broadcasting on German television and international distribution of the English-language version, we were able to reach many people who are not primarily interested in agricultural issues.

The project has proved successful judging by the coverage and feedback received as well as the number of website impressions, inclusions at festivals and special events, number of DVDs sold, and the number of countries to which the project was sold.

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Innovative communication

Franchise programme helps NGOs provide microcredit funding and land access to Roma farmers
Contact:Ivan Penov, Project Manager
Email:office@landsoureofincome.org
Website:

Target:

Bulgaria

Keywords:

Roma, Farmer, Land, Access, Microcredit, Funding, NGO, Agriculture, Project 2013

Land Source of Income

Over the past seven years, the Land-Source of Income foundation has worked to design land and farming models for Roma integration into the relatively new environment of the EU agricultural market. The concept is to provide regional NGOs with a franchise style programme which gives them the right tools and capabilities to enable families to become self-sufficient farmers, thus helping them get onto the first rung of the economic ladder through access to land. In addition to land however, the foundation provides participants with working capital, training and continued support from agricultural consultants. The focus of the programme has been on rural Roma communities in the Plovdiv region of Bulgaria and the approach has proven to be successful on a small scale.

To implement the campaign, a ‘franchise’ training programme for NGOs interested in carrying out the initiative was developed. This included a model handbook along with training tools, promotional tools, provision of on-the-ground support, economic and legal support, and partnership development with local institutions and so on.

The overall objective of the foundation is to get more and more NGOs on board implementing projects by using the franchise programme while increasingly growing their microcredit fund and helping and training an ever increasing amount of Roma families. By helping Roma and other disadvantaged groups to become successful small entrepreneurs so they can support themselves, and possibly employ others, the model helps participant families integrate into the free market economy. The investments in knowledge skills and capital will continue to provide income for them for many years.

The NGOs franchising the model have implemented 12 income generation initiatives in their regions. So far they have helped provide income to 30 families. These results also help to change general public opinion about the Roma and their farming capabilities in Bulgaria.

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Communication to the public

Communication campaign to provide information on CAP and highlight its benefits.

Target:

Spain

Keywords:

CAP, Mobile farm, Communication campaign, Vaca Paca, Public interest, Project 2013, Finalist 2013, Winners 2013

La nueva PAC y sus repercusiones en la ciudadani­a europea – The new Common Agricultural Policy and its impact on European citizens

1st Prize in the category ‘Communication to the public’ of the CAP Communication Awards 2013

The campaign, directed at citizens and the general public, aims to improve the results of the Eurobarometer 2012, which highlighted the public’s concerns about food safety, food supply, and the quality and price of products. The goal of the campaign is to bring attention to and inform citizens of the benefits of the CAP, while providing them with more information on the different aspects agriculture has on our world, including those which are functional, cultural, environmental, territorial, social, etc.

The campaign consists of a variety of communication activities and tools, including the distribution of promotional materials, advertising, media relations, and social media presence. The main component however is the mobile farm, which visits different cities, schools, and universities. The mascot ‘La Vaca Paca’ (the CAP cow) accompanies the mobile farm, helping to arouse the interest and curiosity of the public through its sympathetic image.

After five months of the campaign (31 August 2013), it had reached 1 250 000 direct and indirect participants in the territories, representing 2.65 % of the Spanish population. So far, the campaign objectives are being achieved both in terms of numbers and the profiles of the beneficiaries. It conveys the message and campaign activities to the media, to the general population (children, youth, adults and seniors), to rural stakeholders (farmers, technicians, companies and associations) and primary and vocational training.

The participatory nature of the campaign, including use of the travelling farm and other communication tools such as strong social media involvement and use of the mascot as a campaign image, have helped to facilitate dissemination of the campaign’s messages. The campaign’s methodology is also easily replicable for other countries.

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Communication to the public

TV programmes informing on the CAP reforms and its benefits
Website:www.rtve.es

Target:

EU-Member States

Keywords:

TV programme, CAP reform, Greening, European Commission, Benefits, Project 2013

La Reforma de la PAC – The CAP Reform

A series of TV programmes were broadcast as part of the Agrosfera series on the TVE2 channel to inform about the CAP reforms. The programmes followed the discussions, negotiations and voting on the CAP reform in the European Commission; European Parliament and Council of Ministers. The programmes included interviews with farmers, politicians, consumers and experts in Brussels, Strasbourg and on the farms. The programmes also showed examples of ways in which farming is modernising though ‘greening’ and better treatment of the animals with the aim of attracting a new younger generation to the farming profession.

The objectives of these broadcasts was to inform those working in the agriculture sector as well as the general public about the importance of the CAP reform and the best way to profit from the benefits of this common policy.

The channels of dissemination were via TVE2, Canal24h, and TVE Internacional, reaching an audience of about 400 000.

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Communication to stakeholders

An initiative from the European Landowners’ Organization bringing together different stakeholders to present the practical implementation of greening measures
Contact:European Landowners' Organization asbl
Email:elo@elo.org
Website:www.multifunctional-landscapes.eu/

Target:

France

Keywords:

Multifunctional Landscapes Roadshow, Greening measures, Policy makers, Academics, Farmers, NGOs, Solutions, Opinions, Biodiversity, Debate, Road show, Presentation, Project 2013

Les paysages multifonctionnels - tournée européenne - Multifunctional Landscapes Roadshow - balancing farming & environment

The Multifunctional Landscapes Roadshow is an initiative of ELO and Syngenta that aims to bring together different stakeholders including policy makers, academics, farmers, NGOs, and industry, to co-develop a new approach which will provide the opportunity to develop proactive solutions for on farm management of natural resources and biodiversity. The idea is to share and discuss ideas with prominent stakeholders to help shift the discussion from general policy to defining practical solutions.

The Roadshow focuses on presenting the practical implementation of greening measures already adopted by farmers across Europe, and complementing these examples with opinions from policy makers and representatives from the scientific community. It moves the greening discussion from the single measure per field to an assessment of the whole landscape. Followed a launch debate in Brussels, the Roadshow visited six European countries (Spain, Poland, France, Hungary, UK, Italy). In each of these, the greening measures were discussed along with the national agricultural and policy framework.

The Roadshow represents the first step towards developing a growing involvement and joint work at national level, in order to bring forward practical solutions, as well as meaningfully influencing European agricultural and environmental policy. To support the theoretical ideas, when possible national events were followed by a local Pollinator Network initiative for all stakeholders to showcase existing examples of how best management practices can be carried out on the field.

The project showed the interest and understanding of challenges faced by EU agriculture-safeguarding biodiversity is a necessity from an ecological, economic, and a social perspective – all our human endeavours, indeed even our survival, are linked to prosperous biodiversity and ecosystem services. More than 20 000 stakeholders were reached directly and indirectly through this project. It has proved once more the need for an open debate and field visits; and the cost-effectiveness of such events. Therefore in 2014 its partners are planning an additional road show in six more EU countries.

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Communication to the public

“Terra Viva” project presented 30 two-minute radio programmes about LEADER projects in Portugal on Portugal’s biggest radio station, TSF

Target:

Portugal

Keywords:

Live Land, Terra Viva, Radio programmes, LEADER projects, Portugal, TSF, Journalistic, Public awareness, Portuguese National Rural Network Program, LAGs, Rural territories, Specific examples, Project 2012, Finalist 2012, Winners 2012

Live Land

2nd Prize in the category ‘Communication to the public’ of the CAP Communication Awards 2012

The project Live Land consisted of producing and broadcasting 30 short radio programmes (around 2 minutes each), each one presenting a LEADER project, its story, the promoter's opinion, the difficulties, and the importance of LEADER and the Local Action Group that managed it locally. The objective was to raise awareness about the LEADER approach, conveying the message that it promotes integrated development of rural areas, in a variety of different areas. To deliver that message, which is complex, we used the idea that "a tree is known by its fruits" i.e. providing a wide variety of specific examples to explain LEADER. The series of programmes became now by the title “Terra Viva” (Live Land), and the project was supported by the Portuguese National Rural Network Program.

The Local Action Groups (LAGs) were asked select projects that could illustrate a good example of LEADER projects. In order to involve as many LAGs as possible, the 30 selected projects were all from different LAGs. The aim was to show the public the dynamism of rural territories. The projects selected were good examples of public spending that created jobs, diversified the activities of rural economy and improved the quality of life in rural areas.

The idea was to reach as many people as possible, but especially people who are knowledgeable in such areas and could take the role of opinion leaders. To achieve that goal, it was agreed with the biggest news radio station in Portugal (TSF) to broadcast 30 short programmes, during the prime time: 8:45am, about 30 LEADER pre-selected projects. Each story was presented in a journalistic manner, rather than in an advertisement style.

The project had a high impact raising the public awareness about LEADER, its approach and the dynamism of rural areas. This was possible due to the quality of the programmes, and the editorial label of TSF, which provided credibility for the programmes. The project may be considered a best-practice example because it created a way to explain LEADER approach and raise the public awareness about it that proved to be successful and extremely cost-effective. On average, for each programme broadcasted in prime time in the main Portuguese news radio the cost was EUR 1 267.

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Communication to stakeholders

The project answered Romania's small-scale farmers’ need for information and technical assistance to optimise all the Rural Development Programme measures available to them.

Target:

Romania, Norway

Keywords:

Rural Development Programme RDP, Small-scale farmers, Transylvania, Romania, Information and technical assistance, European Agricultural Fund for Rural Development, Fundatia ADEPT, Project 2012, Finalist 2012, Winner 2012, Winners 2012

Local information networks promoting coordinated use of Rural Development Programme measures by small-scale farmers, Transylvania

1st Prize in the category ‘Communication to stakeholders’ of the CAP Communication Awards 2012

The project answered the need of Romania's small-scale farmers for information and technical assistance to achieve an integrated use of all the Rural Development Programme (RDP) measures available to them. Needs were identified: improve access to information, including internet skills: improve coordinated delivery of information on eligibility; improve capacity to implement projects after approval. The project successfully resolved these problems by forming information groups for farmers, packaging information in usable forms, and training for implementation.

The impact of this integrated information project has been remarkable. With a total investment of €700,000, the project has yielded increased local incomes of over €2m per year in the Tarnava Mare area, Romania, having a great impact on local prosperity. In addition, Fundatia ADEPT is cooperating closely with the Romanian Ministry of Agriculture, advising on the current and future RDP learning from these experiences: and has even had an influence on the design of the Cooperation Measure in the legislative proposals for the European Agricultural Fund for Rural Development post 2013, with a view to promoting replication of the action across the EU.

At grass-roots level, this project has increased the uptake, and effective integrated use, of RDP measures. It has demonstrated that the RDP offers the necessary tools to farmers and rural communities, and that the key problem is the effective communication of these tools at national level – and that innovative and integrated communication actions are extremely cost-effective in terms of cost of the actions against their economic impact on farmers and rural communities. Innovative communication has integrated horizontal (information delivery to farmers) and vertical (linking local implementation to national and EU policy-making). We have also demonstrated that farmers will actively work together in associations and cooperative actions when there is business advantage in membership.

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EU co-financed actions

Project in Czech Republic involving public in educational and entertaining activities about composting and biowaste
Contact:Tomas Hodek
Email:tomas.hodek@ekodomov.cz
Website:www.kompostuj.cz

Target:

Undefined

Keywords:

Soil degradation, Land degradation, Good Agricultural and Environmental Conditions (, EKODOMOV, Czech Republic, Biowaste, Composting, Ecological travelling theatre, Interactive communication, Waste management, Slovakia, Project 2012

Opportunity for living earth

The project focuses on the prevention of soil degradation by increasing awareness of the current state of public involvement in activities that promote the prevention of land degradation in accordance with the Good Agricultural and Environmental Conditions (GAEC). The main focus of the project is increasing environmental awareness through a unique combination of education, entertainment, education and culture.

The civil association EKODOMOV focuses mainly on educational and awareness-raising media campaigns on co-operation with specialised organisations, institutions and research organisations in the Czech Republic and abroad. Low-cost activities that have the potential to attract and gain long-term benefits are at the centre of their work. Their activities include the realisation of educational programmes providing information about composting in schools, the arrangement of seminars for teachers and for the general public, the organisation of a contest destined to support home and community composting called “Miss Compost” (Miss Kompost), seminars for volunteer services ‘The Champion of Zero Waste’ (Mistr nulového odpadu), and publishes educational and awareness-raising materials about biowaste and composting. A highlight of the project is the ecological travelling theatre, ‘Vivat Kompostela’, which is primarily aimed at school children and is based on interactive communication with the audience.

All this information is permanently available on www.kompostuj.cz and is also used by companies wanting to streamline their waste management and communities that support the separate collection of biowaste to reduce the volume and cost of mixed municipal waste. The project also includes participation in thematic exhibitions and fairs that appeal to the target group. With a partner from Slovakia, the materials for schools have been translated into Slovak and are now available for environmental education in schools in the Slovak Republic.

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Communication to the public

Campaign with culinary experts and famous ambassadors to increase awareness about benefits of organic produce and EU organic logo in Poland

Target:

Poland

Keywords:

EU organic logo, Culinary experts, Famous chefs, Ambassadors, Grzegorz Łapanowski, TV spots, Healthy lifestyle, Olympian medallist, Consumers, Benefits of organic produce, Stakeholder involvement, Campaign, , Project 2012

Organic food - guaranteed of good taste

The goal of the "ORGANIC FOOD guarantee of good taste" campaign is to increase awareness of organic logo "euro leaf" and to inform consumers in Poland about advantages of organic food. The campaign focuses on two issues: communication to consumers and production of information materials. The key information communicated is how to recognise organic products, to increase level awareness of organic logo and to inform about advantages of organic products (via newspapers, magazines, websites, blogs, social media, reports, press releases, presentations and events).

The main initiatives are the preparation of two TV spots and 15 TV reports. The 15 TV reports are being prepared by culinary expert and well-known chef, Grzegorz Łapanowski about organic farms and processors, in order to let people know secrets of organic production and to show how to make some excellent dishes from this products. The channels of dissemination are very wide: internet (YouTube, social media – Facebook, blog), press release (in lifestyle, culinary and opinion press) and special press conferences led by the ambassadors, producers and farmers involved in the campaign.

One of the notable things of this project is the very strong engagement of producers and processors in this project. Ambassadors include a TV series actress who owns restaurants and has won culinary competitions, and an Olympian gold medallist. The approach is to present organic as a basis for good cuisine and a healthy lifestyle. Stakeholder involvement allows for the campaign to gain synergy and encourages active participation.

The campaign was ensured to be cost-effective by placing a large emphasis on the dissemination of information via the Internet, through the cooperation with farmers and producers and through efforts to interest, and build a relationship with, press and media. The target group was consumers but in addition journalists and school teachers.

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Communication to stakeholders

Sustainable food initiative from Bord Bia, Irish Food Board
Contact:Maeve Desmond
Email:maeve.desmond@bordbia.ie
Website:www.origingreen.ie

Target:

EU-Member States, non EU-Member States, Worldwide

Keywords:

Sustainable food initiative, Bord Bia, Irish Food Board, Producers, Farmers, Processors, Communication, Video, Sustainability charter, Global food supply, Ireland, Carbon footprint, Project 2012

Origin Green

Origin Green is a sustainable food initiative, pioneered by Bord Bia - the Irish Food Board. The aim is to get Irish food producers (farmers and processors) – representing 75% of exports – as members by 2014. Origin Green is underpinned by farm-level sustainability audits and a charter where processors commit to produce food more sustainably. Origin Green launched in June 2012 for three audiences: producers in Ireland, international trade and ‘ambassadors’. The aim is to engage on three levels: rationally - why sustainability makes sense; emotionally - why it is appealing; and practically - how to participate. The communication mix works on all levels; the stakeholder briefings explain the rationale of Origin Green; a four-minute video tells the emotional story and the website explains the Sustainability Charter, showcasing members and their progress.

Sustainability is the single most important issue facing global food supply. Ireland wants to be a world leader in food sustainability and is well positioned to champion change. It has abundant natural resources, a tradition of small family farming and a very low carbon footprint in beef/dairy.

The initial campaign to recruit the three critical stakeholder groups was a mix of conferences, immersions, workshops, interactive website, inspiring audiovisuals, trade press, trade shows, and social media, which were used to drive interest and commitment.

Origin Green communications are designed to engage stakeholders at an emotional, rational and behavioural level. The campaign has a consistent ‘look and feel’ and has the flexibility to engage people on an individual basis. The video harnesses the natural abundance of the Irish landscape and tradition of family farming to invite stakeholders to be part of a journey to work even more closely with nature. Communications promote interconnection and inspire common purpose and effort.

Origin Green is a long-term project, which will require commitment and support over time. The challenge for Origin Green and its three critical stakeholder groups has been to move sustainability from a ‘should do’ activity to a ‘must do’, ‘will do’ and ‘can do’ activity. Within three months of its launch, over 80 companies that account for over 50 % of Ireland’s food exports are registered in Origin Green. Over 28 000 farmer members of the Quality Assurance Scheme have had a carbon footprint assessment and are being assessed for water footprint and biodiversity impacts.

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Communication to stakeholders

Pastorea from the Organic Value Association, Spain has the aim of providing training, information and campaign material for organic livestock sector
Contact:Asociación Valor Ecológico
Email:pastorea@ecovalia.org
Website:pastorea.ecovalia.org

Target:

Spain

Keywords:

Asociación Valor Ecológico, Organic Value Association, Organic livestock sector, Pastorea, Newsletter, Training, Online, Business guide, Conversion, CO2 emissions, Project 2013

PASTOREA. Desarrollo de Cadenas de Valor en el Sector de la Ganadería Ecológica - PASTOREA (Grazing): Development of value chain in organic farming sector

The overall goal of the project from the Organic Value Association (Asociación Valor Ecológico) in Spain is to promote the organic livestock sector, identified as one of the sectors with a promising future. The project aims to modernise and restructure the production and marketing of organic produce as well as developing its potential in a global sense. This is done through providing online training courses, campaign materials, informative guides, network resources, as well as a framework to share knowledge and experiences.

The project is being disseminated through multiple channels, including on the websites www.pastorea.ecovalia.org and www.ecovalia.org, through brochures and emails, and press releases, which serve to promote the publication of news about the project. The journal “Organic Value” is a reference publication on organic farming in Spain, and published by the Association, it has a circulation of 18 000 copies and is widespread throughout Spain and various parts of Europe. The project also includes a newsletter which is distributed to the 13 000 members of the Association.

In particular, the project focuses on promoting green initiatives in natural parks and protected areas, by responding to problems such as wildfires, and by reinforcing the size of the rural population. The project includes six courses, four seminars, a campaign, a study, and a guide, personalised advice and a network of resources for organic livestock sector. The guide, “Create your business: A practical guide for innovation in the livestock sector” has the aim of helping new companies in the organic livestock sector to establish themselves.

All in all, the impact of the project will be measured against a set of indicators. These include the conversion of 100 farms to organic, the creation of new business lines related to organic farming in 50 companies, the reduced use of fertilisers and pesticides by 10 to 40 % compared to conventional handling, as well as capturing CO2 emissions (carbon sequestration) of up to 1.98t/ha/year

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Communication to stakeholders

Initiative from European Landowners’ Organization bringing different stakeholders to discuss the practical implementation of greening measures

Target:

Lithuania

Keywords:

Forest management, Contest, Competition, Lithuania, FOAL, Best practices, Awards, Environment, Forest owners, Sustainable forestry, Project 2013

Pavyzdingai tvarkomos privataus miško valdos konkursas - Exemplary managed private forest area contest

The Exemplary managed private forest area contest is a contest organised annually by the Forest Owners Association of Lithuania (FOAL), conceived in 2004 by the Association and supported by the Ministry of Environment. The objective is to encourage sustainable and balanced forest management among private forest owners, to care for their forests and implement best practice and new forest management initiatives.

The first contest took place in 2008, and ever since, the contest has become an annual event with an increasing number of forest owners taking part every year. For forest owners, the contest is not only important because of honour and valuable prizes, but also because it provides an opportunity for owners to present their private forest area, evaluate it and find ‘weak’ points that can be improved, as well as share experience and best practices about how to manage forest area in an efficient and sustainable way.

Prior to the event, invitations to participate in the contest are published in at least 20 local newspapers. Each year, three forest owners, implementing the most exemplary forest management selected in 10 districts of Lithuania and three best private forest areas are selected for whole Lithuania as a whole – in total 33 exemplary managed private forest areas in Lithuania. Each year, the winners are honoured and awarded at a big conference – celebration organized by FOAL in the end of December. During this event over 150 guests from Ministry of Environment, Ministry of Agriculture, politicians, scientists, forestry specialists and foresters gather together, for which also there is the occasion for presentations from politicians, market specialists, thus providing up-to-date information about the forestry sector and promoting sustainable forestry management among forest owners and other participants.

Half a year after the Awards ceremony (usually in the end of June), a meeting of FOAL members and interested forest owners, exemplary managed private forest area contest participants is also organised in the contest winner's forest area from the previous year. The results are published in local newspapers, on popular websites, on the FOAL official website, communicated through FOAL departments, forest inspectors, and of course, by word of mouth, since good reviews of the past events is the best enticement and motivation for participation and communication. This contest has been growing in popularity, and it is a unique and innovative way of communication, which encouraged sustainable forest management through the sharing and rewarding of best practices.

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Communication to the Public

Supported by the Portuguese National Rural Network Programme, the newspaper ‘Pessoas e Lugares’ (People and Places) is dedicated to rural development issues.

Target:

Portugal

Keywords:

Newspaper, LEADER, Rural development, Portuguese National Rural Network Programme, Portugal, Local action groups, Project 2012

People and Places

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Innovative communication

Knowledge sharing web portal for the agricultural food industry and professionals
Contact:Rubio Fernando, Director
Email:frn@chil.org
Website:

Target:

Spain

Keywords:

Web portal, Knowledge sharing, Agricultural food industry, Automatic translation, Project 2013

Plataforma de conocimiento Chil - Chil Knowledge Platform

Chil is a knowledge web portal specialised in the agricultural, agro-industrial, environmental and rural sector created by the Polytechnic University of Madrid (UPM) at the request of the Spanish Ministry of Agriculture. The portal’s objective is to provide the European agricultural sector with a web-based knowledge management tool designed to meet the specific needs of the industry, thus helping to increase competitiveness, communication, cohesion, and innovation. The portal is open, free and collaborative. It emphasises the exchange of ideas, knowledge, and products among European actors in this sector.

The target audience for the project includes a wide range of agrofood professionals such as farmers, researchers, technicians, food sales professionals as well as cooperatives, companies, associations, administrative bodies, and even the general population. All have the ability to share links and sub-sites via the portal, thereby contributing to its content and knowledge sharing. Although the portal is the main aspect of the project, other communication channels are also utilised to reach out to the target audience such as blogs, printed information materials, and seminars.

To implement the project, a total of 12 people formed 3 working teams (platform development, diffusion, and content management) together with the active involvement of significant actors in the agro food sector in Spain such as coops, farming unions and Ministry of Agriculture. The platform was developed from scratch and uniquely features an automatic translation function which allows information to be seen in the language of the country of the viewer (in Brussels the portal is seen in English).

Chil is a successful example of an information management strategy that supports the knowledge chain all the way from researchers to farmers at the European level. Supporting individual and virtual communities with a collaborative approach increases the value of specific efforts, integrates them, helps to diffuse them, and provides them with several of the web tools they need. Being designed for the European Union, not just one individual country, helps to broaden the exchange of ideas, innovation and technologies across national borders.

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Communication to the public

Short TV programmes to promote the growing, purchasing and consumption of organic produce
Contact:Jeanne Nicolas
Website:www.agencebio.org

Target:

France

Keywords:

TV programme, Organic, Consumption, Awareness, Information, Quality, Environment, Labels, Project 2013

Programmes courts TV « La minute Bio » – ‘Organic minute’ TV programmes

Started in 2010, the short TV programmes ‘Organic minute’ put organic agriculture under the lens through a number of interviews with professionals working in organics (producers, distributers, chefs, consumers etc.). The main objectives of the campaign are: to encourage consumption of produce of organic origin; to generate public awareness and provide information on the advantages of organic agriculture and its products; and to encourage farmers, retailers and restaurateurs to switch to organics.

New programmes have been produced each year since 2010 and were disseminated via TV (Group MG), social media (Agence BIO’s Youtube channel, Agriculture Biologique’s Facebook page), DVDs and events (exhibitions and training courses organised by Agence Bio). The programmes sought to explain that the European and AB organic labels guarantee the quality, a respect for the environment and biodiversity as well as proving that this product has been through rigorous controls in order to achieve this label.

‘Organic minute’ programmes are a pedagogical tool which present organic farming in an objective, positive and rational light. For the first time, organic farming is given a platform on TV with its messages presented with an original format and angle. The programmes do not seek to promote certain brands or regions but instead the entire sector, from top to bottom.

The programmes have had an impressive reach : since 2010, more than 48 million of the target audience of 25-34 year olds and more than 133 million of the target audience of procurement officers. They have encouraged support for organic farming among those who were exposed to the campaign: according to a survey 78 % were in favour of respecting the seasonality of produce and 80 % were against the use of chemical and synthetic products and GMOs.

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Innovative communication

Campaign material on local websites in rural areas in Bulgaria to inform about Rural Development policy, CAP debates, news and practical information
Contact:Mariela Pchelinska
Email:mpchelinska@mzh.government.bg
Website:www.mzh.government.bg

Target:

Bulgaria

Keywords:

Publishing banners and PR publications, Rural Development Programme, Agriculture and Rural Development policy, Campaign, LEADER approach, NGOs, CAP debates, Beneficiaries, PR materials, Banners, Bulgaria, Project 2012

Publishing banners and public relations publications on the Rural Development Programme in national and regional websites

The project is targeted at stakeholders of the rural development policy, but also generally at users of news and business websites. The goal is to attract attention to the Rural Development Programme and its implementation. The project was to publish banners and promotional materials about the Programme, linking to the Programme’s official website, as well as giving the possibility to read additional information in the published promotional materials. The project included banners on 217 national and 55 regional news and business websites and on eight specialised social networks for Agriculture, Food and Rural Development. The project also covers publications on 14 national and 28 regional business websites and on 254 municipality websites in rural areas, as well as 18 national and four regional blog websites.

The communication goal was to disseminate information on the Programme in an easy and popular way via the web channels– websites, blogs, social networks, to make farmers and people living in rural areas and those interested in the Programme aware of its implementation and recent news and CAP debates. The campaign includes the most popular local websites in small municipalities in rural areas, in order to attract community officials and stakeholders of LEADER approach. Specialised websites are a perfect way to reach stakeholders and people living in the rural areas and link them to the Rural Development Programme. This channel gives flexibility to both sides – we are able to regularly revise information and update news, allowing stakeholders to keep informed about the latest developments.

Another important outcome is to increase mutual trust between the strategic stakeholders and the Ministry. They are in touch with at least six groups of people: acting and potential beneficiaries, other business and social partners, various NGOs, regional local officials, media, and the general public.

This project is a very good example of how to get in contact with a large amount of acting and potential stakeholders and provide practical and useful information, expert advice and new ideas and keep people up-to-date with the news from the sector. These people are strategically important as they are proactively searching for the information and they are very likely to become our beneficiaries at a later stage if not already. The best practice which could be shared is that we give the chance for all our stakeholders to contact us and our information at no extra cost, nor time or resources from their side.

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EU co-financed actions

Photo exhibition by CEJA showing European young farmers at work and displayed throughout EU

Target:

Austria, Belgium, Cyprus, France, Ireland, Italy, Luxembourg, Netherlands, Poland, Portugal, Slovakia, Slovenia, Spain, Sweden, Croatia

Keywords:

European Council of Young Farmers CEJA, Photo exhibition, Brochure, Common Agricultural Policy CAP, Project 2012, Finalist 2012

Putting a face to food and farming, know the farmer behind the product: European Young Farmer Photo Exhibition

The CEJA (European Council of Young Farmers) project was a pan-European photo exhibition featuring images of young farmers in their normal working lives which toured different events throughout the EU. The different photographs, which were taken by young farmers across Europe, touched upon the different themes used to communicate the diversity of European agriculture and its role in society. The exhibition came with an accompanying brochure which featured the photographs, photographers and also information on the situation of young farmers in Europe. The exhibition visited in total 15 countries and was hosted by 17 member organisations of CEJA, in addition it was displayed in newspapers, on radio and television in several EU countries and effectively publicised on Twitter, Facebook, the CEJA website and the websites of CEJA members. It is estimated that over the 11 months of the duration of the project, it managed to reach 2.5 million people throughout the EU.

The project aimed to showcase the role of young farmers in Europe and their contribution to Europe’s economy and to the vitality of rural areas. It also aimed at providing a positive image of the profession to the general public, to tackle prejudices against the agriculture profession. In addition the measure advocated the benefits of the Common Agricultural Policy and sought to raise awareness of the issues regarding the CAP through the informative brochure.

The concept of the project itself was very innovative, since the photos, displayed in the exhibition, were taken by young farmers themselves across the EU and showcased their own vision of the farming profession and their daily lives. This reminded the general public of the human aspect behind the labels, marketing and production. In addition, the fact that the photos ‘travelled’ across the EU received a lot of positive feedback and allowed many people from different nationalities to see the photos. The project was very cost-effective, since all the photos were taken by young farmers at no cost.

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Communication to the public

“Your Food is our Passion” TV adverts from Bord Bia, the Irish Food Board saw large increases in consumer loyalty for their scheme (Q Mark)

Target:

Ireland

Keywords:

Your Food is our Passion, Bord Bia, Consumer loyalty, Enthusiasts, Waiverers, QMark, Quality Scheme, Irish Food Board, Emotional persuasion, Full-sensory communication, CAP, Campaign, Project 2012

Quality Mark in Ireland

The Quality Scheme (QMark) of Bord Bia - the Irish Food Board – is approved by the EU since 2008 (accredited under EN450011), and covers 42 669 primary producers and 150 processors in beef, lamb, pigmeat, poultry, eggs and horticulture sectors in Ireland. A new TV advert series, “Your Food is Our Passion” was produced for broadcast from April 2011, and was accompanied by inspiring online recipes, press activities, social media, and cooking demonstrations at large scale events (e.g. BLOOM). The objective was to tell the story from “farm to fork to family”, moving away from rational explanation to full emotional persuasion, by telling the story and experience behind food quality.

In 2010, 89 % of shoppers were aware of the EU approved Q Mark (89 %), but were not driven to find and purchase or remain loyal to QMark during a recession. Only 6 % of shoppers were ‘Enthusiasts’ (‘I always seek out the QMark’) and a further 20 % were ‘Waiverers’ (‘I prefer it but will do without it’). The key focus of the campaign was to convert ‘Waiverers’ to ‘Enthusiasts’ by building engagement with QMark. The target audience was 30–50 year old female shoppers (with families or ‘empty-nesters’), who are the heaviest purchasers of meat (Kantor sales panel).

The campaign saw large increases in consumer loyalty. In September 2012, 39 % of adults were either ‘Enthusiasts’ (18 %) or ’Waiverers’ (21 %) – an increase from 26 % for both groups combined since November 2010. Over this time, the level of Enthusiasts tripled from 6 % to 18 %. The number of page views of recipes on the Bord Bia website grew by 8.5 % from 51 600 in 2010 to 56 000 in 2012. Market share of QMark produce grew by 5 % (value & volume basis) from 2010 to 2012, and in 2012, 66 % of meat facings across retailers carried the QMark - up from 60 % in 2010 (Bord Bia retail audit). These hard-won gains in market share, share of facings & relative price premium were achieved despite a 36 % decrease in marketing budget from 2010 to 2012.

The QMark campaign focuses on the story and experience behind food, including care for the environment and support for viable rural life – and all of this adds ‘quality’ to the food experience for individuals and society. The campaign used full-sensory communication, engaging people on many levels, rather than merely delivering ‘messages’ which can be didactic, especially in these times of austerity. Sean Coffey, Kepak, described the campaign as “a very exciting departure from previous adverts: contemporary, addressing the consumer concern that cooking lamb might be complex, expounding simply and clearly the quality eating experience of Lamb”. In the long term, the payback of the campaign will be also cultural, as Irish people and families reconnect to simple pleasures of quality food whilst supporting viable farm livelihoods

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EU co-financed actions

Interdisciplinary pedagogical toolkit aimed at increasing French students’ knowledge of the CAP

Target:

France

Keywords:

French, Schools, Teachers, Common Agricultural Policy CAP, Interdisciplinary pedagogical toolkit, Communication, Awareness, Project 2012, Finalist 2012, Winners 2012

Realisation and dissemination of a pedagogical tool for French schools and colleges to explain and increase awareness of the Common Agricultural Policy (Réalisation et diffusion d’un outil

2nd Prize in the category ‘EU co-financed actions’ of the CAP Communication Awards 2012

The objective is to explain and increase awareness of the Common Agricultural Policy among the general public, most notably among school children aged between 11 and 18 years old. An interdisciplinary tool was offered to French schools and colleges which included worksheets, videos, animations, archived documents etc. allowing each teacher to choose the resources best adapted to their class and subject. These pedagogical resources cover the CAP’s history, benefits, how it works, opinions and experiences, its evolution etc. The project was communicated via direct marketing, publicity and press relations and distribution on the ground.

These resources were designed in response to a study of French teachers which showed a complete absence of school equipment for agricultural subjects and a lack of imagination on how to integrate the CAP in lessons. The strategy was to: Fill in the gaps in the public’s knowledge of the CAP which prevented them from participating in the public debate around it; Reach the youth – the citizens of tomorrow; Provide teachers with pedagogical support to allow them to integrate the CAP into their lessons.

One of the main innovations has been to position the CAP as an interdisciplinary subject for reflexion by teachers. Teachers had previously struggled to find materials to provide these kinds of lessons but now they have the resources available to them which have made the topic attractive and accessible to young people.

Statistical analysis has shown this campaign to be a success - more than 10 000 have already been sent to educational establishments (79 % of orders) and agriculture professionals. Moreover the requests for the kits have come from across the country.

A qualitative study was also commissioned from the independent polling institute BVA to assess the perception of teachers using the kit. They found that this CAP kit was popular thanks to the wealth of information on topics where there were previously few educational resources available, and the diversity and clarity of the tools.

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Communication to stakeholders

Agricultural platform and virtual community for those interested in all aspects of agriculture in Romania
Contact:Valentin Albu
Email:valentin.albu@agriculturaromaneasca.ro
Website:

Target:

EU-Member States

Keywords:

Romanian, Agriculture, Website, Stakeholders, Virtual community, Single point of access, Communication, Project 2012

Romanian agriculture (Agricultura romaneasca)

The Romanian agriculture platform is a bold project that tries to gather all agricultural information in Romania in one website. The platform supports the creation of business opportunities and provides a meeting place for all those who are involved in agriculture – farmers, students, producers, seed distributors, fertiliser distributors, agricultural machinery wholesalers etc. We aim to integrate all stakeholders in this virtual community in order to facilitate communication between people interested in the same professional fields and issues. In order to reach this large target audience, promotion was done first through Facebook, then two agricultural fairs and then on radio and TV.

On this platform you can also find links to all the agricultural media in Romania: magazines, websites, newspapers and television shows. What’s more, you can find information on agricultural fairs and exhibitions with a detailed description including pictures and video.

In trying to focus innovative information into a single point of access comprising technical information, targeted information etc. a lot of interested people can be reached. A virtual exhibition space has also been included where each company can exhibit their product or equipment and describe it in detail, with technical specifications, videos and images; this way, visitors can see and compare products easily.

Another innovative aspect under consideration is a communication channel between agriculture and animal husbandry areas for example, where people can communicate directly without intermediaries.

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Communication to the public

Italian campaign to highlight role of agriculture in preserving rural landscapes through integrated teaching approach

Target:

Italy

Keywords:

Education campaign, Italy, Agriculture, Interactive, Integrated teaching approach, Training, Study visits, Communication platform, Sustainable development, Natural heritage, Project 2013

RuraLand – una finestra sul mondo rurale – RuraLand – a window onto rural areas

RuraLand is a successful education campaign promoted by the Italian Ministry of Agriculture, supported by the European Agricultural Fund for Rural Development and realised by the Italian National Rural Network. The project highlights the role of agriculture in preserving rural landscapes, cultures and environments, with the aim to make children and young adults more aware of how their own behaviour can positively influence society.

The RuraLand integrated campaign, which began in 2009 with the pilot rural4kids, has now grown into four projects, sharing a common approach. RuraLand contains 4 projects: Rural4Baby (age 3-5), Rural4Kids (age 6-10), Rural4Teens (age 11-16) and Rural4Youth (age 18+).

RuraLand delivers an interactive and integrated teaching approach: a preliminary phase provides training both in classrooms and in the field; the next phase introduces students to real-life rural challenges and opportunities through study visits and fairs and finally the national level phase connects rural and urban children, teachers and families through competitions and a communication platform.

Education, awareness and digital innovation: these are the objectives of the communication campaign, which embraces important values, such as sustainable development. It is hoped this will ultimately lead to greater commitment to the preservation of Italy’s natural heritage.

RuraLand has reached its target audience through the channels of exhibitions, radio campaigns, television broadcasts, thematic workshops, international fairs, national competitions and has featured in magazines for school teachers. With the aim to support students’ training and information needs, RuraLand endorses online communication and interactive activities, rather than one-way publicity actions. Targeted materials, a common logo and promotional tools (gadgets, leaflets, posters, etc.) have been realised, to ensure a RuraLand identity.

RuraLand is an example of best practice because it now encompasses many local, regional and national project initiatives. The Rural4kids project has been successfully implemented by four regions of southern Italy, involving more than 10 000 students. The organisers intend to keep growing, by tackling new subjects such as waste and its environmental impact and by aligning university education more closely to rural reality by encouraging more hands-on experience and field visits.

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EU co-financed actions

Project to reach rural population in Sardinia through communication information through use of a bus, information and entertainment

Target:

Italy

Keywords:

Ruralbus, Communication, Rural Development Programme, Common Agricultural Policy, CAP, Farmers, Sardinia, Project 2012

Ruralbus

The ‘Ruralbus’ project is framed within the communication activities aimed at the general public. The aim of the project is to communicate the measures financed, the good practices, the opportunities and benefits to the community resulting from the implementation of the Rural Development Programme (RDP). In this way the citizens will be aware of how the funds are used, and to create interest in this important opportunity.

The project also aims to emphasise the important role that the European Union, through the Common Agricultural Policy (CAP), pursues by supporting European farmers so that they can compete internationally and by promoting rural development, especially in poorer areas. The project will be implemented via: distribution of information material (publications and DVDs about the Sardinian RDP, banners); projection of audiovisual material on the Sardinian RDP; distribution of gadgets (T-shirts, shopping bags, usb, hats, mouse pads, magnets).

The ‘Ruralbus’ project seeks to reach a significantly larger number of people than projects implemented in Sardinia until now, with the involvement of at least 100 municipalities on the island distributed over the whole rural territory.

The attractive design of the bus and the street entertainment activities, including through thematic shows and recreational activities and workshops, help to involve the various segments of the population of the villages affected by the project: school-age children, young entrepreneurs and agricultural workers, families and elderly people.

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Innovative communication

Two-day networking conference 'Rural Futures, Inspire, Innovate, Create' for those involved in the delivery of the Rural Development Programmes
Contact:Aileen Donnelly
Email:ADonnelly@rdc.org.uk
Website:www.ruralnetworkni.org.uk

Target:

United Kingdom, EU-Member States

Keywords:

Rural Futures Conference, Inspire, Innovate, Create, LAGs got Talent, Networking conference, Rural Development Programmes, Future, Wider EU community, Speeches, Audiovisual, Chat show, BBC journalist, Rural Network for Northern Ireland, RNNI, Project 2012

Rural Futures Conference - Inspire, Innovate, Create

The Rural Network held a two-day networking conference entitled 'Rural Futures, Inspire, Innovate, Create' for those involved in the delivery of Rural Development Programmes (RDP) in October 2012. This was an annual Networking event bringing together those involved in rural development to enhance essential networking within and across the programme, encourage skills sharing, gain inspiration from other Local Action Groups/delivery bodies and EU regions and to learn more about the way ahead.

The Rural Futures conference focused on the themes Inspire, Innovate, Create and was divided into three sessions. Inspire included a range of speakers looking at the potential value of rural life for the region; Innovate focused on thinking futuristically about the needs, wants and hopes of the future generation. The Create session included an update on plans for the post 2014 RDP and the importance of vision, addressing needs and the value of engaging community-led development. The conference consisted of a panel discussion, hosted by a former BBC Rural Reporter, looking at rural landscape from agricultural, business and community perspectives. The whole conference was videoed, vox pops were conducted throughout, the panel session was themed as a television show, and participants were required to work collaboratively in group work and present back collectively on a group task using props and improvisation techniques unique to their LAG area.

All delegates were informed that this conference would be recorded in a new media manner and that the information would be open to the wider EU community on the web within days of the event. The engagement of audiovisual tools certainly added weight to the event and referenced a break from the traditional conference style approach previously implemented by most National Networks. We used Vox pops, proactively creating a series of questions and identifying key speakers and LAG members to answer RDP related questions on camera. For the 'panel session' themed as a television chat show format, there were five panellists drawn from the agrifood, business and community sectors who were interviewed by a well-know BBC rural affairs journalist. The lights were switched off in the conference hall, the theme title of the BBC Rural show 'Countryfile' was played and the BBC journalists introduced the panellists. For all intents and purposes the audience felt they were at an intimate interview being televised live. It was an excellent format and the BBC journalist actually commended the Network team on the 'innovative' approach!

This pioneering, inventive and original concept of this conference will be replicated again at future events and using additional/alternative tools and channels of communication. Delegates were excited and interested that they did not have to scribble furiously during speeches in the knowledge that they could view events online in the future, and they were also keen to let us know how the networking element of the conference was key to its success as they had special time and facilities (such as break out rooms) to talk and exchange information and ideas. The Networking conference also included a specific task entitled 'LAGs got Talent' a reference to the popular UK/American television show and this 'fun' task was a huge success bringing a little light relief in an otherwise tight and focused agenda.

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Communication to the public

Finnish campaign to increase public awareness of low share of food’s selling price that farmers receive.

Target:

Finland

Keywords:

Finnish, Farmers, Low share, Weak position, Consumers, Strong EU budget, CAP, Communication campaign, Project 2013

Ruuan tuottajahintaprotesti – Food producers’ price protest

Farmers sold food with producer prices in main squares of 10 Finnish cities on 14 November 2012 in order to communicate their weak position in the food chain to the consumers and media. The slogan of the campaign was: Why does the one who does the most get the least?

In the main squares, tents were erected to sell high quality eggs, pork, beef, potatoes, and rye bread. The products were packaged and labeled with information on the share of the price paid by consumers in stores which is received by farmers, taxes, industry and retailers.

The campaign was a peaceful protest against the decreasing share of the price received by the producer. The campaign also showed in a simple way, why agriculture needs support from consumers/ taxpayers as well as stakeholders and thus why a strong EU budget and CAP, as well as other measures to keep farming viable, are needed. By increasing the awareness of decision makers and consumers of the weak situation and bargaining power of farmers in the market, the campaign aimed to improve the image of farmers and thereby put pressure on retailers regarding their unhealthy trading practices.

The campaign was communicated both on national and regional levels. Both Finnish-speaking farmers and Swedish-speaking farmers took part in the events. The collaboration of the Farmers Unions made the event bilingual. The campaign’s communication activities included media relations, advertising, web and social media presence as well as the distribution of promotional materials.

The media attention and the positive attitude and understanding towards farmers and farming that was created by the campaign exceeded all expectations. The campaign won the Finnish Marketing Act of the Year 2012 award by the Finnish Marketing Association and Markkinointi & Mainonta magazine. The campaign was described in the media as being clever and innovative.

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Innovative communication

Mobile pigsty promotes dialogue and understanding of animal husbandry and animal welfare practices
Contact:Ingo Willoh, Spokesperson
Email:i.willoh@fnl.de
Website:

Target:

Germany

Keywords:

Mobile, Pig, Farming, Consumer, Dialogue, Understanding, Animal welfare, Animal husbandry, Project 2013

Schweine Mobil

The Schweine Mobil is a live pigsty exhibit inside a mobile trailer with accompanying displays informing about farming technology and modern animal husbandry. The travelling exhibit goes to consumer fairs, farm festivals and other information events where the opportunity for further dialogue between farmers and consumers is possible. The objective of this initiative is to promote such dialogue and gain increased consumer acceptance and understanding by offering a realistic insight into modern pig farming and animal welfare.

The project is coordinated centrally in Berlin, yet onsite use is carried out by local partners and overseen by local farmers, at their expense, which is an essential element of the project. This means that the Schweine Mobil is in essence a communication tool which dedicated farmers can make use of to take up dialogue with the public and to create transparency about modern farming methods in pig production, especially because educational farm visits are often not possible for hygienic reasons.

Due to an increased alienation of the population to their food sources and misperceptions about animal husbandry practices, the Schweine Mobil addresses the general public with an aim to build confidence through personal experiences with a piggery. This way, consumers can better understand the importance of animal welfare for farmers as well as livestock production processes.

Since the project began in January 2013, the Schweine Mobil attracted visitors with its onsite presence at over 30 events (with a total of more than 2 million visitors). Visitors had the chance to view the sty and talk with persons representing the Schweine Mobil at the respective events. Many prejudices were dissolved through personal conversation and a better understanding of modern pig production ("factory farming") was promoted.

Accompanying press work is carried out at the events and supplementary information materials such as pamphlets are sometimes distributed. The costs for use vary by event type depending on things like transport and cost for rental space.

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Innovative communication

Promotion of Rural Development Programme 2007-2013 through popular TV soap opera and promotional clip in Poland with millions of viewers
Contact:Wiesław Stefaniak
Email:wieslaw.stefaniak@arimr.gov.pl
Website:www.arimr.gov.pl

Target:

Poland

Keywords:

Ranczo, Season 5, TV series, Soap opera, Poland, Rural Development Programme 2007-2013, Agriculture, Polish countryside, Advertisements, Scriptwriters, Taboo, TV channels, TVP, Promotional clip, Farmers, Rural areas, Measures, Project 2012, Finalist 2012, Winner 2012, Winners 2012

Season 5 of the TV series 'Ranczo' - 13 episodes

1st Prize in the category ‘Innovative communication’ of the CAP Communication Awards 2012

Never before in the history of Poland has an agricultural or rural theme appeared in a popular TV series – and not just any TV series - but a soap opera that had become cult in itself and has been for several years in the top rankings for all TV channels combined. To this day, no one had dared to promote rural lifestyles and agriculture, and rural development was considered a bit of a taboo subject. The two managers (both former radio and television journalists) from the communication department of the Agency for Restructuring and Modernisation of Agriculture invited the two scriptwriters of ‘Ranczo’ to the office and showed them promotional brochures. After two hours of discussions, they managed to convince them that the measures of the Rural Development Programme 2007-2013 could be a source of inspiration to make a good film. This TV series was viewed by eight or sometimes even nine million viewers, which touches on the world record for this type of films. TVP was the partner of this project –their analysis showed that public television in Poland was watched by many farmers and people from rural communities in Poland.

Among the seven million viewers watching ‘Ranczo’ each episode, there are four million viewers living in rural areas, as well as an estimated 1.7 million farmers watching during prime time at 20.30. The aim of the campaign was to reach as many farmers and people living in rural areas as possible. The only problem was that in previous episodes there had been no mention of the Polish countryside or of the Rural Development programme, and so there had to be a way to attract public attention to the beneficial actions of the programme 2007-2013.

No other media source – radio, internet, magazines, blogs, or social media – would have allowed us to reach such a large audience. EUR 300 000 was spent, but this figure divided by the number of people reached works out at just a few cents per head. Following the screening on TV, we received many telephone calls from farmers and people living in rural area calling quite simply to say a big thank you to us.

The people of the Polish countryside finally felt valued. They saw they were talked about on TV – and not just talked but really shown in one of the biggest TV series. People started coming to our office the day after seeing the TV series. The real proof of success of this campaign is that the Rural Development Programme 2007-2013 is now coming to its end, and the EUR 17 billion has been already been nearly all spent. The various measures of the Rural Development Programme were promoted in all 13 episodes, as well as in all the advertisements announcing the episodes and the ‘makings-of’ accompanying each programme. The ‘Ranczo’ series and all its adverts were watched in total by 120 million TV viewers.

The promotional success is not complete without mentioning the promotional clip on the Rural Development Programme produced in spring 2010 that was broadcast for the first time on 5 June 2010, also on Polish TV. The clip was a fore-runner to our later participation in the TV series. One of the great successes was the participation of the three star actresses of ‘Ranczo’ in the clip. Never before had anyone persuaded actresses from a soap opera to talk about agriculture. It was a first, and certainly a first in the field of advertisement.

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Innovative communication

Online tool providing easy-to-see information about nutritional value – sugar, salt, fat – of children’s snacks
Contact:Luisa Crisigiovanni, Communication, Altroconsumo
Email:pr@altroconsumo.it
Website:

Target:

Italy

Keywords:

Traffic lights snacks, Semaforo Merendine, Online, Nutritional value, Snacks, Children, Parents, Websites, Altroconsumo, Project 2013

Semaforo Merendine - Comparatore on-line di calorie e nutrienti delle merende per bambini – Traffic lights snacks - Web comparison tool for nutrients and calories of snacks for children

The Traffic Lights snacks online tool is an innovative solution to help inform parents and raise awareness about snack choices available on the market. It allows people to compare and understand the nutritional value of products at a glance, presenting about 300 popular children’s snacks. Parents can select up to five snacks to compare at one time, and view the amounts of salt, sugar, and fat each snack contains.

The objective of this tool is to encourage the consumption of healthy fruits and snacks, promote healthy eating, and in turn help combat childhood obesity. The tool is innovative of its kind in Italy, and allows parents to compare products easily when there might not be so much time at the supermarket. The tool is also meant to be a trustworthy source of information, while advertising can often be misleading and often claim they are the best things to give to children.

The challenge is to make the tool well known and well used among parent blogs, websites and forums. For this, web media was selected based on its popularity among the target audience – parents. A web article was sent to the most popular sites and this press note was also sent to conventional media. Altroconsumo also used its Facebook and Twitter pages to raise awareness of the new tool.

So far in the project, the figures are very encouraging. Over 8 000 people have visited per week since the launch of the calculator, and there has been a lot of positive feedback from users. More than 200 people answered the short questionnaire on the web page, there were around 30 press clippings (in all media, including TV and radio), and there were over 200 shares of the tool on Facebook.

The project makes good use of the web, social media, and visual attractiveness. It allows a whole range of products to be compared, including fresh and processed snacks. This project could easily be extended to other languages and adapted to the markets of other countries.

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Innovative communication

Communication initiative to promote short distribution channels in Emilia Romagna, Italy – production of comic strips, website and Facebook page

Target:

EU-Member States

Keywords:

Shopping in the Country, La Spesa in Campagna, Italian Farmers' Confederation, Emilia Romagna, Italy, Communication initiative, SporTina, Logo, Paper shopping bag, Nutrition, Schools, Facebook, Launch event, CAP, Nutrition, Short distribution channels, Seasonal fruit and vegetables, Project 2012, Finalist 2012, Winners 2012

Shopping in the Country (La Spesa in Campagna)

2nd Prize in the category ‘Innovative communication’ of the CAP Communication Awards 2012

‘Shopping in the Country’ (La Spesa in Campagna) is an initiative by the Italian Farmers' Confederation (Confederazione Italiana Agricoltori) in the Emilia Romagna region, Italy, with the aim of promoting short distribution channels (direct sale from farmers), where consumers can buy products directly from the producers, find fruit and vegetables in season, and learn about working farm life. The aim is to inform people about where they can find ‘open’ farms which sell their produce directly, and to involve the consumer in this kind of shopping experience.

The target audience for this communication project are consumers who are open to countryside-related and fair-trade values, but the aim is also to reach out to young people who, compared with the former generation, are losing contact with the agricultural world, as well as the knowledge of seasonality of fruit and vegetables. Finally, there is the aim to promote ‘Shopping in the Country’ in schools as an educational programme.

A website, folders and other promotional materials were produced, alongside a Facebook page and - to give users fun contents to share – comic strips based on our topic. We also organised a launch event to officially start the project, addressed to consumers, newspaper, TV, and so on. At this event, the idea is to give away items to people such as a shopping bag customised with the protagonist of the comic strip. In our opinion, the comic strip is the right media to use in schools, and internet can spread the values of ‘Shopping in the Country’ among young people in a fresh and fun way.

The most creative aspect of the project is undoubtedly the comic strip. We created the main character giving life to the Confederazione Italiana Agricoltori’s logo (a paper shopping bag), naming it SporTina (in Italian, ‘little shopping bag’). SporTina tells readers not only what ‘Shopping in the Country’ is, but also about life in country and the nutritional properties of different fruit and vegetables. She lives simple and funny adventures with an ever-present friend: a red impish apple.

This project hopes to increase the amount of direct sales assuring a fair trade for both consumers and producers. We hope to bring young people closer to agricultural produce by learning what it means to work in the country nowadays. The project can make the world of farming and the world of internet of the young generation come together – two worlds which are normally unrelated and far from each other. The use of a variety of different media and strategies is one of the major successes of this communication initiative.

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Innovative communication

Romanian texting network to inform farmers about CAP and agricultural issues
Contact:Popa Razvan
Email:razvan@fundatia-adept.org
Website:

Target:

Romania

Keywords:

CAP, Agricultural policy, Mobile phones, Texting, Communicate, Small scale farmers, Project 2013, Finalist 2013, Winners 2013

SMS Fermele Familiale din Romania - SMS Family Farms of Romania

1st Prize in the category ‘Innovative communication’ of the CAP Communication Awards 2013

Although the CAP values small-scale farmers, over 70 % across the EU lack internet access, and therefore useful information on agricultural policy which they could benefit from. How can we best connect farmers and the information which needs to be communicated to them? By using SMS.

Over 80 % of farmers have simple mobile phones, so it was decided to develop an intelligent database and SMS system that responds to the needs of small-scale farmers, so that information on the CAP reaches users that need it most. The profiling and targeting of farmers and the process of sending them timely and relevant information by SMS according to groupings based on their activities and interests was developed and successfully tested in five pilot areas across Romania.

The ‘SMS Fermele Familiale din Romania’ is working to close the information gap between policy and scattered small-scale farmers who desperately need the information. The SMS messages are written in an easily comprehensible form and to more accurately target the information dissemination, the database has been developed based on questionnaires completed by farmers on paper and associations o line. Following the pilot programme, plans are underway to implement the programme on a larger scale across Romania’s regions, thanks to the system’s capability for high capacity.

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Innovative communication

Digital education as means for rural development through village website competition in Poland
Contact:Patryk W., Coordinator
Email:biuro@ominia.pl
Website:

Target:

Poland

Keywords:

Digital education, Rural development, Village, Website, Competition, Poland, Project 2013

Solectw @ w sieci - VILL@GES in the net

Rural development is incorporated into the Common Agricultural Policy’s second pillar and within this context, the National Village Leaders Association (NVLA) in Poland organised a competition for the best website of a village founded and administered by the local community. The idea was to promote best practices and show the potential of those websites in fighting the digital exclusion of rural areas in Poland. As websites of villages are usually the initiative of the people, not the public institutions, websites can be seen as tools for stimulating the development of civic society and promoting digital education in rural areas. By promoting best practices in this regard, the aim was to show local communities that still did not have a website for their area.

In March 2013 a digital application form was launched on the project’s website and the contest was promoted via the NVLA and its partners’ channels. By April 2013, 230 applications for best websites had been received. These were evaluated and given points for their functionalities, such as galleries, forums, social media links, weather information, contact forms, ability for users to post comments, and so on. The entries were narrowed down to 16 finalists. A jury of six persons was composed using representatives from NGOs, advertising agencies, and the Ministry of Administration and Digitisation of Poland (who were the hosts of the jury deliberation meeting). The website finalists were invited to make a presentation to the jury for additional points and a public Audience Award was also held whereby people could vote online and show their support for their favourite website.

The contest final took place in the Senate of Poland on 7 June 2013 where the contestants received their prices. All the finalists got a digital camera with stand and memory card to take pictures and make films for their websites. Third place winners received a tablet, while second place winners got a desktop computer, and finally first place winners were given a premium laptop. All three finalist prizes came with a year of free internet. The winner of the Audience Award was awarded a hot spot with a year of free internet and technical support that was constructed in the village where the website was from. It was officially activated during the regional harvest festival that took place in the village and will be maintained by the local self-government after the 12 month period.

By showing small communities the benefits of having their own village website by exemplifying others, the hope was to gain a foothold in the struggle for digital education as a means to raising the quality of life in rural areas. A project like this brings the education to local communities by harnessing their local patriotism and showing them best practices they can relate to. This project, having value on its own, is also a milestone in a bigger NVLA nationwide strategy in fighting the digital exclusion of rural areas in Poland.

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Innovative communication

Video campaign for the Health and Safety Authority of Ireland aiming to reduce farm accidents and encourage farmers to take steps to increase safety
Contact:Sarah Sheeran
Email:sarah.s@agtel.ie
Website:www.hsa.ie/survivorstories

Target:

Ireland

Keywords:

Survivor Stories campaign, Farm accidents, Ireland, Health and Safety Authority, Emotive videos, YouTube, Farm safety, Campaign promotion, Ear to the Ground, DVD, Television series, The Irish Times, Safety messages, Personal, Project 2012

Survivor Stories

Survivor Stories is a video campaign from the Health and Safety Authority of Ireland aiming to reduce farm accidents. The objective is to encourage farmers to think seriously about their safety and take practical steps - such as registering for a training course or making a risk assessment – with the ultimate goal of reducing accidents on farms.

The campaign pivots around six emotive videos featuring Irish farmers who have lost a relative or been injured in a farm accident. The key decision was made from the outset that farmers themselves were the most effective advocates for farm safety. The Survivor Stories campaign is an innovative example of how safety messages can be made deeply personal, engaging and motivating.

Communication was made online through a dedicated microsite, YouTube videos and advertisements, and online advertising including banner adverts on equipment site linking to the microsite. Offline communication included local and national press, a branded email and DVD distributed nationwide to strategic partners and farming associations (including the Irish Farmers Association), as well as to agricultural advisors and training colleges. Screenings were held at public events, seminars and fairs throughout 2012, and the campaign was the television sponsorship for the popular Irish agricultural television series ‘Ear to the Ground’ going to air in October 2012. Farmers’ families were also reached via Facebook competitions and adverts and the Irish Farmers Journal hosted the videos on their popular website.

The quantitative results for the campaign to date have been very strong and demonstrate the objectives were reached. There are approximately 140 000 family farms in Ireland, and over 90 872 video views were generated on YouTube in first eight months. YouTube analytics show that 75 % of video views were from Irish males, which was the target demographic. The videos online prompted serious discussion around safety and viewers shared their experiences. Sample comments include: ‘In my opinion 90 % of farmers are not doing enough when it comes to farm safety. I myself was involved in an accident in 2008 involving the pickup hitch. It's a tough watch but people still should to hit home how easy it is to get into a life changing accident on the farm. I've watched all these videos, really sad, but I've seen it time and time again where farmers try and save a bit of time or a few quid and by doing that are putting themselves in danger. It's just not worth it’. The use of personal stories gave farmers the opportunity to communicate to their peers and social media enabled a two-way communication with viewers sharing their own accident experiences.

National and local newspaper coverage included The Irish Times, Irish Examiner, Irish Independent, Sligo Champion and the Irish Farmers Journal, and there was significant buy-in from stakeholders, demonstrated through active promotion of the campaign through social media and other communication channels. The Health and Safety Authority have presented the project at numerous conferences Europe-wide on farm safety as an example of best practice for other partner organisations to model. Without active promotion in countries outside Ireland, almost 10 000 global views of the videos have been generated online with many local websites promoting the content to their viewers.

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Communication to the public

Hungarian language magazine distributed for free (10 000 copies monthly) to Hungarian-speaking farmers in Romania
Contact:Orsolya Frohlich
Email:marketing@hargitanepe.ro

Target:

Romania

Keywords:

Szekely Gazda, Szekler Farmer, Hungarian language magazine, Romania, Free distribution, SAPS, Harghita County Council, Modern and youthful design, EU agricultural grants, Local producers, Project 2012

Szekler Farmer agricultural magazine

The Szekler Farmer (Szekely Gazda) is a 32-page monthly agricultural magazine edited by Harghita Nepe Publishing House in Hungarian. The first edition appeared in November 2010. As a niche publication - distributed free of charge (10 000 copies each month) for the farmers especially in Harghita, Covasna and Mures counties in Romania, with the support of Harghita County Council – it serves to provide trustworthy information to farmers. Its content can be divided into three main parts: 1. news and short reports, 2. reports, farmer portraits, interviews, industry analysis, 3.expert articles on current crop production, plant protection, animal husbandry, feeding tasks and topics, national and EU agricultural grants.

The main goal is to provide trustworthy information to all the farmers regarding agricultural events, developments and trends which take place in our country and in the European Union, as well as future perspectives, market opportunities, local producers, and their traditional products. There is an important focus on common tendering opportunities regarding national rural development and agricultural stakeholders, especially young farmers and semi-subsistence farms, taking into account the specific characteristics of the region. There are regularly presented farmer’s portraits and best practices, as well as information about application conditions and periods for the grants.

The magazine fills a gap in the Romanian market for agricultural publications: before the release of our magazine no such publication existed in Hungarian language aiming at minority farmers, providing credible information to all the agricultural actors. The magazine is also characterized by modern and youthful design, dynamic fragmentation. The cost-effectiveness is significantly improved by the magazine's website, but considering that the elderly producers are not familiar with IT devices the printed version will continue to be indispensable.

Due to the information in the magazine, applications for the SAPS have increased by 15 % in Harghita county, so today, more than 29 thousand farmers have applied for SAPS for a total of 190 thousand hectares. The number of milk quota declarations have also increased demonstrably (100 % this year), and also the number of farmers applying for mountain dairy grants have increased. The role of the Székely Gazda magazine in communicating with the farmers has also been highlighted and appreciated by the Intervention and Paying Agency for Agriculture in Harghita county.

The magazine's motto is: "We won’t tell you how to farm, but we have a few ideas". The magazine doesn’t only come with expert advice, but also presents best practices. The readers can get to know the best rated seeds, new technologies or machine parameters all from our magazine through the examples of Transylvanian, Romanian, Hungarian, or even German producers.

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Innovative communication

Online application – also on iPad - for Dutch farmers to calculate in simple steps estimated effects of the CAP reform on their payment entitlements
Contact:Anne Bruinsma
Email:a.s.bruinsma@mineleni.nl
Website:www.glbcheck.nl

Target:

Netherlands, EU-Member States

Keywords:

CAP App, Dutch Ministry of Economic Affairs, Agriculture and Innovation, German, French, English, LTO Nederland, ICT tools, Online application, IPad, Tablet App, CAP reform, Negotiation, Payment entitlements, Effects, Dutch farmers, Project 2012, Finalist 2012, Winners 2012

The CAP App

3rd Prize in the category ‘Innovative communication’ of the CAP Communication Awards 2012

The Dutch Ministry of Economic Affairs, Agriculture and Innovation developed a CAP App to allow farmers in the Netherlands to get timely insight into the effects of the CAP reform. In cooperation with several partners, both governmental and non-governmental, the CAP App was produced - a web application and tablet App (for iPad). This online tool enables farmers to determine what the estimated effects of the CAP reform will be for his or her farm in a few simple steps.

Farmers can use the App to calculate the value of their payment entitlements and to check to make sure they satisfy all necessary requirements. In June and July 2012, the Ministry and LTO Nederland organised CAP information sessions during which a prototype was tested. The App was considered very valuable, both as a tool for farmers to get insights on the latest state of affairs and as a tool to facilitate advisors and intermediaries to inform their constituencies. The CAP App was released on 26 September at the CAP conference. The CAP App is distributed through several websites and agricultural advisors built an ad-on website containing a list of business advisors for all regions.

Through a range of communication measures conducted by all partners in the CAP App public-private partnership, the aim was to reach 90 % of Dutch farmers for whom the CAP reform is relevant. Communication measures include articles in agricultural press, press releases, a targeted program for agricultural students, and the integration of the App into a CAP training session for agricultural advisors and intermediaries.

The CAP App uses the Internet and ICT tools for delivering government information and services to citizens. Complex legislation and regulations is translated and broken down into a few easy steps and understandable consequences. In the future even more value will be added by integrating the CAP App into government ICT infrastructure, linking the App to data which already managed by the NSIR (National Service for the Implementations of Relations) There are also plans to expand the current model to include the 2nd pillar through a crowdsourcing and open data project. Farmers and their advisors understand the basics of the reform (basic premium, greening, innovation schemes and agricultural nature conservation).

The outcome is that farmers and their advisors understand which parts of the reform are relevant for their farm while it is still under negotiation. The CAP App is being translated in German, French and English and plans are being made to make the App more broadly available. As a note, no rights can be derived from the figures generated by the CAP App - they are intended for indicative use only.

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Innovative communication

A research and networking project to design a coherent set of measures and policies for an integral development of sustainable agriculture in the EU
Contact:Ecaterina Daniela Zeca
Email:Daniela.Zeca@ugal.ro

Target:

EU-Member States, non EU-Member States, Worldwide

Keywords:

EcoAgroCluster, Agroeconomy, Ecoproducts, R&D, Environment, Food crisis, Pest control, Industry, Technology, Eco agro resources, Sustainable agriculture, Health, Food production, Project 2012

The Ecoagrocluster an answer to global challenges, focus on Sustainable Development (Ecosanogeneza from Professionals to the General Public / Applied Marketing)

EcoAgroCluster promotes existing native competencies in the area of food production, technologies and marketing, to enable networking among industry participants. The aim of the project is to design a coherent architecture of measures and applicable policies for an integral development of sustainable agriculture in the EU, to enable networking among research centres, agricultural producers, industry participants, and consumers, and to promote the integrated production mechanisms for the maximum use of eco agro resources.

Imposing the concept of sustainable agriculture is not easy, especially in times of crisis, and now on the brink of predicted food crisis, people are almost exclusively interested in the quantity that a particular product brings. There can be no doubt that, apart from the need to strengthen financial regulation at national level, current problems of global agro-economy require global and local solutions, and as researchers we must play a central role in this process.

Our target audience are people and operations over the entire value chain: agricultural research, agricultural production, food processing, trade and industry, food retail and wholesale processing, cleaning supplies, pest control, packaging, research and development, and laboratories. The EcoAgroCluster includes a network which valorises results of research in eco-vegetable and animal farms, and the eco-agro industrial sector.

EcoAgroCluster will organise and promote workshops focused on the companies’ needs on topics such as the changes to the CAP and effects until 2020 on sectors such as eco-fruits and the eco-tomato, warehouse management, food preservation and the conservation processes, packaging and materials in food contact, use and recovery of by-products, antiseptics processes and quality certification systems between industry and agricultural, eco-clients management and marketing. The aim is to promote awareness among stakeholders to support environmental, economic and health policies, as well as providing information to educate people in the benefit of goods which have been produced not at the expense of the environment.

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Innovative communication

Project to promote sustainable lifestyle showing food can be a remedy – YouTube videos, calendar with health tips, and stand at AGRARIA fair 2012
Contact:Helmut Eiselsberg
Email:helmut.eiselsberg@lk-ooe.at

Target:

Austria

Keywords:

The future needs roots, Food remedy, AGRARIA fair 2012, AGRARIA Messe, Heilmittel und Genuss- Kalendar, Health tips, Snowball effect, Sustainability, Beauty, Doctors, Prevention is better than cure, Local produce, Seasonal, Traditional remedies, Project 2012

THE FUTURE needs ROOTS - Traditional remedies from rural areas (ZUKUNFT braucht WURZELN - Traditionelle Heilmittel aus dem Ländlichen Raum)

The objective of the ‘The future needs roots’ project is to promote sustainable lifestyles – with the idea that prevention is better than cure, and that food can be a remedy. A further aim is to reposition rural areas as not only a centre of production for local, seasonal produce, but also a way for stressed city inhabitants to recover. Furthermore, the countryside is the home of knowledge of traditional European remedies that have lasted for generations, and these age-old remedies can be combined with conventional medicine to give added value today. In addition, it is possible to demonstrate the possible medicinal applications of everyday foods.

The stand ‘The future needs roots’ was exhibited at the AGRARIA fair 2012, receiving more than 13 000 visitors. There were eight traditional remedies plus a new practice - green smoothies - presented by engaging staff. There were also 10 short films, presenting nine traditional remedies and their practical uses – these videos are available on YouTube at any time. This allowed interesting publicity in advance, as well as optimum service to customers following the fair. To continue the project, a Cure and Enjoyment Calendar 2013 (Heilmittel und Genuss- Kalendar) was produced offering 3-4 tips each week depending on the season in the fields of prevention, healing, diet, exercise, health, beauty and culture. The calendar was sold from the opening press conference, and by the end of calendar year 2012, 20 000 pieces had been marketed.

The aim was to provide decision-makers and multipliers of organisations with ideas for sustainability, prevention and new ways of living. The audience in particular was health communities, political organisations, nursing homes, hospitals, farmers organisations, ‘Kneipp’ clubs (Kneipp-Vereinen), spas, old peoples’ organisations, herbal educators, and so on, as well as women aged over 40, and men over 50.

700 visitors made the horseradish necklaces (‘Kren-kette’) and 1 000 visitors made a green smoothie, with 5 000 visitors tasting it, with many saying they were very impressed. The novel and unique remedies and the 2013 Calendar triggered a snowball effect thanks to customer enthusiasm and word of mouth interest. Many managers of companies and organisations purchased the calendar as a Christmas gift for employees.

Since the beginning of the implementation phase, more and more activists are taking up our themes and content. Therefore it seems that our project is not just a passing phase but rather the beginning of a new era in the fight for sustainable, eco-social lifestyles.

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Innovative communication

Innovative camping site project developed by Creative Rural Communities in Wales to trial six new coastal campsites in the Vale of Glamorgan

Target:

United Kingdom, EU-Member States

Keywords:

Perfect Pitch, Campers, Camping site, Wales, Creative Rural Communities, Vale of Glamorgan, Slow Tourism, Carbon footprint, Marketing campaign, Communication, Campaign, Green travel, Environment, Project 2012

The Perfect Pitch

The Perfect Pitch was an innovative project developed by Creative Rural Communities in cooperation with local landowners to trial up to six new coastal camp sites in the Heritage Coast region of the Vale of Glamorgan over the summer of 2012. The key objectives were to raise the profile of camping in the Vale of Glamorgan, reduce the amount of illegal camping, and support the development of Slow Tourism initiatives in the region, encouraging visitors to travel less, with a lower carbon footprint, become engaged in sustainable outdoor activities and involved in the local area. The project also provided landowners with the practical experience required in order to decide whether they would continue on a permanent basis, as prior to the project many landowners claimed they did not have the confidence, skills or knowledge to give such a task a try.

The Perfect Pitch initiative was driven by a targeted marketing campaign, including creative branding, professional photography, on-line and hard copy advertising, editorial, listings, and support to participating sites to develop existing marketing. Central to this was a website through which all marketing activity was driven. Moreover the key communication tool on the website was the Perfect Pitch Blog, which highlighted the story of the Perfect Pitch initiative. (http://perfectpitchcamping.co.uk/blog/)

The target audience was split into four categories: potential visitors, the local community, the camp-sites, and other areas/landowners. To maximise return on investment, marketing activity was concentrated to specific regions throughout Wales, West of England and M4 corridor as well as targeting specific leisure and camping markets. The website totalled 8 881 visitors (7 342 unique visitors). There were 996 campers in total, spending a total of 73 639 EUR.

Of the five trial campsites, all indicated that they wished to continue operating their sites in the future. One site has already obtained full planning permission, two are developing planning applications, and one has indicated that they wish to continue operating under the 28 day rule as it currently exists. One participating campsite stated ‘I had been thinking of introducing camping pitches several years ago did not have the confidence to take this project forward because of concerns over legal issues but Perfect Pitch provided the reassurance and support to take it forward during 2012’. The project undertook an external evaluation as well as developing a 'toolkit' which is an innovative communication tool to assist others looking to develop similar projects or campsites of their own. Feedback from campers was positive - one visiting camper stated ‘we weren't sure how many nights to stay. But after such a lovely time was had on the first night we just had to stay another!’

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Innovative communication

Totheshelf is an app helping to create a smartphone network of farmers and traders
Contact:Nikos Yiannopolitis, Manager
Email:info@totheshelf.com
Website:

Target:

Greece

Keywords:

Totheshelf, IPhone app, Farmer, Agricultural trade, Network, Sellers, Market, Project 2013

To the Shelf - linking growers to the world

“Totheshelf” is an innovative iPhone application that links growers to traders, and vice versa. Available for download at the Apple App Store, the intention is to build up a global network of buyers and sellers of agricultural products. The network is free to join and functions via an iPhone or iPad device. Now, agricultural products can go from the field to the global market and onto shelves faster and easier.

The app’s main objective is to help food producers promote and sell their products in a fun, easy, and workable way whether in an office or on the tractor. The app targets farmers, cooperatives, wholesalers, brokers, importers, exporters, industry, hotels, restaurants, suppliers, super markets, groceries, retailers – basically anyone who is involved in trading animal or plant food products.

To date, the app has had more than 1 100 downloads worldwide via the Apple App Store. It is soon to become available on Google Play, opening it up to an even wider audience of users who will be able to directly take up contact with anyone who is involved in the agricultural sector. Methods of promoting the app have been done through press releases, exhibitions, and via popular media in Greece.

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Communication to the public

Network of training centres in rural areas in Spain and Portugal to reduce differences in training and develop communication and involvement
Contact:Goverment of Extremadura (Spain), General Direction for Rural Development of Extremadura
Email:teresa.macias@gobex.es

Target:

Portugal, Spain

Keywords:

Trans – Formacion, Network of training centres, Rural development, Food production, Facebook, Twitter, LinkedIn, Companies, Training, Campaign, Spain, Portugal, Interaction between students and teachers, Education, Project 2012

Trans – Formacion (Transformation of training in rural areas)

The TRANS – FORMACION project is a network of training centres in rural areas, with several educational subjects in the fields of agriculture, livestock, forestry and environment. The aim of the project is to inform the public and attract users, and focuses on areas in Spain and Portugal where there is a greater need for training in rural areas. The priority area is the region of Extremadura in Spain and Low Alentejo, Central Alentejo, High Alentejo and Beira Interior-south in Portugal, with a population of 1,691,001 people in total, but participation extends to other member states and even countries outside the EU (in the Training Centres Network there have been students from Ecuador and Equatorial Guinea).

The objective was to reduce differences in training and assistance in rural areas between the territories of its area of action, providing a public service, sensitizing other regional institutions, local governments, agricultural organizations, development agents in the territory and its inhabitants. There are four lines of action taken: through training centres with interaction between students and teachers; communicating about these activities through communication channels; creating a collaborators network with the project; and helping companies take part in an active way.

Over the project there were over 30 press releases, and news was disseminated through national agencies, and at least three internationally active agencies. There were 7250 visits to online spaces of the project and 1200 participants in actions. 54 companies were involved directly and 260 indirectly.

The project has a large emphasis on rural development. Achieving the goal of competitiveness in rural areas is possible if the territory has trained professionals who may have been trained by different European professionals, allowing people to learn about new ways of producing food or new tools to increase sustainability and activity in rural regions. There were new ways of working, including allowing access to e-platforms learning, activities, campaigns, participation in events, information exchange, as well as use of social networks - both popular channels (Facebook / Twitter) and professional (LinkedIn).

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Communication to stakeholders

viEUws provides in-depth analysis and coverage of CAP reform debate and decision-making process through innovative and exclusive series of videos
Contact:David Thual, Managing Director/Publisher at viEUws
Email:davidthual@vieuws.eu
Website:www.vieuws.eu/food-agriculture/

Target:

EU-Member States

Keywords:

Twitter, CAP reform process, Live streamed debate, Hashtags, #CAPreform, MEPs, Commissioner, Social media, ViEUws, Agriculture, Debate, Negotiations, European Parliament, Project 2013

viEUws video reports on CAP reform

Since 2010, viEUws has been providing in-depth analysis and coverage of the CAP reform debate and decision-making process through an innovative and exclusive series of video programmes. The series of videos covered the CAP reform process in its entirety, specifically looking at the three proposals tabled by the European Commission: Single Common Market Organisation, direct payments and rural development.

The viEUws’ series of videos included three types of programmes: exclusive interviews with key players and stakeholders (Agriculture Commissioners, MEPs, Ministers and representatives of the Member States etc.); monthly video briefing on the CAP negotiations (viEUws’ Brussels Briefing series); and finally a debate streamed live from the European Parliament between Paolo de Castro MEP and EU Commissioner for Agriculture Dacian Cioloş.

The main objectives were to raise awareness and provide a better understanding of the negotiations on the CAP reform, by explaining complex negotiations and the role played by each EU institution, while putting a face on the main stakeholders in the debate. viEUws aimed to use innovative means to reach our audience by disseminating our videos through a combination of social media and partnerships with agriculture-related websites.

The result is that in less than three years, viEUws has become a highly popular video platform, as well as serving as a reliable source of information on the CAP reform debate. The site measured a very significant increase in traffic for agriculture-related video content. In total, the agriculture-related videos (Brussels briefing, interviews, live debate, etc.) were played over 185 000 times, and coverage reached its peak during the live streamed debate on 20 June 2013 which was watched 8 890 times, and live by 238 viewers at a given time.

The project continues until July 2014, and so far has succeeded in reaching a wide audience in all EU Member States, as well as beyond, notably in the United States and Canada. Social media not only promoted viewers to share videos, by using specific hashtags such as #CAPreform, also by @mentioning ‘influencer’ on Twitter, to engage people in the debate.

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Communication to the public

Slovenian TV series of documentary-style episodes on the importance of food to the future and as a strategic raw material
Contact:Barbara Zrimšek
Website:www.rtvslo.si/villagefolk/

Target:

Slovenia, EU-Member States

Keywords:

TV series, Documentary-style, Food, Strategic raw material, Sustainable raw material, Green jobs, Project 2013, Finalist 2013, Winners 2013

Village Folk – Ljudje Podeželja

3rd Prize in the category ‘Communication to the public’ of the CAP Communication Awards 2013

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Communication to the public

Promotion of Estonian Ploughing Championships to a wider audience via projects involving VIPs
Contact:Kristiina Pauskar
Website:www.eestikynniselts.ee

Target:

Estonia

Keywords:

VIPs, Estonian Ploughing Championships, Agriculture, Wider audience, Project 2013

VIP'ide künnivõistlus – VIPs on Tractors: VIP Ploughing Contest

The project ‘VIPs on Tractors’ was created to increase awareness of the historically important Estonian Ploughing Championships which date back to 1874, to emphasise the importance of Estonian agriculture, honour the profession of farmers, and bring the attention of a wider audience to life in Estonian rural areas.

To bring the Estonian Ploughing Championships closer to people, make it popular and reach a larger audience, ‘VIPs on tractors’ and ‘VIP Ploughing Contest’ were created. The projects involved celebrities from different sectors such as entertainment, politics, the media etc. Information about the projects was disseminated via TV, radio, print and online media.

The innovation of the project is in the concept that helped to solve the issue of how to bring a niche agriculture event to wider, urban audiences. The Estonian Ploughing Championships have a very long history and are an important event in the agriculture sector, but were previously unknown and didn't engage with a wider audience.

The projects received coverage on radio, TV, print and online media. All the biggest TV stations – ETV, Kanal2 and TV3 covered the news, some of them on several occasions. The reach of the coverage is estimated to be around 350 000 - 500 000 in a country with a population of 1.3 million.

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Communication to the public

Interactive stand on the importance of farming - games for children and recipe brochures for their parents with recipes and information on CAP

Target:

Belgium

Keywords:

Well farmed. A portion of agriculture on your pl, Flemish provinces, CAP, Recipes, Labyrinth, Food chain, Stands, School teachers, 50 years of CAP, Information signs, High-profile visitors, Campaign, Project 2012

Well farmed. A portion of agriculture on your plate!

Well farmed. A portion of agriculture on your plate!' visited the five Flemish provinces during several summer weekends to inform the public with an interactive stand on the importance of agriculture and horticulture in the past, present and future. The aim was to create more respect and understanding for farmers.

The event started on 8 July 2012 and ended on 8 September 2012. The information on this tour was communicated on our website as well as on others, in magazines of agricultural organisations, by touristic services, press releases and so on. The messages were communicated through two ways: interactive games for children and information signs for their parents/grandparents. All participants received also a brochure on 50 years CAP with some nice Flemish recipes. In total 5 500 enthusiastic children, parents and grandparents visited our stand. They all learned about the evolution in agriculture, and the role of 50 years CAP in this.

There were five defined key messages: -‘From seed to plate’ -‘Honest prices for honest and delicious dishes’ -‘Delicious and healthy from our own land’ -‘The right farmer in the right place’ -‘Farmer as entrepreneur’. Children had the chance to experiment in a child's laboratory and seeing on how science and agriculture are combined. There was also a labyrinth of the food chain and they were able to create a landscape, plus a game in which children had to catch the 'risks' farmers encounter on their farm. There was a supermarket where children could scan cardboard food, and find out what part of the amount we pay in the shop goes to the farmer. Their parents were happy to see that their children could amuse themselves without television or computer, and they also learned about agriculture.

The project reached around 5.500 people directly (700 persons per day), and most of them got the message we wanted to tell. Many objects from the stand can be used at other occasions, for example during agricultural fairs. From the side of the farmers there were also many positive voices. They were pleased that their job was presented like it is, with the advantages and disadvantages, brought in a positive way. We also did a survey among the participants. The vast majority (more than 90%) of the visitors were very positive about the stand, it was attractive, clear and informative. Many teachers asked us to come to their school with the stand, because it’s so informative and fun. Kris Peeters, Minister-President of the Flemish Government and Flemish Minister for Economy, Foreign Policy, Agriculture and Rural Policy, opened the stand on 8 July in Alden Biesen. During the other editions we also welcomed some high-level visitors: the president of a Flemish farmers organization, the mayor of Ghent, an EP-member, the mayor of Bilzen, and a representative of the Province of Limburg.

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Communication to the public

Film by Corrèze Local council on use of European agricultural funds in their region.

Target:

France

Keywords:

Conseil général de la Corrèze, European Agricultural Fund for Rural Development, Film, Local projects, Benefits, Communication tool, Project 2013

What is Europe doing for our region (Corrèze)? - Que fait l'Europe pour nous à l'échelle de notre territoire (Corrèze)?

The Conseil général de la Corrèze (Local council), the financing authority for the European Agricultural Fund for Rural Development (EAFRD) grants, decided to inform the public about EAFRD-funded projects with an exhibition, leaflet and a film/video which present five local projects which have benefited from EAFRD funds: an intermunicipal dance school and dance room in Haute-Corrèze; a nursery in Cosnac village; a nursery in Uzerche; and a leisure activity youth centre in Sainte-Féreole.

The objective of the campaign was to inform the general public that European Agricultural policy funds are not just grants for farmers but have a real impact on rural life and to inform them of the different services, equipment and infrastructure around them, in their daily life, which have benefited from European agricultural funds.

The campaign materials have been distributed at events and on the web. The film was shown at an exhibition on European funds at the Conseil général de la Corrèze. It is also on various websites.

The Conseil général de la Corrèze exceeded its publicity obligations by creating this film as a more attractive, dynamic and pedagogical communication tool, which allows for a better dissemination of the information.

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Communication to the public

Campaign for environmentally friendly reform of the CAP – three-minute informative video produced by European Environmental Bureau (EEB) and Birdlife
Contact:Alison Abrahams
Email:alison.abrahams@eeb.org
Website:www.eeb.org

Target:

EU-Member States, Austria, Belgium, Bulgaria, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden

Keywords:

European Environmental Bureau (EEB), Birdlife, NGOs, Conference on the CAP Reform, Denmark, YouTube, Greener, Fairer, European environment, Video, Biodiversity, Campaign, Project 2012

Why we need a green reform of the CAP now

The European Environmental Bureau (EEB) and Birdlife have campaigned throughout the current reform for a greener and more environmentally sound CAP. With a short (3 minute) video, the message for a greener fairer CAP was communicated in a way that was accessible for those who are not aware of the technical elements of the CAP. The idea of the video is to make the audience better understand the necessity of the greening and the urgency of undertaking it, by highlighting the dramatic impact that the CAP has had on the European environment. The video was launched at the beginning of our conference on the CAP Reform in Denmark in March 2012 - during the Danish Presidency of the Council of the EU.

After the launch at the conference the video was distributed to stakeholders by the European initiators of the project and by our members on Member State level. It was placed on the EEB and Stichting BirdLife Europe websites, and was also tweeted to further disseminate it. It was retweeted many times by a wide range of people. Immediately after the video was shown at the conference in Denmark it was mentioned by the Danish Minister for the Environment in her speech. This demonstrated that the message was indeed taken up by the speakers and stakeholders at the conference. Since its launch the video has been viewed 4 735 times on YouTube.

Communicating about the CAP via a video was a new and innovative way to take the issues which surround the reform, which are all too often only discussed by a minority to a wider audience. By using images and music the video made the issues, which are very complex, easier to understand. It related the issues to images which are more 'close to home' for people watching such as birds and butterflies that they see around them all the time. Moreover, it connected difficult issues such as biodiversity loss and water pollution to numbers which made the subject much more real.

Other NGOs expressed plans, subject to budget, to translate the video into other languages and further disseminate it into non English speaking countries and communities. This video is an excellent example of rendering a complex policy area and the urgent needs for its reform more easily understandable.

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Communication to the public

Campaign from German Farmers' Federation including open farm days, print media, billboard adverts, social media, and guided walks
Contact:Michael Lohse
Email:m.lohse@bauernverband.net
Website:www.die-deutschen-Bauern.de

Target:

Germany, Austria

Keywords:

Work with passion, Arbeit mit Leidenschaft, Open farm days, Tag des Offenen Hofes, Guided walks, Billboard adverts, Social media, Print media, CAP, Campaign, Project 2012, Finalist 2012, Winners 2012

Work with passion (Arbeit mit Leidenschaft)

3rd Prize in the category ‘Communication to the public’ of the CAP Communication Awards 2012

The German Farmers' Federation (Deutsche Bauernverband (DBV)) cooperated with the 18 Regional Farmers’ Federations to start up an information campaign ‘Work with passion’ (‘Arbeit mit Leidenschaft’) where the aim was to communicate to consumers in Germany the numerous advantages that the CAP and farming families provide for German society.

he campaign was oriented towards consumers, politics and media. Traditional media, such as print and brochures were used alongside other types of media, including dedicated internet sites (“Die deutschen-Bauern.de”) and billboard posters in cities and towns. In 2012, the use of social media including YouTube and Facebook were incorporated into the campaign. Other initiatives included discussions and dialogues with various interest groups (multipliers, politicians, media), guided walks with information on biodiversity, the environment and ways to protect it (in the frame of the International Year of Biodiversity), as well as the Open Farms’ Day (Tag des Offenen Hofes) 2012, with 800 agricultural holdings taking part across Germany.

he target audience was consumers, since the EU Agricultural policy is also a consumer policy. Surveys and analysis shows that the population has high demands for food quality as well as for the protection of nature and animals, but has limited knowledge about the CAP and the good actions farmers take.

he human work and achievements in agriculture are at the heart of the campaign. Special photo and video shootings were produced with the aim of providing interesting information for the consumer. Young people were reached through social networks, families through the “The Open Farms’ Days), and the 29-Cent-Aktion (the daily cost of the EU Agricultural policy – i.e. less than a bread roll) was used as a starting point for political discussion.

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Communication to stakeholders

Foodfirst for Thought events were held as part of the World Horticulture Exhibition ‘Floriade’ in the Netherlands in 2012 to discuss food scarcity and related topics.

Target:

EU-Member States, non EU-Member States, Worldwide

Keywords:

FoodFirst for Thought, Agriculture, Scarcity, Floriade, World Horticulture Exhibition, Netherlands, Foodguerillas, Project 2012

World Horticultural Expo Floriade: The FoodFirst for Thought events

The aim of FoodFirst programme is ‘To put food and agriculture at the heart of the political debate from the angle of new global realities, food scarcity, and demographic trends.’ The programme was began in 2007 and has since acquired considerable support. In 2010 the initiative partnered with the Floriade 2012, to form the Platform FoodFirst-Floriade 2012.

The World Horticulture Exhibition ‘Floriade’ is an international event, organised in the Netherlands every ten years. It is a world stage for Corporate Social Responsibility in horticulture and for sustainable and healthy produce and is open to the public and professionals for six months. Floriade 2012 welcomed well over two million visitors to events and exhibits on themes such as food security, agricultural innovation, sustainable agriculture, green cities and more.

The FoodFirst for thought - Floriade events were aimed at professionals and each welcomed around 150 experts on food issues from all over the world to discuss current food-related topics with international speakers. A lot of young people were involved in these events and held contests on innovative ideas and strategies: for instance the network ‘Foodguerilla's’.

Most of the communication was implemented as part of the overall communication on the Floriade, via radio, national and regional television, newspapers, internet, youtube, email and billboards. Dialogue will also be maintained with the participants of the event.

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Innovative communication

Exciting and innovative cooking classes for children aged 6-16 years in the Netherlands to learn about food origin and healthy eating
Contact:Annemiek Canjels
Email:ampa.canjels@prvlimburg.nl
Website:www.kokkerelli.nl/

Target:

Belgium, Germany, Italy, Netherlands

Keywords:

Kids University for Cooking - Kokkerelli, Cooking classes, World Horticulture Expo Floriade, Ciolos, Food security, Dietary habits, Healthy eating, Obesity, Diseases, Children, The Netherlands, Holland, Origin of food, Project 2012

World Horticulture Expo Floriade: Kids University for Cooking / Kokkerelli

The Kids University for Cooking - Kokkerelli offers exciting and instructive programmes for children aged 6 -16 to become aware of their dietary habits. It’s about connecting the future of food and our children’s health and promoting healthy eating – important for their growth, energy and resistance, but also to prevent them from obesity and other diseases. Inspired by the children themselves and in collaboration with science, education and business partners, The Kids University for Cooking was based at the World Horticulture Exhibition ‘Floriade’, and was continued afterwards with its base at Villa Flora in Venlo, the Netherlands, since 2013. The founding partner is Scelta Mushrooms.

At the Floriade, a complete kitchen was installed, and children could come to taste food, learn about food and best of all, cook food themselves. They dress up as little cooks, are given fresh and mostly local products to work with, and do a fun class of cooking. The Kids University also visits schools and does cooking classes on site. The groups go into the countryside to visit farms and greenhouses. The objective of the activity is to make children aware of the origin of food, the importance, the impact of food on health, and the fact that it should not be taken for granted that there is always sufficient food available. By involving children in cooking and by having them communicate with farmers, they learn to appreciate the value of food and the people that work hard to bring it to the table.

During the Floriade, every day dozens of children participated in the Kids University for Cooking activities. The goal was to enable 100 000 children to experience food at a stimulating and exciting playground each year – these children are mainly from the Netherlands but also from bordering regions in Germany and Belgium. Through the children, also teachers and parents are targeted, but after all, it is the children that matter the most, since they will be the policy makers, consumers and entrepreneurs of the future of the EU.

This project is particularly innovative because of the educational method: live cooking instead of studying – which truly involves the children. The project received a lot of attention in the media including regional television and newspapers, and there are also news and videos available on the project website. Looking back ten years from now, we expect to see the year 2012 standing out as the year in which the right path towards global sustainable food security was defined by leading politicians, such as Commissioner Ciolos. Kokkerelli is an idea that is different and unique, and very much enjoyed by the children.

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Innovative communication

Documentary website by Ministries of Agriculture of Spain, France and Netherlands - section on agriculture and environment for CAP’s 50th anniversary
Contact:Juan Manuel Garcia Bartolome
Email:bartolome@magrama.es
Website:www.ruralmedia.eu

Target:

EU-Member States

Keywords:

Ruralmedia, Local Action Groups, National University for Long Distance Education, Politique Agrícole Commune. La Voix de ses pèr, Overstag, Sicco Mansholt, Origin and evolution of the CAP, Spain, France, The Netherlands, Agriculture and environment: a natural and neces, Project 2012

www.ruralmedia.eu: Sharing and reutilising photographic and cinematographic resources

The Ministries of Agriculture of Spain, France and the Netherlands launched Ruralmedia together. On the occasion of the CAP’s 50th Anniversary, a special section was created, named ‘Agriculture and environment: a natural and necessary alliance’, with a selection of documentaries from historical and modern collections, showing the evolution of the Spanish agriculture before and after joining the EU, farmers’ concern for sustainable use of natural resources, as well as several actions for raising public environmental awareness promoted by the Spanish Administration and related to the Common Agricultural Policy (CAP). The French Ministry of Agriculture produced a documentary entitled ‘The Common Agricultural Policy: The voice of its fathers’ (Politique Agrícole Commune. La Voix de ses pères), which is considered the basis for the analysis of the origin and evolution of the CAP. Finally, there is a sample of the documentary, Overstag, Sicco Mansholt (1908-1995) - doubtlessly a key figure in the genesis of CAP.

All documentaries included on www.ruralmedia.es are subtitled in English, and, in some cases, in the original English version. Some of the target audiences include National (TVE) and regional public television networks, written press, audiovisual producers, Local Action Groups, Middle and high level educational institutions - specifically the National University for Long Distance Education (UNED) and CHIL, platform for professionals in the realms of agriculture and the environment, developed by the School of Agronomic Engineering, Polytechnic University of Madrid, incorporating the social network www.chil.org Spanish Association for Scientific Cinema (ASECIC).

The goals of the project were to restore and add value to the audiovisual heritage on rural development, incorporate the audiovisual heritage to the work of the scientific and education community as a teaching and revitalising tool, to support, promote and produce new audiovisual material that can contribute to spread knowledge and reflection on EU Agricultural Policy, and to facilitate the exchange of experiences and methods of working in the field of rural development.

The combination of old and new materials with latest generation formats, under a sustainability focus, produces a truly attractive and useful tool. Ruralmedia fosters an open new technology- based platform which helps to ‘think in digital’ for images of a rural society under constant innovation. The project has been referred to in the media, including national press (Natura supplement, in El Mundo). On the occasion of Spain’s EU Presidency, the 2nd Meeting of European Rural Film Archives took place in Madrid, and hosted the introduction of the Spanish media library, Ruralmedia, and a special exhibit on “Wine in Cinema” – for which the media impact was high. A brief analysis of the impact of the Ruralmedia website carried out through Google Analytics shows that during the period between 1 January and 15 October 2012, when the section dedicated to the 50th anniversary of the CAP had already been added, there were 7 302 visits and a total of 18 991 pages viewed.

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Communication to stakeholders

Information campaign from Poland with slogan “Reduce the distance. Buy locally” - workshops, culinary contests and meetings with chefs and producers
Contact:Karolina Lupa, European Fund for the Development of Polish Villages
Email:karolinalupa@wp.pl
Website:

Target:

Poland

Keywords:

High quality, Food, Poland, Information campaign, Reduce distance, Buy locally, Workshops, Culinary contests, Adverts, Supply chain, Quality certificates, Local produce, Christmas fair, Project 2013

Żywność wysokiej jakości. Krótsza droga od producenta do konsumenta. - High quality food. Shorter way from producer to consumer.

“High quality food. Less distance from producer to consumer” is an information campaign in Poland focusing on the elements of Common Agricultural Policy related to the consumer - the indirect beneficiary of CAP. The project had the aim of presenting product quality as the major component of high quality dishes, and making all participants in the supply chain more aware about the meaning of food quality.

The actions included 16 meetings between chefs and producers, 5 culinary workshops, a contest for students of catering schools, publications in the media, a website, and a product fair. The overall aim of these activities was to create a cooperation platform between participants of the supply chain, making them more aware about the importance of product quality, as well as the quality management systems at local and European level.

With the slogan, “Reduce the distance. Buy locally”, the communication strategy combined traditional media (regional and national) with more modern media (websites and social networks). Promotional films with famous chefs and an advertising spot were produced to promote short food supply chains. There was also direct communication with beneficiaries – the consumers, in particular during the culminating event, a regional product fair in the run-up to Christmas, which was was an excellent opportunity to make the consumers more aware about the significance of product quality and also increased the interest from the media.

Interest in the project was high - there was a lot of enthusiasm from students, notably for the contest. During the workshops, the students learnt about the importance of high quality products and how to use these in contemporary cooking, and for the contest the students had the challenge of creating dishes using traditional, regional products, including products with quality certificates. The results from the media coverage testify this interest: the circulation of all publications exceeded 30 million, and featured, for example, the event of the contest finalists preparing lunch for the guests of the Polish President’s wife. The campaign website received 30 000 unique visitors and over 7 000 likes on the Facebook page.

The goals of the project were achieved, and was a good investment for the future – the project engaged teachers (who will continue to disseminate the knowledge even to students who did not take part in the project), students (who will be the future chefs and restaurant owners), chefs (who will continue to use the techniques in their everyday work, and producers (who will continue to benefit from the new knowledge of quality management systems and short food supply chains).

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Innovative communication

Online Greenpeace agricultural campaign in Greece gets people behind change to sustainable animal feed
Contact:Lena Karvounaki, Project Coordinator
Email:lkarvoun@greenpeace.org
Website:projectmass.org/

Target:

Greece

Keywords:

Greece, Sustainable, Animal, Feed, Campaign, Cyber-farmer, Online, Non-GMO, Project 2013

Φυτεύουμε τη λύση - Cyberfarmers

As part of Greenpeace Greece's sustainable agriculture campaign, the goal of this action was to reduce the reliance on imported animal feed in Greece and make a switch to local, sustainably produced feed based on protein rich plants without the use of GMOs. The campaign needed to put pressure on animal product companies and the respective governmental ministries in order to achieve change, but in order to drive this forward it was decided to mobilise people and get them to show that they really want change.

To do this, the campaign used an online ‘crowdfunding’ method to ask people to raise money for the cultivation of a field (which was provided complimentarily by a farmer for the project) for growing Greek plants that would become animal feed for cattle that would in turn produce sustainable milk. This real life story would be a solution-based example which would help to substantially raise public awareness and lead to public mobilisation. The campaign was largely online and targeted not only at Greeks themselves, but also at the Greek Diaspora communities abroad, namely in Australia and Germany.

Other actions played into the awareness raising and outreach. An offline action getting volunteers to carry out activities on the sample field further mobilised the public call for action. A toolkit for bloggers (including banners, texts and other material with which to help promote the campaign) was produced and disseminated. An online survey was disseminated to the target audience in order to get their feedback and opinion.

The campaign helped to usher in a new era of people-powered change by getting them to become ‘cyber-farmers’ which gave them a sense of campaign ownership. People could feel that their individual actions made a difference to the overall cause. A good portion of the target audience was successfully reached and got involved. They clicked-through, registered, donated, responded to the survey, participated in the offline actions and continued to follow and be aware of the action. The multiplier and social influencer effect also kept the campaign’s momentum going.

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Communication to stakeholders

Awareness project from the Ministry of Food and Agriculture in Bulgaria giving practical advice about the conditions of EU support
Contact:Minsitry of Food and Agriculture (Bulgaria)
Email:dfz@dfz.bg
Website:www.mzh.government.bg

Target:

Bulgaria

Keywords:

Bulgaria, Ministry of Agriculture and Food, Regional seminars, Stakeholders, Experts, Rural Development Program, EU support, Stock breeders, Farmers, Project 2013

Повишаване информираността на животновъдите по условията за подпомагане от ЕС - Increasing the awareness of the farmers abou

This project from the Ministry of Agriculture and Food in Bulgaria has the aim to enhance the awareness of farmers and stock breeders about the conditions of EU support. This is achieved by disseminating expert information about the details of implementation of the direct payments and the measures of the Rural Development Programme.

The project itself consists of 28 regional seminars in the capitals of the 28 regions of Bulgaria, as well as 14 seminars in other farming cities in rural areas. At these meetings, farmers and people living in rural areas could meet with governmental experts to discuss their needs and problems, as well as how to solve these problems.

By allowing direct contact between experts and stakeholders, this project is innovative in its approach. The aim is to reach as many farmers and stockbreeders possible to make them aware of the details of the CAP regarding stock breeding. There are 33 754 dairy farms registered, as well as plenty of poultry farms, and the goal is to meet with as many of these farmers are possible during the seminars.

The success of this project lies in the fact that stakeholders can get in touch with experts in the normal places they go for business, i.e. usually close to the regional agricultural offices. This is a way they can contact experts with no additional effort, time or resources from their side, and they receive expertise and advice that is tailored to their specific needs. The experts answer concrete cases, provide simulations of real-life scenarios, and give special one-to-one attention for any complex cases.

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EU co-financed actions

International conference in Athens on future of olive sector in framework of new Common Agricultural Policy 2013-2020
Contact:Vassileios Zampounis
Email:info@axionagro.eu
Website:www.axionagro.eu

Target:

Cyprus, France, Greece, Italy, Portugal, Spain, Croatia

Keywords:

Olive sector, Common Agricultural Policy (CAP) 2013-2020, International Olive Council (IOC), International conference, Mediterranean, Greece, European Commission, Project 2012

“The Olive Sector: 2020 Vision. Subsidies, international market, quality and environment within the framework of the new Common Agricultural Policy 2013-2020” conference

In April 2011, AXION EDITIONS organised a two day international Conference in Athens: ‘The Olive Sector: 2020 vision - Subsidies, international market, quality and environment within the framework of the new Common Agricultural Policy 2013-2020’. This conference, co-financed by the EU, is unparalleled in its scale and significance in the field.

Four European Commission Officials participated as speakers, along with the Executive Director of the International Olive Oil Council (IOC), presidents or directors of Associations and other organisations from eight countries and scientists from four countries. The Conference was attended by 247 people and the conclusion reached was: ‘The olive sector 2020 vision - the road ahead is still open!’

The main purpose was to inform the professionals working in this domain about the new CAP. The Commission officials were invited to address concerns about the ending of subsidies in the agricultural domain. The state of international markets was also on the agenda given that olive products are in surplus in the Mediterranean and their trafficking is of vital importance. The third topic addressed was quality and innovation in the agri-food chain from the producer to the final consumer where security, hygiene and quality are cornerstones. The international nature of the conference - with speakers from international organisations (the IOC and Commission) and from nine different countries – was also a highlight. The participation of Greek and foreign media contributed to spreading the optimistic outlook of the conference attendees, something important at a time when the financial crisis influences not only Greece but all South European producers.

The conference succeeded in gathering people from different countries, active in different categories and types of olive products, specialised in different business and/ or expertise. Due to the successful publicity not only in Greece but in other countries as well, i.e. Italy, Spain, Cyprus, Turkey –the issues that the conference dealt with reached a significant number of people, not only farmers but all the stakeholders involved in the agricultural (olive) sector. Taking into account the high repute and expertise of the speakers, the large number of questions and the lengthy open dialogue, the positive comments and the overall image in the mass media, the conclusion reached is that the final action is a good example of innovative and creative communication.

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