Client: European Food Safety Authority (EFSA)
Campaign: Stop African Swine Fever (ASF)
Year: 2023
Services Provided: Market Research, Awareness Campaign Management, Stakeholder & Media Relations, Webinars and Informative Meetings, Media Relations, Media Monitoring
Overview:
In 2023, Iceberg Communication partnered with the European Food Safety Authority (EFSA) to manage the “Stop African Swine Fever” (ASF) campaign. The goal of this initiative was to increase awareness about African Swine Fever—a contagious disease affecting pigs—among key stakeholders, including farmers, veterinarians, and the general public across Albania and the region.
Objectives:
- Raise awareness about the prevention of African Swine Fever.
- Engage key stakeholders and the public to drive preventive actions.
- Establish clear communication channels with media and authorities.
- Monitor public sentiment and media coverage to gauge campaign effectiveness.
Approach:
- Market Research: To tailor the campaign for maximum impact, Iceberg Communication conducted thorough market research. We analyzed local knowledge, behaviors, and perceptions related to ASF, as well as the most effective channels for reaching target audiences, including farmers, veterinarians, and agricultural authorities.
- Awareness Campaign Management: A comprehensive awareness campaign was launched, leveraging both online and offline channels. The key messages focused on the importance of prevention and immediate reporting of ASF cases. Through creative visuals, concise messaging, and educational materials, the campaign was designed to resonate with diverse audiences, ensuring a clear understanding of the severity of the disease and the steps to combat it.
- Stakeholder & Media Relations: We engaged with relevant stakeholders, including governmental bodies, veterinary associations, agricultural organizations, and the media. By developing strong relationships, we ensured that accurate and timely information reached all sectors involved. Regular updates were provided, and media kits were distributed to amplify campaign reach.
- Development of Webinars and Informative Meetings: To facilitate knowledge sharing, Iceberg organized a series of webinars and informative meetings with key stakeholders, including farmers, veterinarians, and agricultural experts. These events provided valuable insights into ASF prevention and allowed for open dialogue, ensuring that all participants were well-informed about the risks and preventive measures.
- Media Relations: Our team implemented a proactive media strategy to ensure that ASF awareness received significant coverage across TV, radio, print, and online platforms. We organized press briefings and provided journalists with expert commentary and resources to keep the public well-informed.
- Media Monitoring: Throughout the campaign, Iceberg Communication closely monitored media coverage and public sentiment to evaluate the campaign’s effectiveness. Using advanced tracking tools, we measured the reach of the campaign, assessed media outputs, and adjusted strategies in real-time to optimize engagement and ensure accurate reporting on ASF prevention.
Results:
The campaign’s earned media efforts focused on outreach to key media outlets to amplify its messages. A total of 29 media outlets were strategically mapped, with outreach extended to 30 outlets. As a result, the campaign secured 10 distinct media results, achieving 7 mentions directly related to the campaign’s messages. The coverage reached a combined audience of 915,000, indicating effective dissemination and visibility of the campaign’s core messages through the media landscape.
In terms of stakeholder engagement, the campaign successfully identified and mapped 21 relevant stakeholder organizations. Proactive outreach efforts extended to 37 organizations, resulting in active participation from 8 key stakeholders. This engagement generated 26 stakeholder-driven results, showcasing the campaign’s capacity to foster collaboration and build alliances with critical partners to enhance the impact of its initiatives. This dual approach of earned and shared media successfully broadened the campaign’s reach and solidified its presence within the targeted audience and stakeholders.
Conclusion:
The EFSA “Stop African Swine Fever” campaign was a resounding success, thanks to a well-coordinated strategy that combined market research, media engagement, stakeholder collaboration, and real-time monitoring. Iceberg Communication’s expertise in campaign management and public relations ensured the message reached the right audiences, driving awareness and action to help prevent the spread of ASF.