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Other Case Studies:
Client: IAASTD
Project: Global outreach coordination and International Assessment of Agricultural Knowledge, Science and Technology for Development (IAASTD)
The IAASTD was established to examine the potential for agricultural knowledge, science and technology to reduce hunger and poverty and drive socially, economically and environmentally sustainable development. GREEN Reach was engaged to organise, coordinate and promote the UK and European press launches of the IAASTD report - to secure coverage that would increase the profile of IAASTD key findings - and to act as primary communications support at the Johannesburg plenary.
The key objective was to align the communications strategy with the aims of the report and ensure that all communications accurately reflected the report findings.
By critically evaluating all communications materials produced prior to our appointment, we were able to align campaign aims with those of the report while ensuring the integrity of the IAASTD process was not compromised.
We wanted to ensure that the impact of the press launch was not compromised by early releases from any of the key stakeholders in Johannesburg.
In order to maximise the impact of the release of the report findings globally, GREEN therefore chaired the communications and outreach sub-committee of the IAASTD bureau and facilitated a commitment to an embargo from key Civil Society Organisations, governments and news agencies at the plenary.
We wanted to ensure that the impact of the press launch was not compromised by early releases from any of the key stakeholders in Johannesburg.
In order to maximise the impact of the release of the report findings globally, GREEN therefore chaired the communications and outreach sub-committee of the IAASTD bureau and facilitated a commitment to an embargo from key Civil Society Organisations, governments and news agencies at the plenary.
To generate interest in the story, curtain raisers were placed with New Scientist and Radio Four in advance of the opening of the plenary on the 7th of April 2008. A video release statement from the co-chairs and director of the report in Johannesburg was recorded on Sunday the 6th of April in Johannesburg, edited in the UK and distributed to five UK broadcasters and online within 24 hours.
The press launch was held at the Foreign Press Association on Tuesday, 15 April 2008 at 12:30pm (timing necessitated by the need for a [nearly] simultaneous worldwide launch of the embargoed report).
Four expert speakers were selected to reflect the range of topics most of interest to UK and European press. Speakers were given notes on UK media questions, concerns and hotspots.
GREEN coordinated all aspects of the launch and secured commitment and attendance of key UK outlets at the press launch including: The Times, The Guardian, The FT, The Independent, BBC Newsnight and the Telegraph.
Securing a commitment from Newsnight to cover the report, we not only had a feature, we negotiated re-direction of the proposed programme topic to focus on the IAASTD report and global food prices. The result was a film produced by science editor Susan Watts on the IAASTD report and global agriculture, followed by an in-depth studio discussion with Jeremy Paxman with the Director of the IAASTD secretariat, Professor Robert Watson and two others. Footage and images from the press conference including quotes from key speakers were included in the opening report.
The press launch was held at the Foreign Press Association on Tuesday, 15 April 2008 at 12:30pm (timing necessitated by the need for a [nearly] simultaneous worldwide launch of the embargoed report).
Four expert speakers were selected to reflect the range of topics most of interest to UK and European press. Speakers were given notes on UK media questions, concerns and hotspots.
GREEN coordinated all aspects of the launch and secured commitment and attendance of key UK outlets at the press launch including: The Times, The Guardian, The FT, The Independent, BBC Newsnight and the Telegraph.
Securing a commitment from Newsnight to cover the report, we not only had a feature, we negotiated re-direction of the proposed programme topic to focus on the IAASTD report and global food prices. The result was a film produced by science editor Susan Watts on the IAASTD report and global agriculture, followed by an in-depth studio discussion with Jeremy Paxman with the Director of the IAASTD secretariat, Professor Robert Watson and two others. Footage and images from the press conference including quotes from key speakers were included in the opening report.
