EATWELL WP6 Dissemination

Work package leader: EUFIC

Communicating science-based food information to health and nutrition

professionals, educators, and journalists in a way that promotes

consumer understanding

European Food Information Council(EUFIC)

www.eufic.org

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Partner in EU funded programmes

SAFEFOODS (Promoting food safety through a new integrated risk analysis approach for foods) – Ended 2008

HELENA (Nutrition & healthy lifestyle for adolescents) – Ended 2008

IDEFICS (Identification and prevention of Dietary- and lifestyle-induced health EFfects In Children and infants)

EURECCA (Harmonising nutrient recommendations across Europe with special focus on the importance of consumer understanding)

FLABEL (Food Labelling to Advance Better Education for Life) EATWELL (Interventions to Promote Healthy Eating Habits:

Evaluation and Recommendations) AGRIFOODRESULTS (European initiative for a better use of the

results of agri-food research)

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WP6 participants

UREAD – 3 man months AU – 3 man months UNIBO – 3 man months UGENT – 3 man months INRAN – 3 man months JUMC – 3 man months KRAFT – 1 man month EACA – 0.5 man months

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WP6 Objectives

Overall objective is to disseminate and extend the results of the project to a wider audience at European level.

Special attention will be placed on dissemination to key stakeholders the food industry, public health decision-makers, communication agencies and consumer organisations.

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Tasks

1. Creation of project identity2. Communication & dissemination plan3. Website development & maintenance4. Production of dissemination materials

(targetted)5. Communications to a broader audience6. Scientific dissemination7. Stakeholder involvement & communications8. Organisation of the final conference/workshop

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Deliverables

D6.1 – Project websiteD6.2 – Dissemination material

2 project leaflets2 articles in Food Today

D6.3 – Broader audience dissemination materialsSection on www.eufic.org2 podcasts4 Press releases

D6.4 – Outputs from scientific disseminationpapers & proceedings in journalsParticipation & presentations at conferences Executive reports on research findings

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Milestones

1. Adopted communication & dissemination plan

2. First wave of communication Project identity Website available Introductory leaflet available

3. Periodic dissemination of research results4. Stakeholder advisory board5. Final workshop

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Timeline for deliverables

Year 1 Year 2

Communication plan (M3)Press release (M3)Project identity (M4)Project website (M6)Creation of section on www.eufic.org (M6)Launch press releaseProject leaflet (M9)Food Today article (M12)Podcast (M12)Stakeholder engagement (M12)

Press release (M15)Conferences (on-going from M12)Scientific results (on-going from M12)

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Timeline for deliverables

Year 3 Year 4

Press release (M27)Food Today article (M36) Podcast (M36)Executive reports (starting M36)Conferences (on-going)Scientific results (on-going)

Executive reports (starting M36)Final press release (M39)Final project leaflet (M40)Final workshop (M40)

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EUFIC’s approach

1. Creation of project identity2. Communication & dissemination plan3. Website development & maintenance

www.eufic.org4. Production of dissemination materials

Food Today Podcasts Project leaflet Media outreach

5. Dissemination of scientific results6. Stakeholder Advisory Board7. Organisation of the final conference/workshop

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1. Creation of project identity

Key factors Creation of best practice for healthy eating campaigns External perception - leaders in this field All communications must reflect this

Creation of brief Work with external design agency Share concepts with consortium

Any initial thoughts?

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Example - FLABEL logo

Sits on a (supermarket) shelf in CIAA’s

GDA blue

Reference to the Swedish keyhole

system

Style is a reference to

the FSA’s FOOD logo

Colours are from the French Nutripass

system

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2. Communication plan

Communications planning is the process by

which your core objective is matched to the

needs of your audiences in order to develop

communications that will lead to measurable

change among those audiences

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CORE OBJECTIVE

COMMUNICATION OBJECTIVES

TACTICS

AUDIENCES

STRATEGIES

MESSAGES

NEEDS

2. Communication plan

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2. Communication plan – identifying audiences

National & European policy makers Only public health?

Food & drink industry Including SMEs

Scientific community Professional associations Communication agencies Consumer organisations General public

Other key target audiences?

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3. Website development & maintenance

Aims of EATWELL project site Explanation of the project Presentation of the consortium Media centre Point of contact for the consortium

EUFIC will Manage contact form mailbox Track usage and report back on statistics

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URLs currently available

www.eat-well.info

www.eatwellproject.eu

www.eatwellproject.org

www.eatwellproject.com

www.eatwellproject.info

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Proposed structure

EATWELLHomepage

About EATWELL

EATWELLReseach

EATWELLPartners

Aims & objectives

Creating a benchmark

Researchconsortium

Evaluating intervention

effectiveness

Lessons learned from

private sector

Public acceptance

Bestpractices

StakeholdersExpected Outcomes

List of partners

MediaCentre

Contact Links Disclaimer SiteMap

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Website - discussion

Password protected section for Scientific Advisory Board

Extranet for consortium members

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Creation of section on www.eufic.org

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Jan – April 2009 2.2 million visitor sessions 500,000 average visitor sessions per month Currently in 11 languages; EN, FR, ES, DE, IT, CZ,

SK, EL, PL, HU, PT. Prime position with major search engines - visibility. Valuable dissemination tool for European

Commission (DG Research projects) e.g. +/-30% of www.flabel.org referred from www.eufic.org

www.eufic.org

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Food Today

Food Today (4 printed languages and 11 electronic, 5 times a year)

More than 18,000 subscribers receive the printed version in DE EN ESP FR.

More than 35,500 recipients receive Food Today electronically.

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Subscribers to electronic newsletters

Profile of subscribers to EUFIC Online

5412

4117

3376 3309

2639

1363

914 873632

205

0

1000

2000

3000

4000

5000

6000

Healthprofessional

Student Consumers Company /Industry

Educator Scientist Government /Policy maker

Media Association Library

EUFIC Online is issued 5 times per year.  36,533 subscribers Of these subscribers we know profiles of 22,840

37% have chosen not to state their profession

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Podcasts & dissemination with new technologies

Means to relay a message to a much larger audience than just through a conference – greater outreach

Voice evokes trust & reassurance in the information that originates from the scientific/legislative source

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Podcast usage in 2008

25366

113289148

1578

45712306

4750

14758

3112

0

5000

10000

15000

20000

25000

30000

ManagingSw eetness

07/06

EU Platform 1stinterview w ithMadelin 08/06

FIO Foodlabeling

roundtable01/07

2nd Ann. EUplatform 03/07

Badenw eiler04/07

Nutrition w hitepaper 09/07

(audio)

Nutrition w hitepaper 09/07

(video)

Theconsequencesof sedentarylifestyles (Part

1)

Theconsequencesof sedentarylifestyles (Part

2)

75,919 podcasts downloaded

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Downloads of EUFIC's Managing Sweetness podcastTotal number of downloads 14,758

0

100

200

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500

600

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900

July

Aug

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Sep

tem

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Mar

ch

Apr

il

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tem

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Nov

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2006 2007 2008

Evolution of access to podcasts

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Project leaflet

Can the consortium disseminate printed leaflets?

Outreach?

FLABEL example 2,500 hundred printed 150 copies per consortium

partner for further dissemination

EUFIC has a stock of 700 leaflets. More available if necessary

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Media outreach

Press releases Manage interviews & journalist questions Media monitoring Access to EUFIC’s media database Alphagalileo Media training

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Media Outreach – consortium requests

Who has been media trained? Who are the media / press officers within your

organisation? Can you share your media contacts / lists?

Relevant for EATWELL Inform EUFIC about media requests /

interviews Any difficult questions

Develop Q&As for consortium

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5. Dissemination of scientific results

EUFIC will manage conference calendar with speaking opportunities Consortium to send suggestions to EUFIC

EUFIC will manage the overview of all academic papers Consortium to keep EUFIC informed about paper

status

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6. Stakeholder Advisory Board (SAB)

Profiles stated in Annex 1 CIAA & industry association e.g. FRESHFEL SMEs DG SANCO Retailers Consumer organisations Health promotion experts Schools Organisations motivated to communicate messages

that will encourage behavioural change

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6. Stakeholder Advisory Board (SAB)

UREAD responsible for SAB list deliverable in M2

How can the consortium assist? Frequency of meetings?

First consultation in M12 In conjunction with other meetings? Establish future dates asap

Scope of commitment

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7. Final workshop

Lessons learned from previous EU projects Brussels External Chairs / internal rapporteurs (vice-

versa) Thematic break-out sessions Preparatory documentation sent at least 1

week in advance

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Thank you

Your questions please