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
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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