EATWELL WP6 Dissemination

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EATWELL WP6 Dissemination

• Work package leader EUFIC

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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 identity
2. Communication dissemination plan
3. Website development maintenance
4. Production of dissemination materials (targetted)
5. Communications to a broader audience
6. Scientific dissemination
7. Stakeholder involvement communications
8. Organisation of the final conference/workshop

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Deliverables

• D6.1 Project website
• D6.2 Dissemination material
• 2 project leaflets
• 2 articles in Food Today
• D6.3 Broader audience dissemination materials
• Section on www.eufic.org
• 2 podcasts
• 4 Press releases
• D6.4 Outputs from scientific dissemination
• papers proceedings in journals
• Participation presentations at conferences
• Executive reports on research findings

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Milestones

• Adopted communication dissemination plan
• First wave of communication
• Project identity
• Website available
• Introductory leaflet available
• Periodic dissemination of research results
• Stakeholder advisory board
• 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 release Project 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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EUFICs approach

• Creation of project identity
• Communication dissemination plan
• Website development maintenance
• www.eufic.org
• Production of dissemination materials
• Food Today
• Podcasts
• Project leaflet
• Media outreach
• Dissemination of scientific results
• Stakeholder Advisory Board
• 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
Colours are from the French Nutripass system
Style is a reference to the FSAs FOOD logo
Sits on a (supermarket) shelf in CIAAs GDA blue
Reference to the Swedish keyhole 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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2. Communication plan
CORE OBJECTIVE

AUDIENCES
NEEDS
COMMUNICATION OBJECTIVES
STRATEGIES
MESSAGES
TACTICS
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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
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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www.eufic.org

• 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

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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

• 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
75,919 podcasts downloaded
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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 EUFICs 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 QAs 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