Farm to know

ended

A large part of public opinion is distant from the rural world, unaware of the Common Agricultural Policy and the demands regarding the quality of the products they eat. There is a need to improve their perception of the importance of this European program. We want – in this project - to explain to the younger audiences, the more urban and the more distant from agricultural and rural reality to what extent their concerns – for more sustainability, better preservation of resources and better food - are totally aligned with the Common Agricultural Policy. Over 12 months, we aim to create a never-before-seen media projet in Portugal, looking at CAP, it’s benefits, overall impact and how it impacts our every daily lives. We’ll use the media channels of Impresa, the largest media group in Portugal to look at specific demographic targets with engaging ideas. This projet includes: 1. A new segment “Back to Farm” on Portugal most watched TV show – Jornal da Noite da SIC -, where e’ll travel to production farms in Portugal and show the impact of PAC and show products and farmer to more than 1.2 million viewers in Portugal. 2. A new segment “Chefs go fork to farm” with awarded Chefs on the leading TV news channel in Portugal – SIC Notícias – included on the weekly magazine Boa Cama Boa Mesa. “Chef’s From Fork to Farm” will be our weekly driver to show their products, 3. A new TV show for kids, “CAP for KIDS”, aged 6 to 12, on SIC Kids, a children TV channel that is distributed by all TV operators in Portugal. 4. A “CAP Challenges and Impact” projet for stakeholders, which will take place through editorial work in Expresso, the largest circulation newspaper in Portugal. 5. A digital project, “Products You need to know” on digital and social media platforms (Instagram, Facebook), targeted at audiences from age 15 to 45. 6. A series of four live media events bringing together relevant stakeholders and debate “CAP Challenges and impact”