NONSOLOCIBO (NotOnlyFood) - All the media of the CAP

ended

The information campaign “NONSOLOCIBO (Notonlyfood)- All the media of the CAP” is a 12-months information and aware-rising campaign on the CAP, carried out by RTI/Mediaset-MFEGroup, the Italian most important private broadcaster, and addressed to citizens through a unique multimedia information system. The power of the project is its crossmedia concept. It combines five different media platforms owned by RTI, each of them among the leaders in their field: a free to air generalist tv channel (“Italia1”), a thematic tv channel (“La5”), a digital news system platform (Tgcom24), a printed cooking magazine (“Cotto e Mangiato”) and a radio station (“Radio MonteCarlo”). Information about CAP will be explored from different perspectives, where each medium provides a unique and complementary part of the overall narrative experience, with synergies and cross-promotion among them. A huge and popular target will be reached, as families, women and young people - very often not interested in information on EU affairs - involving TV celebrities when possible. Stakeholders will be interested in opportunities offered by the CAP and in success stories built on CAP. The use of social media will encourage participation and discussion among people. The project aims at informing about the new CAP and its results achieved so far, considering people daily needs and life (i.e.local dimension) in order to support “a global awareness” on the CAP and its contribution to the social, economic and environmental sustainability of the territory. The editorial initiative will focus on: food quality (the Italian “Buon cibo”), i.e. using Italian food culture as a leverage to raise the interest in the CAP; healthier lifestyles; concerns about the local landscape and the environment; a fair income for local farmers and a resilient rural economy; the role of young people and women in agriculture. The stories and reportages will analyze facts and data in order to fight misperception and disinformation.