RE-imagine CAP (RECAP): Raising Awareness on the Common Agricultural Policy Through Innovative Communication Measures

ongoing

The Common Agricultural Policy (CAP) is a cornerstone of the European Union (EU), supporting farmers, promoting rural development, restoring biodiversity, and ensuring citizens’ access to safe and healthy food. Despite its critical role, negative narratives about the CAP have become prevalent in recent years, fostering social and political polarisation, and damaging citizens’ trust and appreciation for this pivotal policy. Critics frequently raise concerns about its fairness and sustainability, characterising it as inefficient and overly skewed toward large-scale industrial agriculture. By sowing distrust, disinformation and negative narratives contaminate the public discourse on agriculture, replacing constructive dialogue with divisive rhetoric and impeding progress toward shared goals. RE-imagine CAP (RECAP) will launch an overreaching and impactful campaign in Greece and Belgium to enhance public awareness and appreciation of the CAP among the general public, with a focus on young people by fostering more constructive, positive narratives, leveraging the expertise of the 1st European Narratives Observatory (NODES), and Re-Imagine Europa’s REFRAME Depolarisation Methodology. Building on this foundation, the campaign will implement a comprehensive educational and communication strategy to foster a more informed and balanced understanding of the CAP’s importance to European food security, rural development, and environmental sustainability. Re-Imagine Europa’s (RIE) unparalleled experience in science communication, its extended network of partners in the agri-food sector and its proven ability to collaborate with leading media across Europe will ensure the campaign’s wide-reaching impact. Through a combination of engaging content, strategic partnerships, and innovative outreach, RECAP aims to reach out to significant audiences, dispel misinformation, and create a lasting shift in public attitudes toward the CAP, contributing to more informed dialogue.