TOOL DETAILS
Title
National Level Communication Campaign In Italy Targeting Rural Stakeholders And Practitioners
Tool category
& type
Campaign:
Keyword(s)
Campaign, Communications, Information, Multi media
Summary
A broad communication campaign aimed at informing rural citizens and local development practitioners about the objectives, priorities and opportunities within the Rural Development Programme in Italy. The print-press part of the campaign consisted of advertorials (texts prepared by the National Rural Network) placed in 17 general-interest newspapers and 3 special-interest publications - in all totaling 135 full-page advertorials. In support, 11 spots of 60-second radio commercials were broadcast on a network of 140 local radio stations for 10 weeks, plus twice a day for 2 weeks on the national RDS radio station.
Country
& RDP Region(s)
Italy
Main purpose
This campaign package was created to rapidly raise understanding among rural dwellers and development practitioners about the current rural development policy in Italy and the opportunities it presents for sustainable improvement of rural areas in the country for the benefit of people who live in these areas and for wider society. Besides general aspects, specific topics covered in the campaign included biodiversity, broadband, climate change, enterprise, landscape, energy, water and youth.
Related
tools used
A campaign consisting of print and broadcast media tools - articles for newspapers and magazines, and radio commercials/info spots.
Target audience
EAFRD Beneficiaries:
General Audience:
Technical information
8 distinct advertorials (texts and pictures/illustrations prepared by the NRN)
Date produced
06-07/2010
Cost range
> €100 000
Publisher/
Organiser
Italian Managing Authority
Distribution & Promotion
Through the National Rural Network (Support Unit)
Assessment of effectiveness
Readership for the print media used during the campaign period was 6.994.466. Listeners to the broadcasts averaged around 7 million per day.
Name of organisation
Ministero delle Politiche Agricole, Alimentari e Forestali (Mipaaf )
Type of
organisation
National Authority
Partner organisation(s)
National Rural Network (Support Unit), Paying Agency
Image(s)
Audio
Name of contact person
Graziella Romito
Address
Via XX Settembre, n. 20 - 00187 Rome, Italy
Telephone
0039 06 4665 50 41 41
